Research On Service Marketing Strategy Of T Automobile 4S Store

T automobile 4S store is the first fully digital Mercedes Benz sales center in Southwest China and the core investment project of T group in Chengdu,Sichuan Province.In recent years,with the continuous impact of the COVID-19 epidemic and the rapid increase in the market share of new energy vehicle brands,t automobile 4S stores have faced great challenges in all businesses,with sales declining,after-sales returns decreasing,customer satisfaction hitting new lows repeatedly,and the completion of key business indicators being poor.In this paper,t automobile 4S store is selected as the research object,and through the use of relevant theoretical analysis tools,the service marketing problems faced by T automobile 4S store are analyzed in depth,and an effective service marketing strategy optimization scheme is found.In this paper,pest tool is used to analyze the external environment of the enterprise globally,and Porter’s five forces model is used to analyze its competitive conditions to provide data support for the adjustment and optimization of marketing strategies.After that,it expounds and explains the current marketing situation of the enterprise,and summarizes many deficiencies in marketing strategies in the form of market research and questionnaires: homogeneity of main products,dissatisfied after-sales service prices,more traditional marketing channels,single promotion means,service personnel and processes need to be strengthened,etc.Then,this paper uses 7p marketing theory to optimize the service marketing strategy of T automobile 4S store,that is,to create the advantages of self store products,increase the differentiated product strategy of valueadded services,save costs,improve service quality,adopt price leading pricing strategy,combine traditional and new media online and offline parallel channel strategy,timely and effective multi-channel promotion strategy,as well as from the service personnel,service process The strategy of improving service quality in many aspects of service environment.Finally,this paper puts forward the organizational,human resources,performance and other safeguard measures to ensure the successful implementation of the optimized service marketing strategy.On the one hand,the research of this paper can help t auto 4S stores sort out the relevant problems of service marketing strategy,optimize and adjust in time,and improve the core competitiveness of T auto 4S stores in the same industry.On the other hand,it can also provide reference for the service marketing of other automobile 4S stores.