Research On Service Marketing Strategy Of HB Cadillac 4S Store In Hohhot

With the rapid development of our economy and society,the steady increase in income and family property,people pay more attention to the high-quality lifestyle,owning a car becomes a necessary configuration in people's pursuit of a good life,and our economy is in the transition to a double cycle of development inside and outside of China.Under this large environment,create Auto 4S store industry also entered the transition,the strong rise of new energy car brought some challenges to the traditional Auto 4S store.In this situation,Auto 4S stores need to work hard to innovate and explore,optimize service marketing-related measures,continuously improve serviceability,could be better based on fierce market competition.This paper taking HB Cadillac 4S Store as an example,basis of mastering the 8Ps related theory of service marketing,knowing of that,there is some problems of the 4S Store like as insufficient market advantage,weak price control ability.Based on PEST analysis and Potter's five-force model analysis,the macro environment and micro-environments facing enterprises are analyzed,and the advantages,disadvantages,development opportunities,and existing threats are analyzed by SWOT.From the eight elements of the 8Ps,the paper formulates the service marketing optimization strategies such as leading core model,differential pricing,establishing member price preference system,expanding distribution channel,avoiding channel conflict,innovative promotion combination,optimizing service process,improving personnel quality,deepening internal marketing,strengthening the use of new media,focusing on displaying core model,perfecting supporting facilities,improving service quality and efficiency,and hopes to offer some reference to other automobile 4S stores.