| China's automobile industry ushered in a period of great development,especially SUV is formed a "blowout" situation in the past five years,under this background of rapid development,the American Chrysler as one of the world's most professional SUV manufacturers,it has opened 109 4S shops in china by the end of June 2012,but so far it haven't set up 4S shop in jiaxing city which also made the same development like a raging fire in automobile market.The author as a project leader of Jiaxing Chrysler automobile 4S shop,in macroscopic scale,made a delicate survey and profound analysis of the prospect for the automobile industry,also made a special market research to the SUV;in microscopic scale,based on the auto market analysis of current development situation and the future development trend in Jiaxing,Combined with the car market analysis of various brand of Chrysler,detailed to specific project site selection,cost and benefit and so on,provided a profile of the investment feasibility for Chrysler to open 4S stores in Jiaxing,and formulated Marketing Strategy after the implementation of this project.This thesis not only analyze in macroscopic scale on auto market but also in microscopic scale on the 4S store's operational details,hence to provide a complete theoretical basis and the rich data support for any car brand investment applicant.It can also serve as a template for the applicant of other investment projects. |
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