A Study On The Competitive Strategy Of Auto M&R Chain

In y2002,with more and more auto 4S stores and after-sale service enterprises growing,auto consumption in China has entered a booming stage.With the development,auto after-sale market grows rapidly and will be the only profit area in this industry.Whether to find a new developing model(especially in rapid repair field) or not,will heavily determine the fate of auto after-sale service providers.Chinese auto enterprises start later than other countries,as a result it's not well-regulated.It needs time before developing model and human resource get mature.Auto after-sale service enterprices rely on themselves to find a way out.The thesis will try to construct a full competition strategy framework for DC Auto based on Porter 4Ps competitioin strategy..It will first define the opportunity and threats for DC auto by PEST and Five-Force Model tools internally and externally. Based on SWOT analysis,the vision of DC auto is put forward as—"Being a personal auto service provider with comprehensive and regional chain stores'".DC auto also defines it's future with the marketing tools such as tied marketing,Blue Ocean Strategy,club marketing and outsourcing—to 1)benchmark personal vehicles service brand,2) build chain stores and 3) set the brand of fast M&R service.