200 1 internship report of marketing department
On the morning of February 29th, 2003, more than 70 students from 200 1 Marketing Department of our college, led by two teachers, Liu and Lin Yi, went to the Sanhuan Haitong Automobile Sales Company and the Sanhuan Jintong Sino-Japanese joint venture Dongfeng-Nissan Automobile Sales Company in Yaojialing, Zhuankou Economic Development Zone, Wuhan for an internship. Students further understand the sales model of "4S" automobile sales company and its advantages and disadvantages, and strengthen their perceptual knowledge of "4S" automobile sales model. According to their own understanding of marketing, they summarized and sorted out all kinds of materials and information obtained from field trips, and made the following internship report.
1. Introduction of two "4S" automobile sales companies (1) Hubei Sanhuan Haitong Automobile Co., Ltd. is a "four-in-one" Buick automobile store authorized by Shanghai General Motors Co., Ltd. and invested by Sanhuan Group Sales Company with a registered capital of 8 million yuan. The company is located at the intersection of 3 18 National Highway and Beijing-Zhuhai Expressway, with convenient transportation. It is located in a car sales street in Wuhan. The company covers an area of more than 900 square meters and consists of four parts: exhibition hall, studio, maintenance workshop and garage. The existing staff is 6 1 person, including 53 professional sales technicians and 8 management personnel.
When we walked into the spacious sales hall, we felt the festive atmosphere of Christmas. The kite with China national characteristics hanging at the top of the hall gives people a beautiful visual enjoyment and a cordial and natural feeling, which brings us closer to the company. The sales hall plays beautiful and soothing background music, which makes customers feel relaxed and comfortable when visiting and enjoying various cars. It is worth learning from many franchise stores. The exhibition in the hall, facing the main promotion area of the product, revolves around.
Sanhuan Haitong Automobile Sales Co., Ltd. adheres to the principle of customer first,
It has high-quality professional consulting sales service and thoughtful after-sales maintenance, and runs through car purchase, licensing, insurance, maintenance and car damage compensation.
Waiting for "one-stop service", 24-hour emergency rescue, to provide customers with
Convenient, won the trust and favor of the majority of users. The company is now a generation.
Richard's brands include Buick Regal, Sail (2 models) and GL8.
The 4S Center of Wuhan Sanhuan Haitong Company is oriented to sales and maintenance.
Service, spare parts supply and information feedback all reach first-class standards and levels.
"Qualified products, satisfactory service, continuous progress and better dedication" has become the company's purpose. The main contents of its services are:
Transparency of parts price and working hours: parts and service working hours are clearly marked; Closed accessories operation system, all accessories are guaranteed to be supplied by the original factory and the price is competitive.
Fast maintenance channel: adopting reservation system to improve work efficiency and service quality; Special maintenance station to ensure quick reception; Complete daily vehicle maintenance work within the specified time.
One-on-one consulting service: before maintenance, tailor-made "car plan" to explain the maintenance content and cost in detail; After maintenance, actively show the replaced parts.
Two-year or 40,000-kilometer warranty: All new cars are provided with a two-year or 40,000-kilometer warranty, that is, four free oil changes (two in Sail).
Flexible payment methods: In order to facilitate customers, the company provides a variety of flexible payment methods-passbook or credit card, which avoids the trouble of customers carrying a lot of cash.
One-stop service for automobile sales: After a customer buys a car, the company can inspect and license the car, and all the procedures are handled by the company's one-stop service staff, so that customers can easily own a car.
Personalized decoration, dress up your car: set up a special car boutique department to provide personalized car decoration services according to customer needs, with excellent price and quality. All kinds of decoration are complete, and professional decorators are skilled. Generally, the decoration can be completed within 3 hours, which is convenient and fast.
Active care service: telephone care within three days, one week and one month after buying a car, answer all kinds of questions of customers in use, remind customers to maintain regularly, adopt modern computer-aided management system, establish complete customer files and provide consulting services at any time.
Buying a car by stages, easy to own: you can buy a car by stages, and the minimum down payment is 10%, so that customers can easily own their own cars.
(II) Hubei Sanhuan Jintong Automobile Co., Ltd. Hubei Sanhuan Jintong Automobile Co., Ltd. is the first brand franchise store established in Hubei by Sanhuan Group as the sole agent of Dongfeng Nissan series automobile products.
