Research On Revenue Management Strategies For Auto Dealers(Auto4S Store) Considered On The Consumer Behavior

At present, most of the vehicle markets in China are operating under the mode offranchising management, the competitions among automobile dealers are increasing,the profit margins become smaller; Meanwhile, the consumer demand for cars aregrowing in the rationalization and diversification, the traditional sales mode of "aprice for a car" cannot meet the new characteristics and requirements of vehiclemarket now. This paper aims at combining characteristics of consumer demands anddeveloping appropriate revenue management strategies in response to the demand ofconsumers and to improve the degree of customer satisfaction, at the same time,enhancing the income levels of vehicle dealers effectively, and making the win-winmanagement target of consumer and whole car dealers come true ultimately.This paper based on the characteristics and classification of consumer behaviorduring the purchasing process, analyzed the impact of inter-temporal substitution andstrategic customer behavior and customer behavior and multi-product revenuemanagement to the revenue of vehicle dealers, and the effect on inventory control,according to the basic ideas of revenue management, proposed Auto4S store modelwhich considered the inter-temporal substitution and strategic and an expectedrevenue model of vehicle dealers which considered customer behavior andmulti-product revenue management, which provided decision support for automobiledealers on the realization of consumer demand oriented mode and revenuemaximization decision-making objective.Firstly, the paper reviews the research in the fields of Customer behavior andRevenue management respectively, such as concept, characteristics and classificationof the consumer behavior, and analyzes the differences between the two kindsof revenue management strategy for consumer behavior. Then, the paper focuses onthe analysis, refine the behavioral characteristics of the Auto4S store of consumers,analyzed the impact of inter-temporal substitution and strategic customer behaviorand customer behavior and multi-product revenue management to the revenue ofvehicle dealers, according to the basic ideas of revenue management, proposed Auto4S store model which considered the inter-temporal substitution and strategic and anexpected revenue model of vehicle dealers which considered customer behavior andmulti-product revenue management， comparison of the consumer behavior ofdifferent commodities under the valuation and service level of the whole car dealers inthe commodity price, inventory, and gains the influence of the three aspects. Finally,taking the Changchun XX Audi Automobile Sales&Service Co., LTD as a case, wetest the established revenue model for vehicle dealers, and determine the best priceand the best inventory of vehicle, which improving the income level of the vehicledealers while meeting the consumer service level requirement, and having the reference value for assisting consumers in purchase decisions and vehicle dealers inselecting revenue management strategy scientifically and effectively.