A Study Of Strategies To The Current Operation And Development In Automobile 4S Shops In Shenyang

In recent years, the automobile industry has been developing rapidly and the number of ownership increases to 30,000,000 in China. The number of ownership in Shenyang is more than 580,000. Huge automobile inventory and fast automobile sales growth have provided the huge growth space for the automobile service industry development. Traditional auto sale service industry is receiving the international popular automobile 4S shop impact.In 1998, Guangzhou Honda, Audi and other auto factories established the leading automobile 4S shops in China. Automobile 4S shops have characteristics of novelty, well-equipment, automatic management, the comprehensively assistant service and the close relationship between production and marketing. Besides, the exquisite shopping environment helps consumers build senses of brand faith and loyalty so that the automobile sales volume expands. Therefore, this pattern receives a widespread favor, which was imitated by the domestic factories. In a short time, automobile 4S shops develop rapidly because of the production and sales promotion, which provide a suitable climate and soil in the previous two years. As consumers become more mature psychologically and so much for the higher demands for the products and the services.However, the mainstream automobile 4S shops have gone to an adjusting time after years of prosperity and so called "blowout" type of development. The profit is declining and competitions are furious and even some brand automobile 4S shops confront crisis. The automobile 4S shops with various contradicts and pressure are facing furious competitions and the unpredicted survival challenges and some are facing the condition of going out of business.In order to keep the automobile 4S shops business running well, it is certain to recognize the current situation. This article first analyzes the auto sales service management system domestically and internationally so that a conclusion has been made that Chinese auto sales service market is combining the mainstream automobile 4S shops with the network repairing shops in the countryside, which will exist and compete with each other and compensate for a long time. Further more, according to the analysis of the domestic and international automobile 4S shops the article presents the present operation process of automobile 4S shops in Shenyang and their maintaining level and the opinions about them. The article finds out the factors affecting automobile 4S shops' running process in which overinvestment, building shops blindly and lacking high skilled technicians are the main problems. Seven development strategies are presented to promote service management level in sales and enhance marketing competition. It is reminded for the shops of automobile 4S being constructed that a careful marketing research and study is necessary so that a blind construction is stopped. It is suggested that modern marketing theory be applied and brand consciousness be set up, double-win be realized by reducing cost and promoting service, which is the article's main idea.