Automobile Service Marketing Graduation Thesis
As my country’s automobile sales continue to grow, automobile after-sales service has become more and more important and has gradually become the main source of profit for my country’s automobile 4S stores.
Below I share with you the graduation thesis on automotive service marketing, let’s take a look!
[Abstract] The competition among automobile companies is increasingly intensifying. After experiencing the price war and product quality competition stage, service has become a powerful weapon for competition. This article analyzes the automobile service The analysis of marketing theory puts forward some suggestions on how enterprises carry out service marketing.
[Keywords] Service marketing customer satisfaction strategy
The competition in the automobile market has experienced price wars and product After the quality competition stage, service has become a powerful weapon in competition and a source of differentiation for enterprises. Now more and more automobile companies are beginning to pay attention to service. Automobile service marketing is guided by service marketing theory to improve user satisfaction and Loyalty-oriented, establish a service concept for all employees and the whole process.
1. Automobile service marketing theory
Service marketing is the premise that enterprises fully understand and meet consumer needs. , a series of activities taken in the marketing process to fully meet the needs of consumers. Compared with traditional marketing methods, service marketing is a marketing concept. Enterprises market services, while traditional marketing methods are just a sales method. , enterprises market specific products. From the perspective of service marketing, consumers purchasing products only means the beginning of sales work, not the end. Enterprises are not only concerned about the successful sale of products, but also pay more attention to the enjoyment of consumers. The feeling of the whole process of the services provided by the company through its products.
2. The role of automobile service marketing
Automobiles are bulk durable consumer goods, with large one-time consumption costs and long use cycles. , requiring regular maintenance and testing, and frequent and easy replacement of damaged parts. In the process of purchasing and using a car, it is always accompanied by a variety of car services. When purchasing, you must negotiate with the salesperson and ask about the performance of the car. , price, configuration, etc., this is a consulting service, as well as car financial services and insurance services provided by car manufacturers. After purchase and use, the car must undergo regular maintenance and maintenance services. When a traffic accident occurs, damage assessment and assessment are required. Insurance and claims services. Therefore, it is more important to provide services to consumers for a unique and high-value commodity such as automobiles.
1. Automobile service marketing brings long-term benefits to enterprises
The core concept of service marketing is customer satisfaction and loyalty. If a company can provide a full range of high-quality services when customers purchase and use cars, customers will be satisfied. Satisfied old customers will also have a certain impression of the company and its products. Customer loyalty, and when relatives and friends want to buy a car, they often recommend the car brand and products they use. Customer loyalty and recommendations can not only promote the sales of car products, but also reduce costs and bring long-term benefits to the company. Economic benefits.
2. Automobile service marketing enables enterprises to gain new profits
Automobile services are not only important to consumers, but also extremely important to enterprises. It brings benefits to enterprises. New opportunities, new profit growth. From a global perspective, the automobile service industry has become the most dynamic main force in the tertiary industry. According to statistics from European and American countries, in a fully competitive automobile market, automobile sales profits account for 10% of the entire automobile industry. About 20% of the profits are from parts supply, and 50-60% of the profits are generated from automobile services.
3. How to carry out service marketing
In order to improve my country's automobile industry In terms of service marketing level, automobile companies should adopt the marketing strategy of "serving customers and improving user satisfaction", changing roles, and thinking from others' perspective. Automobile service marketing should not be limited to professional sales staff. Every employee is a service provider for the company. Window. It should start from car design, to production and manufacturing to marketing, use, maintenance, etc., and provide services throughout the entire process of the car "from birth to death".
1. Establish a new concept of car service marketing
When providing services, manufacturers and dealers should establish a customer-centered service awareness, rather than a simple relationship between service and charging. As automobile manufacturers and dealers, they should also establish a "nanny" awareness , to users
Provide all possible help and convenience when buying, using, maintaining and repairing cars. Be as patient, attentive and meticulous as a "nanny" and do your best to satisfy customers.
2. Establish a car reputation Service brand concept
The successful entry into the WTO marks that China's economy is facing a major turning point. Economic globalization will inevitably lead to the internationalization of domestic market competition. The impact of the new economy and the increasing maturity of consumption have made enterprises realize that Whoever can establish a good brand image will win the opportunity, occupy and create a larger market.
China National Heavy Duty Truck is facing a fierce market environment and fully realizes the importance of establishing a brand. As early as In 1999, it took the lead in registering the "Kin" service trademark with the State Administration for Industry and Commerce, making it the only registered service brand in the industry. It also personified the service brand and gave it a unique sense of color and vitality. "Kin" service The brand concept includes the two meanings of being friendly to users and accompanying them throughout the process. The "family" service concept elevates service to a very high level, with a strong sense of color, making the brand full of human touch and giving the brand a fresh soul. The life of the brand has been extended.
3. Establish a complete after-sales service system
Good after-sales service is a key measure to solve consumers' worries and is a key to consolidating and increasing market share. Important means. The expansion of the automobile market capacity and the increase in technological content will inevitably greatly increase the capacity of the automobile repair and maintenance market. For the automobile industry, it must be user-centered, service-oriented, and satisfaction-based to establish a set of A perfect after-sales service system can truly realize the leap from "sales service" to "service sales". First, we must improve the technical quality and service level of automobile maintenance personnel. Secondly, strengthen the management of automobile sales services and promote personalized services. .In addition, in addition to repairs, car after-sales services should also actively carry out car maintenance, maintenance services and technical training services. In the future, consumers will pay more attention to those who can ensure the entire process of their own car maintenance and can establish files for the vehicle. And a maintenance company that provides regular services.
CRM is customer relationship management. It is a system that continuously strengthens communication with customers, constantly understands customer needs, and constantly improves and improves products and services to meet customer needs. A continuous process. The strategy of CRM is to provide customers with complete and consistent sales, marketing and services so that customers are willing to interact and trade with manufacturers. It combines information systems, sales mechanisms, marketing planning and customer service, and of course It includes the internal operations of the company. These aspects are completely integrated to present a coordinated corporate image to customers. With the popularization of computers and networks, all current automobile companies fully meet the existing requirements for CRM.
IV. Conclusion
From the perspective of combining theory and practice, this article studies the service marketing theory and concludes that service is the basis for automobile companies to gain competitive advantages. It also explores how automobile companies can Constructive suggestions are put forward to carry out service marketing. First, enterprises should establish a new concept of automobile service marketing. Second, enterprises should establish an automobile service brand concept. Third, enterprises should enrich service content. Fourth, enterprises should strengthen customer service. Relationship management, finally, companies should improve the quality of service personnel and pay attention to internal marketing. By improving all aspects of service marketing strategies, the company's customer satisfaction and loyalty will be significantly improved, and the company's core competitiveness will be significantly strengthened.
References:
[1]Yang Zhen: Service marketing-the magic weapon for car dealers to win[J]. China Business Circle, 2009, (4): 95
[2] Philip Kotler: Kotler’s New Theory of Marketing[M]. CITIC Publishing House, 2002.
[3] Valarelle, A, Zesmaier ：Service Marketing[M]. Machinery Industry Press, 2002;