4S店诚信营销策略化研究摘 要：本文以4S店为研究对象，从而就其服务营

4S shop Honest Marketing Strategy Research <br><br>Abstract: In this paper, 4S shop for the study, which analyzed the situation on the marketing of its services. In this paper, a detailed analysis of the research background, significance and related theories, which were analyzed for the 4S store marketing environment. Then study the present situation of the 4S shop service marketing and further research on the process of marketing the company's services has shown the problem. The last stage of research for the 4S shop service marketing issues, thus propose appropriate Improvement. From the final results, the current 4S shop is still there are outstanding issues in service marketing process, including the presence of building services products system vulnerabilities, lack of flexibility service price system, great service channel management more difficult, not to establish a sound marketing system, service the process of standardization of poor service, lack of personnel, physical evidence of low effectiveness. These problems, determine the 4S shop must develop from the current perspective, to further strengthen the related work perfect, controlled from seven aspects of product, price, place, promotion, people, physical evidence and service process. <br>Keywords: 4S shop; integrity; marketing; strategy; car

4S店诚信营销策略化研究<br><br>摘 要：本文以4S店为研究对象，从而就其服务营销情况进行分析。本文针对研究背景、意义以及相关理论进行详细的分析，从而针对4S店营销环境进行分析。接着通过对4S店服务营销现状进行研究，进而就公司服务营销过程中所表现出来的问题进行研究。最后针对4S店现阶段服务营销问题进行研究，由此提出相应的完善对策。从最终研究结果来看，目前4S店在服务营销过程中依然还存在突出的问题，包括服务产品体系建设存在漏洞、服务价格体系缺乏弹性、服务渠道管理难度大、没有建立完善的促销体系、服务过程标准化建设不力、服务人才匮乏、有形展示有效性低。这些问题的存在，决定了4S店必须要从当前发展角度出发，进一步加强相关工作完善，从产品、价格、渠道、促销、人员、有形展示以及服务过程7个方面加以控制。<br>关键词：4S店；诚信；营销；策略；汽车

Research on the strategy of 4S store's credit marketing<br>Abstract: This paper takes 4S shop as the research object, so as to analyze its service marketing situation. In this paper, the research background, significance and related theories are analyzed in detail, so as to analyze the marketing environment of 4S stores. Then through the research on the status quo of service marketing of 4S stores, and then the problems in the process of service marketing of the company are studied. Finally, this paper studies the service marketing problems of 4S stores at this stage, and puts forward the corresponding countermeasures. From the final research results, there are still outstanding problems in the service marketing process of 4S stores, including loopholes in the construction of service product system, the lack of flexibility in the service price system, the difficulty in the management of service channels, the lack of a perfect promotion system, the poor standardization of service process, the lack of service talents, and the low effectiveness of physical display. The existence of these problems determines that 4S stores must further strengthen the improvement of relevant work from the perspective of current development, and control the product, price, channel, promotion, personnel, tangible display and service process from seven aspects.<br>Key words: 4S shop; integrity; marketing; strategy; automobile<br>