Research On The Development Model Of The M Company’s Automobile Aftermarket Under The Background Of New Retail

Since the 21st century,the domestic automobile market has been developing rapidly under the dual impetus of economy and policy,and has ranked first in the world in terms of production and sales volume for many consecutive years.Thanks to the rapid development of the automobile sales market,the domestic automobile after-sales service market has also been rapidly expanded in scale.The traditional automobile after-sales service modes mainly include 4S store mode,service brand chain mode,individual service maintenance mode,etc.Due to the rapid development of the market,there are a large number of enterprises in the automotive aftermarket that are over developed,but there are not many enterprises that can continue to develop.The automotive aftermarket enterprises not only need to face the changing industry development environment and policy environment,but also need to have the strength to grow.As the leader of the tire industry in the automotive aftermarket,M Company’s retail stores have also developed rapidly driven by the economic development and the development of the automotive industry.However,with the increasing industrial competition pressure and the impact of new e-commerce retail,the company is also bound to carry out reform and innovation in new forms and environments,and seek better marketing strategies to promote the stable,healthy and sustainable development of the company.This paper uses literature research,case analysis and other research methods to analyze M Company as an example.First of all,it briefly introduces the research background,purpose,significance,research content and methods;Secondly,on the basis of defining the core concepts,the marketing theory used in this paper is described.Thirdly,based on the current marketing strategy of M Company,combined with its marketing situation,it analyzes and points out the main problems existing in its current marketing strategy,such as the lack of mid end product lines,the confusion of price adjustment series,the insufficient depth of online and offline channel integration,and the lack of post market brand promotion.Then it analyzes the internal and external marketing environment of M Company’s automotive aftermarket from the perspectives of external macro environment,competitive environment,internal resources and capabilities.Finally,aiming at these problems,this paper puts forward the improvement strategies from the perspective of 4ps marketing mix.Taking tire enterprises as an example,this study uses 4Ps marketing theory to analyze the problems and countermeasures of enterprise marketing strategies under the new retail background,help M Company formulate optimized marketing strategies,help it improve its market share,and obtain competitive advantages.At the same time,it can also enrich the relevant research results of automotive aftermarket marketing strategies under the new retail background.