Reseach On Automobile 4S Marketing Mode Based On SCP Paradigm

With China’s economy into the new normal,the number of automobilesales growth slowly year by year.While benefiting from the impact of big data and intelligent,China’s auto industry is also facing major challenges and opportunities,traditional 4S sales model will face new changes.Admittedly,the development of China’s automobile 4S marketing mode there are still many problems.In this article,the SCP paradigm from our country automobile 4S marketing market structure,market behavior,market performance of three aspects to find the key factors affect the comprehensive development of automobile 4S marketing,combined with the policy effect and social benefit the construction of evaluation index system of the automobile 4S marketing,the existing automobile 4S shop marketing model for scientific evaluation,in order to for regional government to solve the problems facing the 4S shop to provide effective guidance,promote our country automobile 4S shop innovation,transformation and green development.The structure of this paper is as follows:First of all,define the market that this article wants to study--China’s domestic car sales market.This paper introduces the overall distribution of China’s auto 4S shop,and deeply analyzes the operating category and the profit structure of the existing 4S stores.To explain the relevant concepts and theories,to explore the development and current situation of the domestic and foreign existing car dealer 4S store sales model.Secondly,based on the SCP analysis model,the market structure,market behavior and market performance of the 4S sales model in Chinese car market are analyzed,and the reasons for the development of 4S marketing in China are found out.Again,according to the characteristics of the market of our country car sales 4S,selecting a plurality of market of our country car 4S sales in the new normal marketing development level evaluation index and secondary indexes,the establishment of comprehensive evaluation model for the 4S marketing development of Chinese car market,using fuzzy AHP to get the weight of each evaluation index system of empowerment,market of our country car sales 4S model under the new normal comprehensive development evaluation index system.Finally,in Chengdu car market sales 4S model as an example,qualitative benchmarking analysis and integrated development of the comprehensive evaluation,think that social benefits in the comprehensive development of Chengdu City automobile 4S marketing pattern score highest.The second and the third score is the market performance and market behavior.State of the automotive industry policy factors score more satisfied,better lead the car 4S store transformation and upgrading,and the development of the market structure is relatively weak.Through an example analysis,it is proved that the design of this paper is the scientific rationality of the evaluation index system of the comprehensive development of the automobile 4S marketing.Through an example analysis,it is proved that the design of this paper is the scientific rationality of the evaluation index system of the comprehensive development of the automobile 4S marketing.According to the problems existing in the 4S sales model of car market in our country,it puts forward some suggestions to optimize the 4S sales model of China’s car market,and provides some reference for other scholars’ research.