The Management Status Of The Auto 4S Shops And The Research Of The Counter Measures

Nowadays, management problems in auto 4S stores in China, such as low quality of employees, poor serving capability, and low credibility, have formed significant restrictions on enterprises'development. In such circumstances, it becomes an important issue for auto 4S stores to analyze and realize their own problems, and enhance their competence through improvements of management and services.With auto 4S stores in China as targets of analysis, this essay makes in-depth and detailed analysis of the present status and potential risks of auto 4S stores in China, reasons and factors that caused present problems in 4S store management in aspects of management ideas, modes, human resource management, marketing management, PR management, spare parts management, maintenance and after-sale services etc. On basis of the analysis results and modern management theories, it proposes specific measures to enhance 4S stores'management capability, creativity, services, and internal management. In the theory of service management, it brings forward the gap model of service provision. In the theory of marketing management, it proposes to diversify the marketing approaches through integrated marketing and intensive marketing. In the theory of PR management, it points out custom-oriented strategies for operation and management.The essay makes analysis of current status of and counter measures for the management of 4S stores at macro level, and reaches the conclusion that the shortages in operation and management of 4S stores is the inner cause for 4S crisis. Accordingly, it proposes the measures to build consciousness of services, enhance the management of services, improve service quality and establish standardized service flows, and to build excellent brands with cooperation as the basis and services as the core concept; to adopt marketing positioning strategy and diversified marketing approaches, conduct integrated marketing and intensive marketing, and enhance the management of human resources. Finally, with H Auto 4S Store of C City as example, the essay analyzes the current operation and management statuses of and measures for 4S stores by SWOT means. The essay also proposes specific measures for the enterprise, such as enhancing service management, improving PR management, and diversifying marketing approaches, enhancing team building, presenting enterprise culture, promoting brand strategy, and conducting price strategy.