发展汽车4S店的利弊分析

The Advantages and Disadvantages of the Development of Auto 4S Store

4S汽车店是一种以"四位一体"为核心的汽车特许经营模式,包括整车销售、零配件、售后服务和信息反馈。汽车4S店是汽车营销方式中最为流行的一种,其起源于欧洲,随着贸易全球化以及市场竞争越来越激烈,4S店作为一种能够有效提升汽车品牌和汽车生产企业形象,并能同时提高顾客品牌忠诚度而最终提高利润的营销方式,迅速由发达国家传入中国等发展中国家。4S店在中国发展的现状是市场上汽车品牌众多、竞争十分激烈、中国4S店经销商经营能力有欠缺。应采取创造自己的品牌、注重服务而不是注重销量、实施多元化经营战略、扩大利润来源等措施来发展汽车4S店。

Auto 4S store is a franchised business model with the core ideas of sales,spare part service and survey.This model was originated from Europe and has become the most popular one.With trade globalization and severe competition,it has come into developing country with the advantages of enhancing brand and image of enterprises and improving customer＇s loyalty.Due to the variety of brands and lack of management,auto 4S stores in China should create its own brand,focus on service instead of sales,and carry out diverse business strategies so as to maintain a sustained development.