| China,the world’s largest auto seller,saw its first drop in auto sales since 2018.Manufacturers have changed from a product-centered concept to a customer-centered concept,and dealers have begun to pay attention to customer relationship management.Integration of the beijing-tianjin-hebei region,male the new city construction,bring development opportunities to Baoding,growing GDP,per capita GDP,automobile consumption demand,but the increasing number of auto 4S stores,with brand 4S stores are on the rise,and Baoding automobile sales market competition intensifies,lead to bike is lower and lower profits.At the same time,the post-80 s and post-90 s have gradually become the main body of automobile consumption,so it is necessary to cater to their preferences of surfing the Internet and shopping online,and improve their online marketing ability.Baoding XYS FAW Toyota 4S store sales dropped dramatically in recent years,in order to improve the marketing performance,want to combine the current marketing environment,play the internal advantage,swallow the internal weaknesses,through the analysis of the existing marketing strategy and discover the existing problems and reasons,and then a targeted marketing strategy optimization is put forward,to improve competitiveness and to seek better development.This paper is divided into seven parts,the first chapter is mainly about the research background and significance of this paper,research status at home and abroad,research content and research methods.The second chapter summarizes the marketing theory,7P theory,STP theory,PEST analysis,Porter’s five forces model,which lays the theoretical foundation for the follow-up research.The third chapter analyzes the marketing environment of Baoding XYS FAW Toyota 4S store from two aspects of internal and external environment.The fourth chapter,based on the 7P theory,analyzes the marketing strategy status quo of Baoding XYS FAW Toyota 4S store in terms of product strategy,price strategy,channel strategy,promotion strategy,personnel strategy,process strategy,tangible display strategy and other aspects,and points out the existing problems and reasons of the current marketing strategy through questionnaire analysis.The fifth chapter first carries out STP analysis on Baoding XYS FAW Toyota 4S store,and then puts forward specific marketing strategy optimization for Baoding XYS FAW Toyota 4S store based on the existing problems and internal disadvantages of marketing strategy.The sixth chapter of Baoding XYS FAW Toyota4 S store how to implement the specific marketing strategy to put forward safeguard measures.Chapter seven conclusion and outlook,refining the basic ideas of this paper,summarize the shortcomings,for the future work pointed out the direction of efforts. |