The franchise store adopts fully transparent glass material to design the facade of the franchise store, which is convenient for the people coming and going to watch the automobile product display and the staff's work activities in the store intuitively. As soon as I entered the store, a rich and harmonious Christmas atmosphere came to my face, and huge Christmas trees and Christmas greetings were sprayed on the glass windows in front of me, giving customers a warm and cordial feeling. Five car exhibits are neatly arranged in the sales hall at a 45-degree angle. According to the sales manager, this kind of exhibition can give customers the best visual effect, and also best show the modeling characteristics and design style of the products. And it can be viewed in six directions around the car, that is, the front, cab, back seat, rear end, side of the car and the engine room of the whole car can be viewed in six directions around the car. In addition to the noble and luxurious Nissan New Bluebird series, there are Nissan SUNNY (Sunshine), practical Zhengzhou Nissan pickup truck and rough and unrestrained paladin in the exhibition hall.
Dongfeng Nissan franchise store was established on February 28, 2000, and its predecessor was Dongfeng Company franchise store. At present, the joint venture company with 50% of Japanese Nissan Company's assets will use Nissan's brand and technology to open up a bigger market in China. Up to now, Sanhuan Jintong has sold more than 2,500 vehicles and maintained more than 0.5 million vehicles of Dongfeng Nissan and Fengshen/KLOC-0, with a turnover of 420 million yuan. At present, Sanhuan Jintong.
Jintong Company has a unique reception process from the moment customers enter the door. As a 4S automobile store, service is its core, and the main communication mode of service is interpersonal communication. According to the sales manager, about 30% of the customers in this store are introduced by old customers, so Jintong Company attaches great importance to establishing long-term friendly relations with customers. When the cars were sold, each car was filled with a quarter of the oil. This is because some customers break down because they are novices and don't know how to refuel on their way home. In this way, no matter where customers are in Wuhan, they can have enough oil to drive home from the store, which other car sales companies have not done. Franchise stores are divided into six departments: sales department, service department, accessories department, marketing department, finance department and administration department. Their overall service process is divided into three aspects: reception process, negotiation process and customer care process:
Receiving process
This link is mainly composed of telephone interview, product introduction and customer reception. It is particularly important that when customers enter the franchise store, the receptionist introduces the products to them, which is the most direct link to reflect the image of the franchise store. Therefore, the company pays special attention to the service etiquette and professional knowledge training of receptionists. On the wall of the receptionist's office, there are also ten points of marketing service: quick action; Smile a little; Higher efficiency; Use more brains; Do more things; There are fewer reasons; Sweet mouth; A little more; Go into battle lightly; Have a temper. Such popular and appropriate requirements reflect the characteristics of the store's strict and humanized management, the uniqueness of company management and the basic service concept of "being strict with employees is responsible for customers".
negotiation process
This link mainly includes helping customers test drive, introducing the usage of function keys, licensing and refueling.
Customer service process
Within one week after buying a car, the customer will receive a telephone communication from the receptionist, such as asking you questions like "how is the car" and understanding your further requirements for the company's after-sales service. According to the customer information reserved by users in the company, the company will send small cards or short messages to customers on special days such as holidays, birthdays and wedding anniversaries, so that customers can feel the care beyond the company's quality services.
In terms of overall management, the company introduced a complete set of management processes from Taiwan Province Province, monitored all aspects of six departments, and asked customers to fill out 29 SSI questionnaires, including service, attitude, environment and atmosphere, so as to find out their own shortcomings. Therefore, maximizing customer satisfaction is the company's long-term development, establishing brand image and winning competitive advantage, and it is also the company's goal to achieve all-round service.
(II) Introduction of "4S" The "4S" automobile specialty store is a single-brand automobile invested and built by dealers and specially authorized by the sales manufacturers, which can provide quality services to customers.
The so-called "4S" refers to the complete sales process of automobile franchise stores, which consists of four parts: vehicle sales, spare parts, service and information investigation.
● The basic form of "4S" store is "front store and back factory"
● The core of 4 S shop is service;
The survival way of ●4S "store lies in honesty ● The first-line operation of automobile marketing of 4S" store is divided into:
Sales process (9 steps): customer development, reception, consultation, product introduction, trial operation, negotiation, transaction, delivery and tracking.
