Research On Service Marketing Strategies Of Zhengzhou Zhixing Mercedes-Benz 4S Dealership

With the rapid development of China’s economy,an increasing number of households are owning cars,making automobiles an essential means of transportation in people’s daily lives rather than luxury items.As a result,the automotive 4S dealership industry has experienced rapid growth.However,due to intense competition within the industry and a substantial increase in the number of 4S dealerships,the competition pressure has also escalated.A 4S dealership is an automotive specialty store that provides car sales,maintenance services,car parts,and feedback information.Zhengzhou Zhixing is a 4S dealership specializing in Mercedes-Benz brand vehicles,offering a comfortable and elegant shopping environment to meet the personalized needs of different customers.However,as consumers’ demands for car purchases,after-sales services,maintenance,and other services become increasingly diversified,Zhengzhou Zhixing 4S dealership recognizes the influence of service marketing on car sales and its associated effects.Therefore,it needs to actively innovate service marketing strategies and continuously improve its service capabilities to maintain a competitive advantage in the intense market competition.This paper focuses on Zhengzhou Zhixing Mercedes-Benz 4S dealership and adopts a service-oriented marketing concept as the starting point.Through literature research,case analysis,and questionnaire surveys,the macro-environment and micro-environment of Zhengzhou Zhixing Mercedes-Benz 4S dealership are analyzed.In the analysis process,this paper utilizes PEST and Porter’s Five Forces analysis tools to explore the store’s political,economic,technological,and social environment,as well as its market,suppliers,consumers,and competitors.Simultaneously,based on the actual situation of the dealership,this paper investigates the issues and underlying causes of its service marketing strategies.Ultimately,this paper presents actionable and effective strategies for optimizing service marketing.Drawing on the 7Ps of service marketing theory,the strategies are proposed from seven aspects: product,price,place,promotion,service,process,and physical evidence.Furthermore,implementation measures are suggested to support the strategies,including emphasizing corporate and brand culture,strengthening team building and personnel training,optimizing service processes,and enhancing customer relationship management.The significance of this study lies in analyzing the macro and micro-environment of Zhengzhou Zhixing Mercedes-Benz 4S dealership using methods such as marketing environment analysis.By applying the 7Ps service marketing mix theory,the study formulates service marketing strategies,thereby providing a practical case for research in marketing management theory.It also serves as a valuable reference for individuals studying the marketing strategies of automotive 4S dealerships.Additionally,it is of great importance for the company to effectively respond to competition and establish sustainable competitive advantages.Furthermore,it offers beneficial insights for other companies within the industry in developing their marketing strategies.