Research On Service Marketing Strategy Of S Automobile Sales Company

With the continuous development of the automobile market,automotive sales companies have gradually shifted from "product marketing" to "customer marketing" and from "product competition" to "service competition." Service marketing has become the core content for automotive sales companies to improve consumer experience,enhance customer satisfaction,and increase enterprise economic benefits.Service marketing strategy is an important component of service enterprise management and the core of enterprise survival and development,which involves marketing and innovation capabilities of the enterprise.With the changing market environment and intensified competition,the service marketing strategy of enterprises has also undergone significant changes,from the traditional product-oriented approach to the current service-oriented approach.Developing a scientifically effective service marketing strategy requires enterprises to conduct in-depth market research and comprehensive control during the execution process to ensure effective implementation of the strategy.S Automobile Sales Company is a Dongfeng Nissan global standard 4S shop.Since its establishment in 2009,it has experienced the transition of the automobile industry from a "seller’s market" to a "buyer’s market." Currently,the company faces the following problems: continuously declining vehicle sales,decreasing after-sales service visits year by year,and weakening overall profitability.This article takes S Company as the research object,based on the 7P theory of service marketing,and aims to improve the company’s current service marketing strategy,effectively enhance customer satisfaction,promote enterprise income,and achieve long-term development goals.First,this article combs through domestic and foreign literature.Secondly,it analyzes relevant theories of service marketing as research basis.Then,it reviews the sales status of S Company,conducts PEST analysis and Porter’s Five Forces Model to analyze the company’s marketing environment.Through questionnaire surveys and interviews,the article conducts research from two dimensions of customers and internal employees,and analyzes the problems and reasons for the company’s service marketing.Finally,the article proposes improvement suggestions from seven dimensions of the 7P service marketing mix,and provides implementation guarantees from three dimensions of improving internal management mechanisms,strengthening organizational systems,and improving financial support.