PAGEPAGEIII广州一汽大众4s店基于中国消费者特点的零售策略探析摘要目前国内汽车市场由合资品牌为主导，市场集中度过强，压缩了自主品牌的生存空间。根据分析广州一汽大众4s店的零售现状，对其进行SWOT分析，研究消费者的行为偏好，得出主要哪些因素影响消费者的购买决策，得出合理的结论，最后提出基于中国消费者特点的零售策略，以供各个品牌的经销商作参考，提高各自的竞争力。预期结果是通过分析一汽大众4s店的零售现状，了解中国消费者的消费特点。结合目前汽车市场发展的内部环境，提出符合国内消费者行为的零售策略，为广大汽车经销商占领更多的市场份额提供合适的建议，提高自身竞争力，促进汽车销售行业的发展。关键词：广州、一汽大众4s店、消费者、零售策略AbstractAtpresentthedomesticautomobilemarketbythejointventurebrandoriented,marketconcentrationthroughstrong,compressionoftheindependentbrandlivingspace.AccordingtotheanalysisofthecurrentsituationofGuangzhouretailFAWVolkswagen4Sshop,theSWOTanalysis,thestudyofconsumerbehaviorpreference,obtainsthemainfactorswhichinfluencetheconsumers'purchasedecision,,reasonableconclusion,andfinallyputsforwardthecharacteristicsofChinaconsumerretailstrategybasedon,foreachbranddealersforreference,improvingtheircompetitiveness.TheexpectedresultisthroughtheanalysisofretailingsituationofFAWVolkswagen4Sshop,understandingconsumercharacteristicsChineseconsumers.Combinedwiththepresentdevelopmentoftheautomarketinternalenvironment,putforwardinlinewiththedomesticconsumerbehaviorretailstrategy,providingappropriaterecommendationsforthevastnumberofcardealerstooccupymoremarketshare,andenhancetheirowncompetitiveness,promotethedevelopmentofautomobilesalesindustry.Keywords:Guangzhou,FAWVolkswagen4Sshop,consumers,retailstrategy目录TOC\o"1-2"\h\z\uHYPERLINK\l"_Toc411716684"前言PAGEREF_Toc411716684\h1HYPERLINK\l"_Toc411716685"一、相关理论综述PAGEREF_Toc411716685\h1HYPERLINK\l"_Toc411716686"（一）国内外研究理论综述PAGEREF_Toc411716686\h1HYPERLINK\l"_Toc411716687"（二）中国汽车消费者特点PAGEREF_Toc411716687\h2HYPERLINK\l"_Toc411716688"（三）4S零售PAGEREF_Toc411716688\h3HYPERLINK\l"_Toc411716689"二、国内汽车4S店发展现状及存在的问题PAGEREF_Toc411716689\h3HYPERLINK\l"_Toc411716690"（一）国内汽车4S店发展现状PAGEREF_Toc411716690\h3HYPERLINK\l"_Toc411716691"（二）汽车4S店在中国面临的营销问题PAGEREF_Toc411716691\h6HYPERLINK\l"_Toc411716692"三、一汽大众的营销环境与需求分析PAGEREF_Toc411