The Research Of The Big 4S Marketing Pattern And Its Strategy In The Used Vehicle Market

It is well known that prosperity of the new vehicle marketing brings about prosperity of the used vehicle market;prosperity of the used vehicle market will also lead prosperity of the new vehicle market. If there is serious obstacle in one side, then the other side will certainly be greatly affected. It is precisely because of this theory, the defect and deficiencie of the used vehicle market, the imperfection of marketing concept, marketing technique and terminal that are seriously hindering health development of the used vehicle market, and are causing some negative impact to health development of the new vehicle market. If we want to fundamentally solve current situation, we must treatment from root of question.The Big 4S Marketing Pattern is order to solve the current situation, which refers whole service pattern of the new and used vehicle market and includes four functions that are the New and Used Vehicle Sale, the Spare Part Supply, the Post-sale Service, the Survey of Information. This kind of marketing pattern is developed in base of the 4S Marketing Pattern, and its main content includes the Marketing Concept, the Marketing Organization and the Marketing Technical. Firstly, the Big 4S Marketing Pattern takes the customer as the center, takes the product as the link, which is a kind of cooperation-concept between the manufacturer, retail and customer. The concept of the Big 4S Marketing Pattern contains the Depth Marketing Concept, the Double Wins Marketing Concept, the Ultra Value Marketing concept of the Vehicle Service Marketing. Secondly, building of the big 4S Marketing Organization also is for Building of the high quality and highly effective Marketing Network and the terminal of marketing, and then makes the marketing measure be implemented. Lastly, what the Big 4S Marketing Technology emphasizes is the basic skill of Marketing, which is on the base of advantage in Modern Marketing Technology, the Relationship-marketing and the Online-marketing technology, in order to solve the single and backward question of marketing technology.Effectively play the advantage of The Big 4S Marketing Pattern, it must formulate relevant strategy. The strategies of Big 4S marketing includes Government Policy, Manufacturer's Strategy, Dealers' Strategy and Implementing Strategy. The research of the strategy in the Big 4S Marketing Pattern is the core component. In Deep research and analysis of the Big 4S Marketing Pattern and Marketing Strategy draws the conclusion ,which will help manufacturer and dealer to build the newmarketing concept, opening new market, building perfect marketing service terminal, doing efficient marketing activity increasing their ability to resist risk, strengthen advantages of competitive, and creating the greatest economic benefit.Only if the government, manufacturer and dealer can effort together, we would solve the question of the used vehicle market, and pave the way for health development of China's vehicle market.