On The Customer Retention Tactics Of A Automobile 4S Shop Based On Internet

In the end of 2015,personal car amounts increased to 1.72 million which has brought huge automobile aftersales market capacity.Many internet enterprises focus on automotive aftersales grew in 2014 to 2015 quickly;Traditional 4S shop is impacted on price transparency,service convenience etc.At the same time,some state policy including antitrust investigation on the automotive industry,release parts franchise policy guidance to promote the traditional automobile 4S shop competition,and automobile manufactures issued their technical information to societies leading 4S shop lose technical advantage.So 4S shop faces into troubles including lower customer loyalty,poor customer stickiness,serious loss of customers,service operating income declining and so on.Now the main customer retention problems in A 4S shop include customer's error information rate is too high,can't provide on-site maintenance and service to far distance customer,poor affections on service activity,one-way connect with customer through new media.All these reasons cause lower service profit than real car amount;customer loss rate is too high,low customer loyalty.The author analyses A 4S shop's customer retention data and implement loss of customer survey,focus on customer loss status,loss reason,loss whereabouts,understanding of the brand of Internet media,Internet business' s impact to 4S shop.Get the reason of customer loss are far distance,high price,short mileage,and customers almost don't pay attention to dealer's self-media.All these aspects are consistent with analyzed weakness before,and don't improve the customer loss.So,based on Internet thinking: A 4S shop should convert to Internet thinking that "to the owner as the center”,proposed A auto 4S shop improve the service on five aspects of the customer life cycle management,reasonable use of the Internet means,to carry out tour door-to-door service,to improve the transparency,customer information.