Study On Auto-Mobile After-sale Operation Mode Of China

Since the21st century, with the development of China’s economy and the improvement of living quality of people, automobiles, as a bulk commodity have been part of the life of millions of people in China. Currently, although the production and sales of automobiles in China remain the top of the world, the profits of whole-car production has been decreasing annually as the world giant automobile makers move in China, which has aroused intense competition, and the after-sale service in automobile industry turns out to be the growth point. Under such circumstances, China’s after-sale market in car industry has been the biggest in the world with the increase of automobile sales and is considered as the golden treasure of automobile industry. Therefore, this article will try to make analysis of the characteristics and problems of China’s after-sale market and give proposal on the solutions to these problems as well as the ideas on future development by studying China’s after-sale market and learning through the experience of mature after-sale market in the western developed countries.As the main body of the developed automobile industry, the after-sale market has been the main source of late profits in the automotive industry. The after-sale market in developed countries has moved toward the road of specialization and chain operators so that it can provide consumers with convenience, transparent prices, reliable product quality. And their after-sale market develops their brand reputation by brand management and expand to the world. Nowadays, the giant chain companies such as Mary of the United States, Red Hat of Japan, Bosch of Germany have established numerous chain service institutions in all large cities in China. These companies have succeeded in attracting a lot of consumers and earned large profits through unified operation, unified processes, and standardized services. However, China’s automobile markets are still isolated without unified management.This article introduces the theory of Michael Porter’s value chain, and tries to propose the value chain theory analysis method in automotive industry with full consideration of the auto industry and then adopts this method to analyze the status quo and problems of China’s automotive industry value chain. This article also endeavors to figure out the problems which should be solved for the further development of the after-sale market by analyzing the Auto Parts City model, the brand4S store mode, the mode of repair workshops, chain business model which arise in the development of China’s automobile industry. Meanwhile, through comparison and study of the mature after-sale markets in the United States, Europe, Japan and other developed countries and areas, the article will put forward the way to develop China’s after-sale market with consideration of the our nation’s characteristics and the reality of auto industry.Finally, based on the case study of the two models of the automobile after-sale market in China, I try to propose the future development direction of our auto after-sale market, which is the road with the combination of the auto after-sale service chain store and the brand4S store.