Research On Experience Marketing Strategy Of Nantong BC Auto 4S Store

Since my country became the world’s largest automobile production and sales country for the first time in 2009,with the continuous and stable growth of China’s economy,the domestic automobile market has also achieved rapid growth for more than 10 consecutive years.At present,with the adjustment of the domestic economic growth mode and changes in consumer purchasing behavior,the domestic automobile consumer market has begun to undergo transformation.The sales growth of ordinary mid-range brand cars has slowed down,and the family’s car consumption behavior has gradually changed from the original purchase of the first car to the upgrade of the second car to improve consumption behavior.When consumers buy a second car,they no longer focus on the functions and configuration of the car,but pay more attention to the brand of the car,and are more willing to buy luxury cars,hoping that high-end luxury cars will bring a sense of honor and dignity to themselves,and Get a good car purchase and car experience.In response to the growing demand in the Chinese luxury car market,major luxury.car brands around the world have established joint ventures to produce cars in China,and established various luxury car 4S or 5S shops through authorized dealers to meet consumers’ needs for car purchase and use.Various needs,especially to provide consumers with a comfortable and beautiful car buying experience,including the car buying environment,the services experienced during the car buying process,and the car experience after picking up the car.Based on the opening policy of China’s auto industry and the development trend of luxury cars,Nantong BC Auto 4S store was established in 2008 and has been authorized as a dealer of the BMW brand.The company provides luxury car consumers in Nantong with purchase and use services of all models under the BMW brand.This article uses the Nantong BC Auto 4S store as a research sample,based on the experience marketing theory,and adopts the literature research method,case study method and interview research method to analyze the customers in the BC Auto 4S store before,during and after the car purchase.To find out the problems and causes of the problems in the customer’s purchase experience,and combine the opportunities and challenges brought by changes in the marketing environment,especially the changes in customer buying behavior,to explore and design a more complete BC Auto 4S store experience marketing strategy,Increase sales and establish a good reputation and brand image,and increase the company’s share of the luxury car market in Nantong.The research in this article found that the long time since the Nantong BC Automobile 4S store has been established,the car purchase environment in the showroom has not met the current customer experience requirements.Customers are dissatisfied with the route of the vehicle test drive experience provided in the store.Professional,car booking time is long,there is no sense of ceremony when picking up the car,the waiting time for after-sales maintenance is long,after-sales customers lack.entertainment items waiting for maintenance is too boring.The environment of luxury car experience marketing has changed from consumers’ emphasis on products and services to car purchase and car experience.Combined with experience marketing theory,this article proposes improved strategies for BC’s 4S store experience marketing,including customer perception The five experience perspectives of,emotion,thinking,action and association renew the car buying environment in the exhibition hall,customer test drive models and routes,sales staff service process experience,car booking time and car pick-up ceremony,after-sales maintenance time and entertainment experience while waiting.Designed and adjusted,and put forward the company’s organizational,technical,human resources and financial safeguards,in order to provide a reference for the experience marketing decision of BC Auto 4S store.