Research On The 4S Pattern Of Automobile Marketing

With the more and more severe competition in automobile market, the perfect marketing channel has been indispensable for the development of enterprise. For the advantage of marketing and service, the shop of 4S has been the main channel. However, China's automobile market has become more mature and the competition has been more vehement, which makes the survival and development of 4S shop more difficult. Aimed at improving the performance of 4S shop, the thesis analyzes the problems and the causes, using the vertical boundary theory, service marketing theory and 4S operating theory, and puts forward the corresponding countermeasures, which offers an academic and practical reference for the development of 4S marketing pattern.This thesis starts from the theoretical basis and compares the 4S pattern with other patterns. From the present situation of China's automobile market, the thesis analyzes the problems and the causes from the aspects of macro policies, trade competitive environment and the dealer. Then, it brings forward the countermeasures which includes strengthening the management of 4S shop, heightening the competitive advantage, deciding the market orientation, strengthening the cooperation between manufacturer and dealer, and diversifying the marketing patterns. Finally, the cases are illustrated.The thesis will offer the theoretical support and the methodical basis for the development of automobile 4S marketing pattern.