Research On Dealership Network Planning For Import Luxury Cars

ABSTRACT:With the booming of the economy and with the remarkable improvement of people's living standard, the sales of luxury cars in China Mainland market rocketed in recent year. In order to meet the needs of customers and to benefit the shareholders, the leaders of all luxury automobile companies concentrate on spreading their dealership network.This paper describes the development and implementation of a model designed to determine the best combination of network location strategy for an international luxury vehicle company based in China Mainland.This paper uses qualitative and quantitative analysis method to study on the network planning for the luxury car dealerships in key cities in China Mainland. To make this model more practical, the author introduced a case study about BMW brand and its main competitors, AUDI, Mercedes-Benz and LEXUS, in this market to show how this competition analysis works. Then this paper works out a blueprint about BMW future network planning in northern region in China Mainland market, based on the sales forecast of both BMW brand and of the whole luxury car market and on competition analysis. This paper introduces three models for this research, such as sales forecast model, network planning model and evaluation model of the efficiency of the network plan. In the end this paper produces the proposal of the network planning in Northern Region China of BMW brand in the future year 2013-2015.