1、1 外文文献及翻译 Automotive marketing services are always accompanied by Auto 4S shops or automobile dealers and customers arising in the course of cooperation. Into in the whole process of marketing services before-sale service, in-sale service and after-sale service. Car sales Qian service is through mar
2、keting personnel to car products of related related information made to target customer, including car of technology indicators, and main performance, and configuration and price,； sales in the service is is for customer provides advisory, and shopping guide, and ordered, and settlement and car junc
3、tion, service； car after-sales service is for customer on car do debugging, and maintenance, and maintenance, excluded technology fault, provides technology support, sent products improved or upgrade information and get customer on car products and service of feedback information. Auto market after-
4、sales service appear inevitable outcome is the result of market competition. Car products in development to must degree Shang, manufacturing technology has comparable, is car market from products steering service of main causes, however, after-sales service often is car 4S shop or car dealer of main
5、 strategy ACE, and reality of car after-sales service in the exists many of problem is consumer by understanding of, thus effect has consumer on car products of purchase and accept car after-sales service produced has many negative of effect. Therefore, automotive products, after-sales service, meti
6、culous auto 4S shops or automobile dealers touched the hearts of customers, enhancing customer satisfaction, win the market. This shows that the automotive after-sales services the importance of the role, automotive after-sales service in the whole process of automobile marketing has a special missi
7、on, for automotive products and services into the market of excess and plays an active role in promoting development, is of far-reaching significance, the prosperity market.? Described above is very general, then Ill describe in detail. 4S shop is a car service, including vehicle sales (sale), spare
8、 parts (spare part), service (service), feedback (survey), 4S refers to four feature set in one of the automobile service enterprise is actually four prefixed abbreviations of English words. Although the automotive industry in Chinas long history behind that of the developed countries, but the servi
9、ce mode of evolution could go is basically the same way, is also a foreign auto industry abbreviation for more than 100 years of history. In 4S shop of construction Shang, abroad of car shop most no China construction was Deluxe, hardware facilities grade not is high, its investment scale also does
10、not necessarily than domestic car shop large, but abroad car shop of management service level, software construction but is first-class of, can be described as detailed nuanced, absolute not appears only let see appearance, not let into compartments of things, even some car shop are has own of test
11、field, customer can free to pick and test. During the entire automotive profits, vehicle sales, parts, repair of the scale structure is 2:1:4. Profit is the main part of the automobile benefit of maintenance service, importance is obvious to the store. The 4S shops, is only after 99 gradually from E
12、urope into Chinas imported goods. Between the various manufacturers and because it has established close relations of production and 2 marketing, with shopping and beautiful environment, brand awareness, and other advantages, once the domestic many manufacturers follow suit. 4S shops generally take
13、a brand in a region a or relatively equal distribution of several stores, in accordance with the uniform inside and outside the shop design requires the construction of production plant, huge investment, and millions, even tens of millions of, luxurious, comfortable environment.? Market analysis of
14、4S store investment is very large, in Beijing, 4S shop hardware investment is typically $ 15 million or so, liquidity in the sales between 5 million 1000 million. Some sales economical cars of 4S store investment is relatively less, but also need to be about $ 8 million. Such enormous investments di
15、d not stop peoples enthusiasm, any vehicle manufacturers if you are in the national collection of 4S dealers, usually the environment. Tianjin Wei Chi prepared Toyota dealers about 40 or so, but there are more than more than 400 dealers submitted application to Tianjin Toyota. Due mainly because it
16、is making money selling cars, if you select a good auto manufacturers, may recoup their investment in two years. But whats good for car manufacturers standards? an authoritative person believes that at present, almost every car manufacturers policies, are mainly manufacturers of brand and product co
17、mpetition. That is, not only to select a car manufacturer currently produced products, enterprises have to brand awareness and the development potential of the enterprise, this haunting mainly refers to the intensity of enterprise brand and introduce new models of frequency speed. First batch of Sha
18、nghai GMs dealers and auto sales, said they chose the Agency Shanghai GM car, considering that universal is the worlds largest car dealer, and investment in China and technical research and development efforts. In addition, SGM you want from the market now, sprang from the 4S shops are currently rel
