Research On Service Marketing Strategy Of Nanchang LS Auto 4S Store

Under the background of global economic development,sufficient impetus has been injected into the development of the automobile industry.More and more automobile companies have entered the market one after another,which has intensified the competitiveness of the automobile market.The representative marketing model has gradually lost its competitiveness in the process of development.With the continuous development of science and technology,more and more auto companies are actively carrying out technological innovations.While improving their own technical level and degree of specialization,they also improve the quality of automobiles and meet people’s functional needs for automobiles.The development of the social economy has also stimulated people’s demand to rise,so people’s demand for car purchases has also increased significantly,and higher requirements have been put forward for the functionality,after-sales and maintenance of cars.It is not only a challenge,but also a rare development opportunity.In this regard,automobile companies need to fully understand the diversified needs of customers and improve the quality of their products and services.Therefore,combined with the background of modern development,this paper conducts a comprehensive analysis and discussion on the transformation of the business thinking of automobile 4S stores.First,actively promote The implementation and development of the service marketing strategy;second,to create a brand with its own characteristics,to improve the brand’s influence and market competitiveness;third,to fully combine the actual development needs and characteristics of the current market,formulate a clear future development plan,etc.,in order to help auto 4S shops to enhance their own market competitiveness and development,improve the service and marketing level of 4S shops,and effectively avoid the risk problems faced by the fierce market competition.First of all,during the research process of this paper,the research literature and materials of domestic and foreign experts and scholars on the service marketing strategy of automobile 4S stores are collected and sorted,and the corresponding research results and experience are summarized.Then,the case analysis method,literature analysis method and the questionnaire survey method are used to analyze and discuss the current situation of the service marketing strategy of the automobile4 S shop.Combining the 7P theory of service marketing and STP marketing theory as the theoretical basis,PEST analysis and SWOT analysis are selected to carry out analysis;secondly,the author selects Nanchang LS Auto 4S store as the research object,uses the method of questionnaire survey,and designs the research purpose of this subject.A questionnaire is used to investigate the service marketing of the store.The data obtained is highly representative and reliable.Combined with the data,the service marketing effect of Nanchang LS Auto 4S Store is qualitatively evaluated and quantitatively analyzed.It is pointed out that Nanchang LS Auto 4S There are several problems in the service marketing process of the store,namely: first,it has not established a good service marketing brand awareness;second,the service promotion method adopted by the store is relatively simple;third,there is no perfect service marketing.Channel;fourth,the service level and service quality are relatively low;fifth,there is no clear normative service process,etc.;In addition,combined with the PEST analysis method,the political environment,economic environment,social environment and the four aspects of the technical environment are analyzed,and corresponding effective countermeasures are put forward on this basis.Then,using SWOT analysis method,analyze the advantages,disadvantages,opportunities and threats of Nanchang LS Auto 4S store in the process of service marketing development,and formulate effective service marketing strategies;finally,combined with STP theory,Nanchang LS Auto 4S store the customer market of the store is subdivided,the market positioning of the store is clear,and the service marketing 7P theory is used to analyze the service marketing strategy of the 4S store from seven different aspects,and propose countermeasures and measures that can effectively improve the service marketing level of the store.,In order to ensure the smooth implementation of the service marketing strategy,effective safeguard measures have also been formulated.