Research On The Strategy Of Enhancing The Profitability Of DZYQ Dealers

The automobile industry is an important pillar industry of the national economy,the industrial chain is long,the correlation degree is high,the employment scope is broad,the consumption is big,plays the vital role in the national economy and the social development.Since 2008,along with the national policy to stimulate the economy,Chinese automobile industry entered a booming period,car sales have explosive growth lasted three years,the average annual growth rate is over 30%.Chinese market beyond the U.S.market became the world's first passenger car sales market Major auto companies have been forced to increase investment in new products,expand production capacity,production and marketing targets steadily rising.In the domestic market,automobile enterprises mainly rely on the dealer to do car sales and service work,in order to complete the rising sales target,each company began to increase the construction of the network,the number of the brand dealers increased sharply.The number of the brand dealers increased sharply.DZYQ company,for example,from 2008 to 2016 the number of dealers increased by more than 500.From 2011,China car sales growth rate decreased,but the sales target of automobile enterprises is still increasing.With the market competition intensifies,the dealer profitability continued to decline.If the product is good,the dealer can easily make money,but now the dealer's problem is they don't have a good product,product premium does not exist,in order to complete the sales target,they often be on sale.The new car sales profit continued to decline,the same to service sectors due to the lack of service capabilities.In the face of the increasingly competitive environment of the automotive market,car dealers facing the situation of vital importance.As a car manufacturer,it is necessary to enhance the profitability of the dealer as a key work in the near future.On the one hand,dealers profit from their own operations,there are still a large part of the assessment from the manufacturers rebate.In recent years,DZYQ companies tend to be softer on their dealers,and increase the sales support.At the same time,with the help of the purchase tax halved policy,2016 dealer profitability is better,but the security dealers continued profitability is not a policy change can be achieved,not only need effective incentive policies,and also need profit business value chain decomposition and then to explore the value creation points of dealers' sales and service,help dealers to develop strategies and measures to improve the profitability of sales and service sectors.At the dealer level,the sales link,through the value chain decomposition,find the key dealer improvement: vehicle sales promotion and accessories business,to the dealer business level.Through market activities,store reception and service,the potential customer tracking and transactions,online sales to enhance the vehicle sales profit,through accessories / boutique display and presentation,recommendation and marketing to carry out the two links to enhance the quality of accessories business.These six aspects of improvement through the staffing,the process of combing,management measures and the development of their own hardware to improve the dealer to complete improvements,guide dealers how to improve these six businesses.Through the decomposition of the value chain,we can find the key improvement items of the dealer: the output value of the whole maintenance service.By visiting dealers found the main problems,the project will determine the value creation for attracting clients,service marketing and customer maintenance activities,as the main part of the dealer's own needs to be improved,at the same time,follow-up admission times,income,price,accessories boutique customer churn rate and other indicators to ensure the completion of the creation of value.At the same time,by tracking the maintenance times,accessories boutique revenue,customer price,customer churn rate and other indicators to ensure the completion of the creation of value.After the completion of the improvement measures to improve profitability,through the company's headquarters,regional division,the dealer group to develop strategies to enhance the protection measures for the realization of the dealer toenhance profits escort.