19、ying on high demand State business profit, this form of marketing for sales volume special models or brands, is the best. Therefore in the eyes of many dealers, as long as the product of your choice, and I collect the money on the line. One agent had seven or eight car brand CEO said, to make money,
20、 the key depends on what brand is your agents car, cars are popular models, if 4S shops selling vehicles is marketable vehicle, often sold part is the main source of income. In a most sell well Honda cars, for example, in the case is not a fare increase, selling a Honda car in Beijing to earn $ 15,0
21、00, but the reality is that Honda vehicles in short supply, increase sales is very common, and partly because the fare increase not invoice nor pay taxes also enables dealers to earn more profits. Beijing, a profit of at least the Honda 4S shop, last years net profit reached $ 4 million. Apart from
22、Honda, Audi, and Buick are fare sales, if your agent now that several models, can essentially opens with a view to collect money. Course, not all dealers can get tight models Agency, they are what are some ways to make money then? a proxy Jetta car dealer said: now sells the vehicle does not make mo
23、ney, if single-make money by selling the vehicle the dealer went dead. Most of the articles have been added in selling the vehicle. The person said article refers to the manufacturers rebates, insurance fees, interior decoration and maintenance, etc. Many dealer tried get agent qualification, is bec
24、ause has has store Hou on can returned to Lee, this proportion quite high, General in 2%5% Zhijian, sold in trade additional of 4S store kan and car sales company, 3 sentiment always is Mong Kok, reporter to had times found are is so, this although and Shanghai General of models hot has is large rel
25、ationship, but also important of is, this shop of location is good, around crowd of consumption ability is strong. Not all of 4S shop are has kan and such of good luck, 4S shop location of decided right to by car manufacturers confirmed, because manufacturers of planning and layout, now some 4S shop
26、 of location are not too good, and currently most car user also are is first times buy car, they often is taxi or sat bus to buy car, such they usually will select to traffic facilitate of local, rare business of 4S shop to survival, often used very flexible of operating mechanism. The general pract
27、ice, such as Beijing or Northern was at the Asian Games Village automobile exchange market automobile exchange market to apply for a booth, or look for partners in these areas, so that the business extension. Course, there are many 4S shop dealers within the automobile market to rent an Office calle
28、d the Advisory Service or service to sell more cars, compared with the 4S shops, to popular much of the automotive market. At this stage, general consumers also purchase of economical cars, auto brand is not a major factor in their purchase, they are most sensitive to price, the price changes of the
29、 same grade products are most interested in, if car prices, sales will rise. By contrast, comparison of cars for auto manufacturers on the same grade is the second level needs. Although the attitude of facilities, services and automobile 4S shop compared to market has greatly improved, but this did
30、not necessarily longzhu far too many users, while car market prices due to more flexible, rising down, you can shop around, so many consumers also will choose in the car market car buyers. The same, any market good morning selling cars, should be, and get the market operation, because in the 4S shop
31、s selling cars are not allowed to increase, but the prices of cars on the market alive. New car listing standard is only temporary, and will automatically go to the market after a period of time. Such as Volvo, is a price in stores, is also a price in the market, as long as competitive spreads. In t
32、his way, useless 4S shop, for consumers, does not make any sense, its main function becomes wholesale car and after-sales service. These practices are clearly not allowed by the auto manufacturers, but in order to survive had to so many 4S shops, manufacturers will understand 4S shop problems, many
33、manufacturers treat 4S shop is often turn a blind eye. Approximately a $ 100,000 car manufacturers rebate up to $ 2000, this profit dealer attaches. I believe I described above, all automobile 4S shop should have an in-depth understanding. Then we start entering now today I want to talk about the to
34、pic: automotive marketing services. Automotive marketing services has three parts: before-sale service, in-sale service and after-sales service. My thesis is focused on the subject of auto after-sale service. Present situation of domestic automobile service trade for everyone to see, shops are every
35、where, there is no formation of scale, low-price competition between the stores and shops, pull out each other severely disordered formation of business had an impact on competitiveness in this area. Chain management in a way that they can become consortium of one or more organic? automobile after-sale service area, the auto service chain management in enterprises how to sing well play it? Chain become the development trend of automotive aftermarket service areas is a big market, certainly in the future will be the important position of competing parties. In particular
