The Research On The Motor 4S Shop's Brand Strategy

Along with the rapid development of motor industry of China, the importance of motor 4S shop becomes more and more clear. Motor 4S shop is a bridge between motor manufacture works and customers. It supplies information to both sides, and it is a very important part of motor industry, for motor 4S shop can transfer cars from factory to market timely.But there are some limitations in the development of many 4S shops for the moment, most of them lead a life in the shadow of famous motor brand, which can't form 4S shop's self-brand and influence.In order to improve the competitive ability of 4S shops, companies focus on the construction of self-brand. For nowadays, the diversities of the management of motor 4S shop are not only in the automobile products but also in the self-brand's influence, only has good cars is no longer the only way for companies to gain the share of market. Only combines agent brand with self-brand of the 4s shops can they have a good performance in motor market.Under the environment of fierce market competition, this paper deals with the issues of the brand strategy of 4s shops. The writer combines the relevant theories with work experience, and chooses Shenzhen Bowchuang 4S shop as the study object, to discuss this issue. Try to make some useful exploring in the car sales and after-sale serves of China.The article is divided into four parts. Part one is introduction. Based on the raised questions, illuminates the research field and its significance, and defines study method and steps. Part two studies theories, on the basis of the research at home and abroad, this article put up a basic view of the brand is a competitive force and the brand strategy has its peculiar strength. According to the theoretical studies, this article clarifies the purpose and focus of the 4s shops in the implement of the brand strategy. Part three analyses problems, the writer makes the use of 5F model and SWOT method, to analyze the 4S shop's competition status and brand strategy environment, to provide evidence for the effectively formulate and implement the brand strategy of the car sale enterprise. Part four solves problems, according to the theoretical studies and environmental analysis above, this paper puts forwards the concrete measure about the brand strategy of 4s shops from three aspects: reinforce customer Relationship management; implement diversity service; strengthen enterprise organize system.