(1) Customer development: In the process of developing potential customers, the most important thing is to establish friendly relations with them by understanding their purchasing needs. Sales staff can not invite potential customers until they confirm the relationship is established.
(2) Reception: Establish a positive first impression for customers. Because customers usually have negative thoughts about the car purchase experience in advance, the reception of polite professionals will eliminate the negative emotions of customers and lay a happy and harmonious tone for the purchase process.
(3) Consultation: The key point is to build customers' confidence in sales staff and dealers. Trust in salespeople will make customers feel relaxed and freely express their needs, which is an important benefit that salespeople and dealers can gain by building customer trust in the consultation process.
(4) Product introduction: The key point is to introduce products according to customers' individual needs, so as to gain customers' trust. Salespeople must convey the relevant product characteristics related to their own needs to customers and help customers understand how the company's products meet their needs, so that customers will realize the value of the products. This step is not completed until the salesperson gets the customer's approval and chooses a desirable car.
(5) Test drive: This is the best opportunity for customers to get first-hand information about automobiles. During the test drive, the salesperson should let the customer concentrate on the car physical examination and avoid too much conversation. Salespeople should explain customers' needs and purchase motives in order to build customers' trust.
(6) Negotiation: In order to avoid arousing customers' doubts in the negotiation stage, it is very important for the sales staff to let customers know some necessary information. In addition, the salesperson must take the lead in the whole process. If the salesperson has made clear the customer's demands for price and other conditions, and then put forward sales suggestions, thinking from the customer's point of view will make the customer feel that he is dealing with an honest and trustworthy friend, then the transaction will be greatly improved.
(7) Conclude the transaction: It is important to let customers have enough time to make decisions and strengthen their confidence. Salespeople should be sensitive to customers' buying signal. A satisfactory agreement between both parties will pave the way for delivery.
(8) Delivery: The delivery step is an exciting moment for customers. If the customer has a pleasant delivery experience, it will lay a positive foundation for establishing a long-term and stable customer relationship. In this step, it is our aim and goal to deliver clean and defect-free cars according to the agreed date and time, which can also strengthen customers' trust in dealers. At this point, the delivery time is limited, and the salesperson should take the time to answer any questions raised by the customer.
(9) Tracking: The most important thing is to realize that for a customer who bought a new car, the first maintenance service is his first personal experience of dealer service. The key point of the tracking step is to continue to promote the relationship between the customer and the first maintenance service to ensure that the customer will return to the dealer for the first maintenance. After the new car is sold, the customer tracking service is the bridge between the customer and the service department, which is the main responsibility of the service department.
2. Service process: (step 10): appointment, reception, consultation, dispatching, diagnosis, customer approval of additional projects, maintenance, quality inspection, delivery and tracking.
(1) make an appointment. An effective reservation system can ensure that customers can get service when they need it, and can also minimize the waiting time of customers before receiving service. Appointment arrangement can avoid peak hours and give service receptionists more time to contact customers.
(2) reception. At the initial moment of a customer's visit, the most important thing is to reassure him. When the customer arrives, the receptionist should smile to ease the customer's mood, so as to better communicate with the customer and understand their requirements.
(3) consultation. This is one of the most important steps in the whole service process, and it is a good opportunity to build customers' confidence in service personnel and service departments. By expressing sincere service attitude, service personnel convey their willingness to provide the required services and pay attention to the individual needs of customers, thus winning the trust of customers. This will help to eliminate customers' doubts and anxieties, and enable them to describe the problems encountered by their cars more frankly.
(4) dispatch. This step is an internal process and has no direct contact with the customer, so it is not included in the customer service standard.
(5) diagnosis. Internal process.
(6) Additional projects by customers. In the process of diagnosis and maintenance, some unexpected additional services may sometimes be found. When this happens, the service reception desk needs to contact the customer to discuss the work to be performed and the change of delivery time. Service reception should show sincere, frank and sincere attitude, so as to convince customers that this extra work is necessary and avoid customers' doubts.
(7) maintenance. Internal process.
(8) Quality inspection. Internal process.
