| China’s auto industry since twenty-first Century is extremely rapid developed,2009.2010. 2011 for three consecutive years, occupying the world first car production country status, has been to automobile manufacturing power sequence forward.Since the Shanghai GM and Honda Guangzhou take the lead in the introduction of 4S model, the domestic brand car companies have to follow, in nearly seven or eight years, Chinese 4S shop number already jumped house whole world the first, each automobile brand 4S shops basically all over 100, while more than 400, more established companies in the country has thousands of special sales 4S shop, which leads to fierce competition between, auto 4S shops. Because the same city brand 4S store the intense coexist competition, only good automotive products, automotive 4S shop has not obtained the market share.In order to improve the competitiveness of automobile 4S stores, car 4S stores have become increasingly aware of the importance of establishing their own brand.As a result of automobile 4S stores, car products are distribution agents.The same brand of automobile 4S shop, operated by the product coessential change, its own brand building is attributed to its own service brand building.Aiming at the automobile 4S stores its own sen-ice brand building theory and Practice Research of automobile 4S stores, building its own service brand, improve the competitiveness of the market, has important guidance and practical significance. The innovation of this paper lies in:the automobile 4S stores its own brand construction theory is still lacking, this paper pointed out that automobile 4S stores its own brand construction, is to build service brand, and special attention to communication of the service brand construction role. This paper from the brand, marketing especially the dissemination study angle of view’of automobile 4S stores its own service brand construction undertook initial exploration, is a kind of new application research, has certain innovation. |
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