The Problems And Countermeasures In The 4S Pattern Of Automobile Marketing

With the rapid development of China's automobile industry, China's auto market has become the world's most potential market. Since 2000, the domestic auto market has experienced a number of high-growth periods, production and sales a year to a higher level, with an average annual rate of 1,000,000, sales in 2006 reached 7,216,000, and in 2007 reached 8,882,400. The market has shown unprecedented vigor. But the huge increase in production and sales, auto dealers in the situation of all is not thriving.Compared with production and sales to running forward the big step, the domestic car market is still in its infancy as a whole is to raise the level of some brands of dealers in such a development has been very high income. With the era of private car consumption,the model of China's auto sales are rapidly changing, overnight, the sales channels are emerging such as brand 4S stores, road vehicle and so on, but the huge investment costs and a large number of dealers is to the bad,This article reviewed our country automobile industry development process and the auto sale pattern evolution briefly, has analyzed advantages and disadvantages of each kind of auto sale pattern; and it had pointed out the automobile 4S shop sales model itself exists in the question and the operation exists question. For example: The automobile plant and the sale on commission the status is not equal, the dealer is high to the automobile brand level of dependency, the 4S shop's investment and the profit differ so much as to be beyond comparison and so on questions. Finally had pointed out the car manufacturers and dealers to establish a "win-win total loss" relationship, in the rational distribution region the auto sale serves the mesh point, strengthens union between dealer's and so on to further consummate the automobile 4S shop sales model the countermeasure.