Study On Influencing Factors And Model Of4S-shop Sales

In the recent10years, the passenger car industry of China was exploding. According to the data of China Passenger Car Meeting, the average growth rate is over20%every year from year of2000to2011. The growth rate in year of2012is about7.6%, which is much higher than any other countries or areas.4S shop quantity from less than2000in2005grows to about20000in the end of2012year.The passenger car industry and4S shop rapid growth is close with the high profit in the industry. But the passenger car marketing of China grows slowly after10years high growth, and the competition is more and more fierce. So the retail price are steady decline, the dealers’profit from sales income is very low. Now the macro-economic do not have recovery. Because the passenger car industry is closely related to the macro-economic, so the slowdown of macro-economic growth make the high growth of passenger car industry become difficult. It is no doubt that the competition will be more and more fiercely.At the same time, the government industry policy change bring unfavorable factors to passenger car industry. Beijing, Shanghai and Guangzhou released the registration-confining policy. Some big cities such as Xi’an, Shenzhen are considering to release some similar registration-confining policy. In China market, the government industry policy bring great stress to car enterprises.CAF(Chang’an Ford) started growth rapidly after year of2000, which is the8th great car company in China. CAF and its4S Shop how to face to the fierce competition and achieve success is very important task. The key factor of the task is how to improve the sales and profit.The paper focus on industry, and the advertisement, promotion, quantity of sales consultants, new product,4S shop location, and cites’tier, started year, training, General Manager and so on of CAF and it4S shop, competitors, government policy. Set up Mathematical Model. Use some tools such as SPSS analyse and research the these data, try to find the relationship between these variable and sales performance. Make use of patronage intention theory, the relationship between sales and traffic set up models, adopt the combination of the qualitative analysis and quantitative analysis. And then give some marketing and sales suggestions of product strategy, price strategy, promote strategy, CRM strategy to CAF company.