Discussion on Marketing Model of 4S Store

4S shop is an automobile franchise model with "four in one" as the core, including vehicle sales, spare parts, after-sales service and information investigation. Have a unified appearance image, a unified logo, a unified management standard, and only operate a single brand. It is a tangible market with outstanding personality, consistent channels and unified cultural concepts. The advantages of 4S stores in enhancing the image of automobile brands and automobile manufacturers are obvious. 4S marketing strategy 1. Considering the strategic positioning, auto parts dealers should adjust their product structure. With the continuous entry of 4S stores into the automotive supplies industry, the product mix of dealers has gradually become "light modification, heavy 4S stores". 2. Create professional services and enhance core competitiveness. Services are particularly important in the automotive supplies industry (especially automotive electronics). Of course, the importance of 4S store service need not be described in detail. Car 4S stores are located in remote areas and are not concentrated. Many manufacturers have to choose auto supplies dealers to do the local market because the service can't reach home. If the dealer has an excellent automobile 4S shop team to serve the automobile 4S shop, and do a good job in pre-sale, in-sale and after-sale services, it can reassure the automobile 4S shop, and can also negotiate with the manufacturers as the core competitiveness, laying a good foundation for obtaining the agent products. 3, bigger and stronger, reduce costs, 4S stores want to enter the automotive supplies industry, they will choose products that match their own models and have the same brand. Generally speaking, they will buy products from local distributors and manufacturers. Of course, the price must have a certain advantage. Dealers of auto supplies should do this to enlarge and strengthen their marketing network and services. In order to expand the network in the early stage, they can selectively distribute goods to automobile 4S shops. After the sales volume goes up, they will ask the manufacturers for more support. In order to reduce the purchase cost, manufacturers are required to reduce the agency price to the lowest point, even far below the supply price they provide to 4S stores (because their sales volume is far greater than the purchase volume of any 4S store). In order to make manufacturers willing to give the lowest price, they must also convert the usual monthly payment method into cash payment method, and dealers strive to obtain brand agents suitable for 4S stores (and require exclusivity). In addition, we can buy out some projects to reduce the procurement cost. In order to gain the advantage of sales price, we must also reduce sales and management costs to achieve the lowest total cost. The best in this respect is the large-scale home appliance dealers, which is worth learning. 4. In terms of specialty and positioning, products and channels should be separated. 4S stores and retail modified stores exist in a certain period of time, but because of different grades and positioning, the products needed are different. 4S stores need high-end products with image, brand and good service, while retail refit stores need cheap products. Effectively separating products from channels can make resources more concentrated and the image clearer. In order to better separate products and channels and reduce operating costs, 4S stores can use warehouses and office buildings for their products, while retail modification can set up wholesale stores in the street of automobile supplies, which can well separate products and channels, reduce operating costs and management costs, and ensure that product prices are not chaotic. 5. The products handled by auto parts dealers should be "complete and refined". "All" means that dealers should not only provide automotive electronic products such as car audio and video, anti-theft, GPS, tire pressure detector and reversing radar, but also provide products such as beauty care, decoration modification and explosion-proof membrane. In short, you have everything you need after buying a car. "Fine" means that because of the venue, 4S stores generally choose only a few brands in each category and choose products with comparative advantages and high cost performance. In order to meet the needs of 4S stores, auto parts dealers should realize a "complete and refined" product structure. 6. In order to do a good job in the business of the 4S store, it is necessary to set up the automobile supplies sales department of the 4S store, train a group of powerful marketers, communicate with people at all levels of the 4S store, and put the 4S store and retail channels in the same important position. 7. According to the characteristics of different development stages of 4S stores, adopt corresponding marketing strategies. For example, in the early days when 4S stores entered auto supplies, the profit of the whole vehicle was still relatively high. 4S stores generally use auto accessories as gifts, so choosing some practical, affordable and not very high-end products will definitely be recognized by 4S store merchants and cut into 4S store channels well. With the intensification of vehicle competition, profits are getting thinner and thinner. At this time, 4S shop merchants will regard auto supplies as a source of profit. Dealers of auto supplies should choose products that match the models and have personality and taste, so that they can be recognized by the owners and the 4S shops can make profits. In this case, the recommendation of automobile sales consultant plays a very important role in what automobile supplies and brands the owner buys. Therefore, in this case, some measures should be taken.