Auto 4s Development Strategy Of The Shanghai Crown Song Group Study

4S of Automobile, which was firstly brought into China from Europe in 1988, depending on its sales and service, meanwhile, with its terminal advantage of molding the brand, has gradually become the main channel of distribution services adopted by automobile manufacturers.However, as Chinese automobile market has matured step by step, the marketing idea is continuously developing, and the consumers' consumption psychology has become mature, 4S of Automobile, after a few brilliant years, gradually entered a period of adjustment. Therefore, its profit has rapidly decreased, the industry competition is getting fiercer, moreover, the survival crisis has appeared in some 4S stores of famous brand. 4S of Automobile, as a mainstream model of car sales, has become dim.Owing to the diversification of users'needs and the more stringent requirement on products and services, the operators of automobile 4S have realized that only by offering more professional , more comprehensive and in-depth services can they cultivate advantages over others, can they raise their competitiveness to win the fierce competition.In order to develop 4s stores continuously, healthily and steadily, it is necessary to properly understand the current situation, to carefully analyze the influencing factors and to give targeted solutions. Besides, with the application of modern strategy management and some relevant marketing theories and methods, through reducing costs and improving services, the enterprise long-term development of 4S of Automobile can be realized and the brilliant situation as a mainstream model of car sales can be continued.The main topic of this article is on modern strategy for enterprise development, taking enterprise reforming of Shanghai Guansong Group Limited company as the case background. Current situation and developing trend being analyzed and studied, the practice of strategy management during the process of 4S enterprise development and management being discussed, therefore the sales and service strategic planning and marketing proposals are put forward. The body of this article consists of four parts as follows.In PartⅠ, the development and reform of Guansong Group is taken as the title, the 16-year development is reviewed, the current situation and the development trend of automobile serving enterprise is displayed, and then the problem of how to maintain 4S auto stores continuous and healthy development in the current fierce market competition is raised. In PartⅡ, based on the market background of increasingly fierce competition and increasingly irrational consumption, this case is further analyzed and studied after the problem is put forward, the external factors and internal factors affecting the development of an automobile 4S are diagnosed. The opportunities and challenges that Guansong Group are facing during the development of automobile 4S are stated, and the four major bottlenecks that plague Guansong Group's development have been analyzed.In PartⅢ, with the puzzles in the development process as well as the opportunities and challenges Guansong Group are facing, with foreign mature marketing experience and practice to be the reference, the inherent laws and key elements of the development of automobile 4S are analyzed. Combined with our national conditions and the specific conditions of the enterprise, the key practical plan of how to keep developing automobile 4S is analyzed and the development strategy formulated by the enterprise' core competencies is put forward.In PartⅣ, based on the analysis of the market and development of 4S of automobile, the case applicability is being explored and reflected, including the following specific service projects and measures: to create service brand, to expand service areas for automobile 4S,to bring in car rental, to set up repair-service chain, to form market union and acquisitions, IPO, to offer secondhand car displacement etc. Combined with the exploration and practice in the process of Guansong Group's development, support and protection is provided for the implementation of the enterprise strategy, to eventually achieve the enterprise strategic objectives,.To sum up, automobile 4S development, as any other industry, after having experienced the period of prosperity, starts to show management crisis and step into the abyss. But after the analysis, automobile 4S is far from dying out from the stage of history. In fact, automobile 4S, the main modern auto service industry, is in an initial stage in our country. With the innovative thinking and ideas, breaking through the narrow and mechanical management model, actively exploring the new service functions for automobile 4S, and offering the automotive market intensive services, automotive service industry is promising, the development of automotive 4S will surely be sustained, healthy and stable .