Research On Service Marketing Strategy Of JT Automobile 4S Store

With the improvement of economic strength in our country,the consumption level of people has gradually increased,and car has become a necessary means of transportation for families.In recent ten years,the automobile industry develops rapidly in China,and the automobile brands increase gradually.A large number of sales service providers pour into the automobile industry one after another.Consumers choose enough space when choosing a kind of vehicle and the market competition becomes especially fierce.As the downstream service department of automobile manufacturers,automobile 4S stores are responsible for providing customers with services such as automobile sales,after-sales maintenance,parts and information feedback,so as to promote products from manufacturers to customers as soon as possible,and maintain the brand reputation and influence of automobiles with high-quality services.Automobile sales mainly depend on the brands they operate.At present,many domestic 4S stores regard earning the maximum profit as their main sales performance,ignoring the concept of customer service.If they continue to develop for a long time,the brand image in customers’ hearts will be seriously affected.In addition,under the influence of the current external market environment,in order to improve the sales volume,4S stores have adopted price reduction promotion,cross regional sales and other ways to conduct vicious competition,which also limits the good operation and development of 4S stores to a certain extent.Therefore,in the face of severe market competition,automobile 4S stores must upgrade and improve their service marketing model,constantly strengthen the service marketing concept,improve their service capabilities and improve the service quality of enterprises,which can better respond to market changes.This paper takes JT Auto 4S store as the research object.Firstly,it analyzes the external macro environment of the 4S store using Porter’s Five Forces Model,and then summarizes its internal and external advantages and disadvantages using SWOT analysis method.Secondly,we investigated and analyzed the target customer groups of JT auto 4S stores by questionnaire,and found the problems in the service marketing strategy of JT auto 4S stores.Thirdly,the service marketing strategy of JT auto 4S store is studied by using the theories of marketing and service marketing,and the improvement measures of service marketing strategy that meet the development needs of JT auto 4S store are formulated.I hope that it can help JT auto 4S store improve service quality,meet customer needs,establish close relationship with customers,and take effective service marketing means to continuously develop new customers,maintain old customers and promote referral,Thus,the sales volume of JT auto 4S stores will be improved,the profitability will be improved,and Increase enterprise benefits and promote the sustainable and healthy development of JT auto 4S stores.