(9) delivery. In order to ensure a long-term friendly relationship with customers, service personnel should cooperate closely in the delivery process to ensure that all materials and documents required for delivery are fully prepared, the customer's vehicle is in good condition, and the customer is completely satisfied with the delivery experience and the reception received during the service process.
(10) tracking. The purpose is to continuously develop customer relationships. Whether the customer relationship develops smoothly is very important to the steady operation of dealers, and it is related to whether customers are willing to come back to find future maintenance services and buy accessories, and whether they are willing to introduce new customers. Tracking can ensure the development of the relationship between the two parties, and the service department can also confirm some customer service problems that are difficult to find. As long as the dealer responds quickly and reliably, even if the customer has some complaints or concerns, the relationship between the two parties is still good.
Three. Have a deep understanding of "4S" and its existing problems
Under the planned economy system in the past, China's automobile circulation channels were relatively simple, generally controlled by state-owned units, and brand awareness was extremely indifferent. With the rapid development of market economy, the traditional marketing model can no longer meet the market demand. At present, automobile consumption has changed from public car purchase to private car purchase. In order to meet the market demand and the rapid development of automobile industry, automobile marketing methods have also changed, such as trade fairs, supermarkets, department stores and chain stores. Specialty stores came into being, and 4S specialty stores are also the product of fierce competition in the automobile market. China's automobile market is gradually maturing, the consumer psychology is gradually maturing, the demand of users is diversified, and the requirements for products and services are getting higher and stricter. The original agency sales system can no longer meet the needs of the market and users. The emergence of 4S stores can meet the various needs of users and provide a well-equipped, clean and tidy maintenance area. Modern equipment and service management, highly professional atmosphere, well-maintained service facilities, sufficient spare parts supply, and timely and rapid tracking service system. Through the service of 4S shop, users can have a sense of trust in the brand, thus expanding car sales. 4S stores are expanding their share in the automobile sales market with their unique business methods. The business model of 4S stores enables customers to get good service from car purchase to car use, and truly realizes the business philosophy of taking consumers as the center.
On the other hand, in the whole process of selling services, we found the shortcomings of this sales model. First of all, after-sales service is undoubtedly important for the four elements of 4S. A perfect service system can bring customers a sense of trust and security, and at the same time strengthen the contact between specialty stores and customers, which is very important for specialty stores. Although the biggest function of 4S shop is selling cars at present, in the long run, its bigger function should be after-sales service. In the whole process of automobile profitability, the proportion structure of vehicle sales, accessories and maintenance is 2: 1:4. The profit of maintenance service is the main part of automobile profit, which is also obvious to franchise stores. The reason why foreign developed countries set up specialty stores with a radius of 50 kilometers is mainly to provide comprehensive after-sales service. At present, China is just the other way around, focusing only on selling cars. But the service is relatively backward. For the fiery domestic automobile sales market, one day there will be more maintenance business than selling cars, and 4S shops without regional planning will also face difficulties. Taking Beijing as an example, because of urban planning, 4S shops can't develop in urban areas because of the pollution and noise caused by the repair department, and more and more 4S shops have to be built on the edge of the city, which brings great inconvenience to automobile maintenance. This contradiction has been exposed to dealers at present. Some experts predict that the future sales service should be developed to the community, forming a chain after-sales service system, and quick repair shops will become the future development trend.
At present, some automobile manufacturers have fully considered this development trend and put forward the "exclusive franchise chain operation mode only for regions", the core content of which is to build large-scale 4S franchise stores. However, different from other brands, there will be many franchised stores in the future plan of 4S stores, and their relationship is called "flagship store" and "community store". Some car manufacturers also said that as consumers, they don't always have to go to 4S stores. For example, you don't have to go to the 4S shop to change the glass and mend the tire. Consumers need more convenient, high-quality and cheap services, but now many 4S stores are not only long-distance but also expensive. If you plan to develop dealers in a certain area of a city, you must first establish a "flagship store" with 4S function. At the same time, in other parts of the region, the flagship store will invest in building a number of community stores with car display and quick repair functions. When the consumption capacity around the community store reaches a certain demand, it can also be upgraded to a flagship store. Community shopkeepers can build as long as they need it, such as automobile trading market, automobile avenue and large residential area, if they follow the principle of "close to purchasing power and close to ownership".