PAGE\*MERGEFORMATV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目录摘要..........................................................................=1\*ROMAN\*MERGEFORMATIAbstract.....................................................................=2\*ROMAN\*MERGEFORMATII前言........................................................................=4\*ROMAN\*MERGEFORMATIV第一章绪论...................................................................1第二章相关理论综述...........................................................1一、国内外研究理论综述....................................................1二、发展趋势相关理论综述...................................................2第三章国内汽车4S店发展现状及存在的问题................