Research On The Construction Of Private Brand Of Automobile 4S Stores Based On Stakeholder

Since entering the 21st century, China's auto industry has achieved amazing development. along with 2002 and 2003's blowout, the number of automobile 4S stores increased sharply, the various automobile manufacturers set up their own automobile 4S stores constantly in order to set up their own marketing network, and hope to occupy a greater market , some automobile manufacturers even set up several automobile 4S stores in the same area at one time, which is bound to lead fierce competition between the 4S stores, the profits of automobile 4S shops reduce rapidly and some automobile 4S shops even face a threat of going bankrupt.How to stand out from so many automobile 4S stores of the same automobile manufacturer? How to attract more customers? How to improve the market status of automobile 4S stores? What is the direction of future development of automobile 4S stores? All automobile 4S stores must consider these vital problems seriously.The main purpose of this thesis is to provide some feasible advices for automobile 4S stores by studying the stakeholders of automobile 4S stores. This paper first reviews the relevant theories, including stakeholder theory and private brand theory, points out the importance of private brand to development of automobile 4S stores. Then the author analyses domestic automobile sales market and compared automobile marketing patterns in China, and combines with experience of foreign automobile 4S stores to find out bottlenecks in private brand construction of domestic automobile 4S stores. Through the study the author has found that the main reason to these bottlenecks is that automobile 4S stores can not deal with the relationship well with their various stakeholders. Therefore, in the Chapter 4 the author establishes the private brand model of automobile 4S stores based on the boundary of the stakeholders of automobile 4S stores, and then calculates different stakeholders' weight to automobile 4S stores through the AHP method, and divides the stakeholders into three layers which are the core layer, the key layer and the marginal layer. In the Chapter 5, the thesis supplies some advices to the building of the private brand in automobile 4S stores from the point of stakeholders. In the Chapter 6, the author uses the model in the case of Shanghai Yongda Automobile Sales Group, and gives some advises on the future direction of domestic automobile 4S stores. Fanally, the author made a summary of conclusions and proposed future research directions.