A Study Of The Formation And Optimization Of 4S Auto Marketing Pattern In China

Over the past ten years, great progress has been made in China's automobile industry. Meanwhile, the auto marketing pattern has also been changed continuously. Currently marketing pattern of 4S has gradually become the mainstream of the auto marketing system. However, after the automobile market finishes the blowout and steps into the stage of stable and rational growth, 4S pattern brings about a series of problems. People have put forward queries and discussions aimed at it. It is urgent to resolve the various problems faced by 4S pattern. Firstly we should discuss the reasonability of 4S pattern's formation in China, whether it is an accidental choice in special market environment or an inevitable choice in the changing market environment.In view of it, the author attaches importance to the perspective that marketing pattern of 4S can be viewed as a group of institutional arrangements, and then brings forwards two propositions based on it. On one hand, the author constructs theoretical analysis framework of transition of the auto marketing patterns on the basis of Institutional Change Theory, analyzes the formation of 4S pattern in China with the study of Guangzhou Honda, and researches whether the foamation exists the inner mechanism of institutional change. On the other hand, aiming at the plight existing in the development of 4S and connecting with the theory of Institutional Equilibrium and Path Dependence, the author makes an in-depth analysis of its sources, demonstrates whether 4S pattern has the inner deficiency of institutional arrangement or other deeper causes. In the end, referred to the Europe Union's successful experiences of optimizing 4S pattern and in line with China's national conditions, the author puts forwards the countermeasures of optimizing 4S pattern in China from three angles of manufactures, dealers and the government.