Limit The Purchase Under The Rnvironment Of The Survival And Development Of Automobile4S Shop

Automobile4s shop is the main sales pattern in China, how to overcome thedifficulties in the development of this sales pattern to conform to the transition of themarketing environment is an important research subject.This paper first research the Chinese marketing environment, and the car purchase ordriving restriction in the cities, then presents the problems of4s shop in its development anconstruction. Then it shows how to actualize the structural shift of4S shop, how toimprove service quality after sales and how to extend and stress the service of the4S shop.First this paper show the important influence of the macro-environment on theproduction and sale of automobile. Influence of automobile purchase or driving restrictionon the automobile sales, market competition and consuming behavior, taking Beijing andShanghai as an example mainly prove.Second, an analysis of the problems of4S shop at management mode, humanresources and4S shop construction. Analysis of profitability of the4S shop was madebased on an4S shop.Last, according to above-mentioned analysis some future efforts required in4S shopwas proposed. Firstly we should strength administration, promoting the brand value boththe automobile and the4S shop. Secondly, making efforts to doing well the servicemarketing. Thirdly customer precise management of4S shop, reducing customer churn,improving the extension of service-chain, stimulating customers repurchase, sales of usedcar, loan commissions, sales of high-quality spare parts, insurance commissions, car renting,automobile culture. etc are all can be used to increase profits of4S shops. Finally in thispaper, E-business、WeChat and Twitter all be investigated to reduce the cost of4S shops,increase efficiency and profits. The conclusion of this paper is studying the marketingenvironment, carry out service marketing, innovating marketing theory are the way out ofthe4S shop.