Research On The Location Selection Plan Of Chery Brand 4s Stores In ZhuCheng

In recent years,with the continuous development of China’s economy,the automobile market has begun to enter a period of rapid development,the sales of automobiles have been increasing year by year,and the number of automobile 4s shops has also been increasing,so automobiles have begun to enter the mass family;today,entering the 21st century,as consumers’demand for quality of life continues to climb,their propensity to consume is also gradually changing,today’s car dealers should pay more attention to the strategy of location,marketing,branding,boutique and individuation in the investment,construction and management of 4S stores,they must constantly adjust their direction and business strategy in order to be more competitive and profitable in the long run,such as store expansion,external executives and so on.The first thing to be considered before the automobile 4s shop is to choose its location.A suitable storefront can not only occupy the geographical advantage,but also enable the operator to be in a favorable competitive environment,which is convenient for sustainable development in the later period,can also let the storefront brand get better dissemination,for the promotion of local market reputation has a pivotal role,so a car 4s shop to long-term development must be scientific location strategy.This research takes Chery Automobile 4s shop as the research object,studies the Zhucheng Automobile 4s Shop Location Project,analyzes the influence factor of the automobile 4s shop location specifically through some location analysis methods.After these years of development,although Chery automobile has gradually formed a set of location selection methods and decision-making methods suitable for itself,providing a certain basis for the continuous growth of the company’s business indicators;however,after further analysis,it is found that,chery automobile on the current location strategy still has some inappropriateness,for example:First of all,in the entire site selection process,the network staff has never quoted or implemented a specific set of methods to judge the storefront;Second,Chery’s internal location decision-making is also relatively subjective,the main performance of the management will be based on the site provided by the network staff site photos and other materials to hold a discussion,vote whether the site storefront is approved;Another point is that Chery,as a brand host factory,does not know the local store rental market and has relatively weak control over the basic rental price information,so it usually pays insufficient attention to the rental cost during the site selection process,low sensitivity.In spite of these problems,the car market in the early years was catching up with the booming development,and the large increase in sales could completely cover these problems,thus giving rise to the saying that "it is difficult to lose money as long as you open a shop and sell a car",however,after the market craze receded,these problems were also exposed,resulting in recent years into the Chery system of automobile 4s shop in the operating process encountered a lot of difficulties.Therefore,in order to help Chery automobile solve the above problems,the author read a lot of domestic and foreign scholars research literature,study the related research results,as well as the theory about the location of the store,and quote it,in this study,a specific site selection evaluation design is proposed.Combined with the final research results of this paper,according to the operating characteristics of Chery brand cars,this paper analyzes the present situation and problems of Chery location strategy,and around the analysis of the factors influencing the location selection of 4s car stores,constructs the location index system,and quantifies each index,using analytic hierarchy process(AHP),this paper puts forward a site selection scheme,scores the weighted combination,and calculates the most suitable site in site selection alternatives A,B and C.Finally,it is expected to provide a reference for Chery brand to build stores in other districts.