1. Automobile 4S shop is completely a vassal of automobile manufacturers and basically has no right to speak. It doesn't have its own brand image. 3. Eat entirely by car brands. 4. The operating cost is too high and the profit is low. 5. The quality of the professional team is not high and the team is unstable.
Management countermeasures and ideas
In view of the above analysis, the relevant business ideas and countermeasures are as follows:
1. Maintain the stability of the service team. The loss of an excellent service staff will take away the company's customers, which is a great loss for the company. Companies should serve their employees well in terms of employee treatment, training and promotion, and incentive system. Automobile 4S stores should establish the concept that "the company serves its employees well, and the employees will serve customers well" to create the stability of the service team.
2. Strengthen customer relationship management, tap customer resources, establish a customer relationship management system and related management systems and execution, timely transform sales customers into after-sales customers, provide customers with timely and effective "one-on-one" services, and effectively communicate and manage customers.
3. Strictly control costs and expenses.
It is necessary to establish the concept of cost among all employees, direct the control of cost to the relevant responsible persons, and establish corresponding incentive policies to establish an inevitable connection between the control of cost and employee bonuses.
4. Service consultant team building
The level of service consultant team is directly related to the maintenance business volume of stores. Relevant incentive policies should be formulated from the aspects of service attitude, professional level, output value and the number of pick-up stations. , so as to improve the enthusiasm and professional level of service consultants.
5. Build a maintenance star engineer
The automobile industry has always been dominated by automobile sales, and various appraisal activities of automobile sales personnel by news media have emerged one after another, but automobile maintenance has been in a cold state in recent years. In recent years, the investment in automobile maintenance has been increasing. Therefore, firstly, building a star-rated maintenance engineer in a 4S shop to show customers high-quality maintenance technology and service level will help improve the reputation of enterprises, dispel customers' concerns and promote the steady growth of in-store maintenance.
6. Strengthen the execution of the relevant management system of the maintenance station.
Manufacturers have detailed regulations on the management system of maintenance stations, but the execution of the system is different, especially for maintenance stations. In order to show our service and technical level to customers, the maintenance station must integrate quota management, kanban management, process flow, quality control, tools and materials management into daily business activities as required, making it a behavior habit of the maintenance station and making customers feel that the maintenance station is orderly, rhythmic and attentive.
7. Create your own service brand.
At present, it is difficult for a single 4S store to break through the restrictions of manufacturers and establish its own brand image. It is necessary to do an article in the aftermarket of automobiles. From the strategic point of view of the company's development, we can establish a chain operation system of quick repair, maintenance and beauty installation, and establish a chain store in Guangzhou by joining the chain. As far as the market competition trend of the whole automobile industry chain is concerned, automobile after-sales service maintenance is the most important link. If enterprises want to practice and have strong competitiveness, they must establish their own brand of fast repair and maintenance beauty chain management system. This is the foundation for automobile service enterprises to become bigger and stronger, and it is also the key point to shape their own image and participate in the competition in an invincible position.
The establishment of chain operation system for quick repair, maintenance and beauty installation can be divided into two levels. The first level is to join a chain store to provide customers with nearby services, mainly responsible for maintenance, dealing with common minor problems and simple car beauty. The second floor is the beauty repair center store, which is mainly for the installation of large pieces and the consultation of maintenance experts for "intractable diseases". Only on the basis of the chain operation system of quick repair, maintenance and beauty installation can we ensure the stable development of vehicle sales and parts sales.
After Aux and other home appliance companies announced their withdrawal from the automobile "complete vehicle" manufacturing industry, automotive electronic products with relatively low investment risk became the vane for home appliance companies to enter the automobile industry. It is reported that Konka has positioned automotive electronics as the strategic business of the Group. Then Skyworth also established two production lines, which can develop more than 30 kinds of car multimedia products by itself.
One thing can't be ignored. Although Konka, TCL, Skyworth and a large number of well-known enterprises such as ZTE, Huawei, Jinghua, Sannuo and Guowei are actively entering the automotive electronics market, it is also a fact that domestic automotive electronic products are difficult to enter the field of vehicle manufacturing.
The government is also controlling the actions of these home appliance companies. At the beginning of June 5438+ 10 this year, the National Development and Reform Commission and the Ministry of Commerce published the Catalogue of Foreign Investment-oriented Industries revised in 2004, and the automobile electronic device manufacturing was included in the newly added Catalogue of Encouraged Foreign Investment.
Since then, the governments of Beijing, Tianjin, Shenzhen, Changchun, Shanghai and other places have set their eyes on the automotive electronics industry, and the competition for automotive electronics industry bases is being launched among these big cities. The Development Plan of Shenzhen Automotive Electronics Industry compiled by Shenzhen Development and Reform Bureau has passed the expert review, and it is proposed that the output value of automotive electronics products will exceed 30 billion yuan in 20 10, and the goal of cultivating two or three enterprises is emphasized.
The technological bottleneck of domestic enterprises and the benefit cake of new markets are indeed big enough, but the entry threshold is not low. At present, the technical content of automotive electronic products in China is generally not high, and it is in the downstream low-end stage. "Nothing is lacking, what is lacking is technology. Our biggest bottleneck at present is technology. " The leader in charge of automotive electronic affairs of a domestic enterprise said so.
A common problem in China's automobile industry is the lack of core technical capabilities. Due to the lack of accumulated automotive electronic technology, the backwardness of its own automotive industry, low design ability and low technical level, it is almost difficult for domestic automotive electronic products to enter the field of vehicle manufacturing at present.
Cost advantage will remain the key for China home appliance manufacturers to gain a foothold in the automotive electronics industry. With the continuous decline of automobile prices, it is becoming a great wish of automobile manufacturers to find new electronic products to effectively reduce costs. At present, this is an excellent opportunity for us.
When analyzing the market opportunities of automotive electronic products in the future, the boss of a domestic home appliance enterprise said: "Like the color TV in those days, although many technologies and almost all pre-installed markets are now controlled by foreign enterprises, with the emergence of cost demands of automobile manufacturers, domestic enterprises will have a lot of opportunities in the future."