Research On Service Marketing Strategy Of DZ Automobile 4S Store

Automobile 4S store is the main means for automobile enterprises to make profits.It is a specialty store integrating sales,service,spare past and survey.It is also an important presentation of the formation of modern automobile enterprises.Through 4S stores,automobile enterprises can timely grasp the market dynamics and customer needs,which is very important for automobile enterprises to formulate marketing strategies.In the survey,it is found that as an important part of automobile sales,the current management situation of automobile dealers is not ideal,and there are various problems,including single marketing mode,low management quality,lack of talents,ineffective expansion of scale,lack of service awareness and so on.It is easy to lead to price competition among auto marketers.In order to attract more consumers,dealers have to reduce prices again and again,resulting in increasingly narrow profit space,and even multiple auto dealers are in a state of losing money.In the research,it is also found that many auto 4S stores currently have problems such as inaccurate customer positioning and low quality of employees.Affectedthe effectivedevelopmentof 4S stores.This paper aims to study the service marketing strategy of DZ automobile 4S store under the above background,carry out the planning and implementation of service marketing activities through in-depth analysis and mining of customer needs,empower offline traditional dealers,improve the overall efficiency of marketing sales closed loop,improve customer satisfaction,and obtain sales increment.Firstly,it analyzes the internal environment,macro environment and competitive environment of DZ automobile 4S store,and clarifies the environment faced by DZ automobile 4S store.Opportunities and challenges coexist.Then it analyzes the marketing status of DZ automobile,and obtains the current marketing problems through the marketing status and questionnaire survey.It mainly includes: low flexibility of promotional services and difficult to meet customer needs;The professional level of the service team is insufficient;After sales service customer satisfaction is difficult to guarantee;Single price management;Lack of channel management.Then the STP analysis is carried out.Through the optimization of 7Ps service marketing strategy,the service marketing strategy of DZ automobile 4S store is optimized in detail from seven aspects: product,price,channel,promotion,process,service personnel and tangible display.It also puts forward safeguard measures,focusing on human resources construction,improving information management level and strengthening customer relationship management.These safeguard measures provide a strong guarantee for the implementation of service marketing strategy.At the same time,it also provides reference for other4 S stores in theindustry.