Research On Service Marketing Strategy Of Kunming WM Volvo 4S Store

At present,the mainstream car sales model in my country is that car manufacturers open car sales 4S stores across the country through authorized operation.The reason why the car sales 4S store is called a 4S store is because it is a car sales store that integrates vehicle sales,spare parts supply,maintenance services and information feedback.The emergence of car sales 4S stores enables car manufacturers to sell cars to end consumers through car sales 4S stores and provide supporting pre-sale and after-sale services.By collecting the sales data of 4S stores,auto companies can grasp the market dynamics and the real needs of customers in a timely manner,which is particularly important for auto companies to formulate marketing strategies.In the marketing process of the entire 4S store,the sales profit of the complete vehicle is not as lucrative as in the past.The more lucrative profit of the4 S store comes from the after-sales service such as repair,insurance,beauty and maintenance after the car is sold.In today’s society,people’s purchase of cars and their needs after car purchase have changed.People’s pursuits have gradually become diversified and personalized,and the core values ??of enterprises have also become service-oriented.After the concepts of consumers and operators have changed,4S stores for car sales need to innovate and optimize the marketing strategies of 4S stores for car sales,continuously improve their service capabilities,and adapt to various changes in the auto market.This paper analyzes the macroeconomic environment and industry competition environment faced by Kunming WM Volvo Car 4S store by sorting out the business status of Kunming WM Volvo Car 4S store business,according to the service marketing theory,and lists the SWOT matrix for analysis;Combined with the 7Ps service marketing mix strategy,the current seven aspects of service,price,channel,promotion,personnel,tangible display,and service process have been improved.