In the 21st century，with the development of world economy, people's living standards improving continually, making the advanced car the tool instead of walking is becoming more and more popular,more and more people can afford a car. In this situation, auto 4 s shop is in the high speed development period. however, the influx of a large number of dealers has caused a dramatic increase of 4 s shop, market competition is fierce. Most brand 4 s shops generates decreasing year by year, some brands even negative state, facing closure. In the face of competition, the first thing is to improve the quality of the marketing strategy. The vehicle sales is a main source of income for 4 s shop, after sales, spare parts are based on this.
In this paper, the Mercedes-Benz 4S shop as the research object, firstly, the competitive environment Mercedes-Benz 4S shop to make a comprehensive analysis, understand the competitive pressures faced by Mercedes-Benz 4S shop. Next focuses on the marketing strategy of the Mercedes-Benz 4S shop, 4S shop Mercedes existing marketing strategies are mainly service marketing (traditional marketing), network marketing, auto marketing, relationship marketing. The latest statistics, marketing services accounted for 76% of the total, network marketing, relationship marketing, marketing show, respectively, accounted for 14.2%, 5.8%, 4%, it can be seen from the data-store marketing services still accounted for the bulk of the absolute, understand each It features marketing strategy for the case and the applicable models. Finally, in recent years, sales of Mercedes-Benz 4S shop to do a systematic analysis, learn from different models suitable marketing strategy.
Keywords: mercedes-benz marketing strategy service network
