小规模汽车4S店营销现状及改进意见

Marketing Status and Improvement Suggestions of Small Scale Automobile 4S Shops

汽车4S店行业面临着信息化、产品同质化、营销同质化等市场冲击,小规模汽车4S店由于其规模、人员等客观条件的限制,更加需要有效的营销来支撑。本文通过对宣城瑞通丰田4S店的调查分析,以及对宣城经济型汽车市场的市场调查,结合行业相关信息总结归纳出行业整体营销现状及市场现状。并针对现状,结合宏观环境,提出了加强品牌营销、服务营销、加强信息化等营销策略改进意见。

The industry of automobile 4S shop is faced with various market impacts such as informatization, product homogenization and marketing homogenization. Small scale automobile 4S shops even need the support of effective marketing due to the restrictions of objective conditions including scales and personnel, etc. Based on diagnoses of Xuancheng Ruitong Toyota 4S shop and the investigation of economical automobile market in Xuancheng, this paper summarizes the overall status quo of the industry marketing by combining with the industry related information. Furthermore, in view of the status quo, some suggestions are proposed to improve the marketing strategies such as strengthening brand marketing, service marketing, and informatization on the basis of the macro environment.