2/kloc-0 Since the beginning of the century, with the increasingly fierce competition in the automobile industry, in addition to the traditional automobile trade market, China's automobile sales market has also appeared in many forms, such as supermarket-style hypermarkets, automobile streets, franchised dealers, franchise stores and so on. At present, major domestic automobile manufacturers have set up franchisees (or specialty stores) in major cities across the country. All manufacturers have put forward requirements for authorized franchisees (or specialty stores) to build 4S stores, such as construction standards, investment scale and opening time. At present, with the launch of new models, 4S stores will grow like mushrooms after rain.

The significance of 1.4S shop

The so-called 4S refers to vehicle sales, spare parts supply and marketing, after-sales service and information investigation. It is also an automobile sales and service enterprise that integrates these four functions.

2. "Four in One" and the formation of 4S store concept

After several years of fierce fighting and tempering in the automobile sales market, and drawing lessons from the mature experience of foreign automobile manufacturers, several representative automobile manufacturers in the domestic market have put forward practical sales service purposes and concepts. For example, in the "butler service" of FAW car, users are considered as "owners", and factories and sales service personnel are "butlers", and "butlers" should always be in front of "owners". Shanghai Volkswagen has implemented the "Customer Satisfaction Project" for many years and put forward the slogan of "selling products and services". FAW-Volkswagen put forward the concept of "one center, six supports", that is, customer-centered, market-oriented, leading in technology, international in quality, competitive in cost, best in marketing service network and best in cooperation and communication; Dongfeng Citroen adheres to a service concept: "trouble yourself and facilitate users". It is required to achieve three "100%": timely service 100%, thoughtful service 100% and reasonable fees 100%. From the above purposes and concepts, it is not difficult to understand that in order to establish a good brand, in addition to the requirements of product technology and quality, in today's increasingly fierce competition and challenges in the automobile market, "customer first" will be mentioned in a more important position. According to the 4S model, it is an important measure to be closer to users and serve them well in an all-round way. The advantages of 4S stores are: the interests of manufacturers and distributors are the same, which reduces the conflict between intermediate links and responsibilities, is easy to implement complementary strategies, and is extremely beneficial to market promotion, after-sales service and maintenance, and realizes professional management of fewer types of accessories.

Construction Status of 3.4S Shopping Mall

Follow the hardware construction requirements and service standards of various manufacturers:

-A car showroom with luxurious decoration, elegant style and comfortable environment. The hall can be divided into the following functional areas: automobile exhibition and sales area, consulting service area, maintenance service reception area, parts exhibition and sales area, and user rest area (some even set up children's paradise); There is a VIP room, negotiation room, manager's office and conference room on the second floor.

-The exhibition hall, spare parts warehouse and maintenance workshop can be adjacent to each other, which not only ensures the continuity and effective cooperation of all links of after-sales service, but also enables users to quickly handle all businesses in these three adjacent business areas, including purchasing spare parts and paying, thus shortening the workflow.

The maintenance workshop is the most important part of after-sales service. There is humanized workshop space, high-efficiency and high-precision equipment and diagnostic testing instruments.

-spare parts warehouse connected with manufacturers through advanced management mode, which can accurately order, quickly put in storage and flexibly pay.

-Establishing an electronic computer system: the internal and external networking of automobile sales, spare parts supply and marketing, service reception and settlement, business management and other systems has been realized. Some people describe the 4S shop as "give us the keys, and then we can sit in the beautifully decorated lounge, drink coffee and listen to music, and wait for the car to be repaired", which may not be an exaggeration.

Discussion on the Problems in the Construction and Implementation of 4.4S Store

No matter what the grade and strength of automobile brands are, no matter when their investment can be recovered, it is against the market rules to excessively pursue luxury and first-class, and the result will not only waste a lot of social resources, but also cause a heavy burden on their own survival and development. It is worth mentioning that when the profit of ordinary domestic cars turns from tens of thousands to several hundred yuan, many investors in 4S stores have directly faced the crisis of survival.

It will take some time to update the marketing concept and deepen the understanding of the service concept, and similar problems have not yet been upgraded to the status of automobile technology.

-Software services can't keep up with hardware construction: marketers lack technical knowledge; The maintenance service team lacks knowledge of new technologies and equipment. ]

There is still a gap between the depth and breadth of computer application in information management.

5. Strengthen software construction, so that 4S stores can play a greater role.

The investment scale of -4S stores is policy-oriented and standardized, and the payback period of new 4S stores should be carefully and repeatedly demonstrated; It is necessary to apply the principle of value analysis and set effective functions and corresponding investment costs; The sales model should be in line with the national conditions, provincial conditions and market conditions, suitable for people, enterprises, events and places, which is a good choice for mature brand stores. For small-scale products that are just starting, not well-known and not well-known, we should not blindly invest huge sums of money to build brand monopoly or luxury 4S stores. In the specific mode, it should be guided by the interests of manufacturers, distributors and consumers (interest balance), and diversity should not be ruled out. Diversification can avoid the risk of a single sales model to a certain extent: 4S stores themselves can establish different levels of 4S stores according to brand grades, just like hotels from 1 star to 5 stars; Develop "automobile block-style hypermarkets" and "automobile supermarkets", and cultivate "central hypermarkets+community service chain marketing" and "online sales market". No matter what mode, in order to improve its brand advantage, the 4S content of automobile sales, accessories, after-sales service and information feedback must be followed.

-Urgency of personnel training: it is urgent to train a group of professional and high-quality marketers who know both technology and marketing; There is an urgent need to enrich an after-sales service and maintenance team that understands both the basic principles of automobiles and the new structure and technology of automobiles and adapts to electromechanical integration. In addition to the professional training organized by manufacturers, 4S stores should also set up their own training centers to educate all kinds of personnel on service concept, management, technology and cultural knowledge on a regular basis.

-Raise the awareness of all staff service: the investment scale of foreign 4S stores is not large, and the level of hardware facilities is not very high, but the pre-sales and after-sales service, especially the meticulous maintenance service level, is first-class. It is necessary to earnestly follow the service tenet of various manufacturers, change business philosophy, take users as the center, carry out research on automobile marketing art, establish the basic concept of "relationship marketing", consolidate important and key users and cultivate loyal users. At present, the concept of brand has been endowed with richer connotations, and marketing itself is also a brand. Only by organically combining the whole automobile brand with the marketing brand can we reach the highest level of brand marketing. Therefore, 4S stores must attach importance to the establishment and maintenance of their own brands, strengthen the construction of corporate culture, and enhance the service awareness of all employees. All these tasks need the participation of all staff, whether it is marketing, after-sales service, finance, accessories, maintenance and management personnel, they are closely related. Only with different support from all sides can we build a complete service system.

-Modernization of automobile diagnosis and maintenance technology: Just like the price of automobile, people will also pay attention to the level of automobile maintenance cost. In order to reduce maintenance cost, we must improve efficiency, shorten maintenance cycle and reduce maintenance cost. To achieve this, apart from the professional technical level of maintenance personnel, we must also rely on professional and modern equipment and instruments for automobile diagnosis, detection and maintenance to diagnose and solve faults quickly and simply. Some manufacturers have established "automobile remote fault diagnosis technical service", which can quickly deal with complex and difficult technical problems for their outlets.

-Give full play to the interactive function and management function of electronic computers for information exchange, and focus on establishing or rectifying the following systems:

△ Warranty settlement and customer fault feedback;

△ Automobile sales service network management;

△ Customer call center;

△ Vehicle traceability inquiry system;

△ spare parts after-sales service technical data use query management system and store ABC key management;

△ User tracking service and vehicle files