Research On Promotion Of BMW Changchun RA4S Shops Competitive Ability

With the progress of science and technology and the improvement of the material, thedomestic demand for family car, some foreign brand of high-grade cars began to be ordinarypeople family instead of walking tool, by contrast, auto after-sales service is a greaterdemand market. Especially the average person on the high-grade car maintenance,accessories and so on demand more relative to the economy cars. Along with this demand,the middle-grade auto4s shops also have miraculously appear in big cities, the competitionhots up. Under the condition of the car prices tend to be more transparent, through improvethe level of service to win customers has become the main strategic direction of each4sshop, and the advantage of the enterprise itself is not easy to be copied and replication is thenecessary condition to maintain long-term competitiveness.Taking chang chun RA BMW auto4s shops for case study, the purpose is to identifythe company’s core competitive ability, thus make the company to play their own advantagesof value-added service. Research mainly from the following content.The first chapter of thisarticle, first put forward in this paper, the research background and research significance;Secondly puts forward the research methods and research content; Finally, this researchcovers the theory of the conceptual definition and connotation of comb.In the second chapter,the author of BMW chang chun automobile4s shops in the competitive environment isanalyzed, combining with the porter five model, through the analysis of the supplier, analysisof existing competitors, potential entrants, threat and strip product and customer analysis, thedomestic automobile market as well as the4s shop after analyses the competitiveenvironment. On this basis, refine the RA overall framework of internal resources. Secondly,using the method of SWOT analysis chang chun RA BMW car4s shop’s strengths andweaknesses, opportunities and challenges in the development of the comb, finally make acomprehensive analysis. In the third part, the author has carried on the case analysis, thepresent situation on the development of chang chun RA auto4s shops are analyzed. Firstlythe basic situation of the company, has carried on the simple introduction; Secondly analyzedabout the present situation of the development of the company; Finally, from the market,human resources, customer relations, such as cost a few more points out the company of themain problems existing in the development process. In the fourth part, the core competition of chang chun RA BMW car4s shop elements continued to build. It analyses thecompetitiveness of the4s store identification, and has carried on the questionnaire surveyand analysis. In the fifth part, in view of the above, the recognition of core competitivenessand generalization from optimized profit model, strengthen customer relationshipmanagement, enhance the level of service marketing paper discussed three RAcountermeasure and the suggestion for the development of the company. Finally, in the sixthchapter, has carried on the summary and prospect of this article.