P A Study On The Transformation Mode Of Auto 4S Store In The New Retail Era

In the current fierce car competition market,especially under the impact of a new-round e-commerce car model,4S stores are faced with universal problems.At the same time,with the Internet,new energy vehicles continue to develop and improve.Based on the background investigation of domestic economic environment,luxury car market environment and domestic and foreign 4S store management mode,this paper chooses XA auto 4S store to carry on the research of transformation mode.The scheme of transformation mode is put forward,so that 4s store model can radiate new vitality in the new round of market competition.Through the interpretation of the new retail concept and the current application in the market,this paper investigates the background of domestic economic environment,luxury car market environment and 4S shop management mode at home and abroad,and selects the XA auto 4S store to carry on the research of the transformation mode.Through the new retail related concepts,4C theory,customer relationship management theory,customer life cycle theory and other related concepts discussed,as well as relevant research literature about various relationships of the new retail era auto 4S store model.It lays a good theoretical foundation for constructing the conceptual theoretical framework and putting forward hypotheses in this paper.Then,from the profit situation,process status,customer issues,it deeply analyses the current situation and problems of the traditional mode of the car 4S store.This paper divides the research of transformation mode into three modules: customer experience transformation,product structure transformation and transaction place transformation,and discusses how to transition the traditional sales and service model with "product oriented " to the new retail model with "customer oriented".And take NEW company as an example to illustrate the application and implementation of the new model.The innovation of this paper is as follows:(1)compare and analyze the 4S store model and the current situation of the new retail business systematically.This paper systematically summarizes the new retail and customer relationship management,marketing management domestic and foreign related models of literature,and summarized,comparative analysis;This paper deeply analyzes the characteristics,present situation and deficiency of 4S store mode in our country,which is helpful to provide other researchers with abundant materials.(2)put forward the business management mode suitable for 4S store at present.Because of the different environment,scale,development history and so on,4s store management mode has certain particularity.This paper is using for reference on the basis of the existing literature,a set of management modes suitable for the present situation is put forward based on the case of XA auto,which can set a role model for companies similar to XA about how to make effective management.