Automobile after-sales service market, also known as automobile aftermarket, originated in Britain and America in the early 1930s. It covers a series of contents such as automobile quality assurance, claim, maintenance, maintenance service, automobile spare parts supply, maintenance technical training, technical consultation and guidance, and market information feedback after automobile sales. The following is my 4s shop after-sales service marketing paper, welcome to read.

I. Introduction

Although there are many problems in the basic situation and after-sales service of China 4S stores, there is still much room for improvement in competition and many unfavorable factors, with the arrival of the after-sales service era, it has brought infinite business opportunities and challenges to the automobile sales industry. At this time, if the automobile industry wants to survive and develop in the great opportunities and challenges, it must seize the straw of automobile after-sales service and start with the marketing strategy of after-sales service to make the automobile sales market bigger and bigger.

Second, the status quo of China automobile after-sales service market

Facing the fully mature international automobile market, China's automobile sales market and automobile after-sales service market are still in the initial stage. China's automobile sales profit accounts for about 20%, and it is decreasing year by year. On the contrary, the sales profit of automobile after-sales service is increasing year by year, including sales service, use service and right service. However, there are still many problems in China's automobile after-sales service market, including imperfect sales channel network, imperfect service measures, low quality of service personnel, lack of professional talents, lack of innovation in management, and insufficient customer satisfaction, all of which are problems facing China's automobile sales service market.

Third, the current status of after-sales service in China automobile 4S shop.

(1) Brief introduction of automobile 4S shop.

Automobile 4S shop refers to a franchise store where an automobile manufacturer or automobile sales company cooperates with a dealer and authorizes the dealer to engage in the automobile marketing activities of the brand in a certain area. 4S refers to the four functions of sales, spare parts, service and inspection. 4S is mainly engaged in these four functions, which have a unified logo, management standards and image. Generally built in large and medium-sized cities, its 4S has different grades according to the size of the city. For example, the integrated Volkswagen Audi 4S store has three levels: A, B and C. Different levels of 4S are different in scale, management and configuration. China Automobile 4S Store started late, but developed rapidly, so there are also many problems. At present, it is difficult for many 4S stores to make a profit in sales, so they launch the automobile market.

(2) After-sales service provided by automobile 4S shop.

Automobile 4S stores provide a variety of services, including sales function, service function, spare parts function and information survey of automobile manufacturers. Many of them spend at least 80% of their investment on the sales function, but they often ignore the car service function. According to automobile production standards, manufacturers must provide services such as maintenance, repair and claim service, and provide spare parts supply services. Spare parts must be purchased from the manufacturer and the quality must be guaranteed. At the same time, auto 4S stores should always pay attention to the dynamics of other competitors in the market and provide feedback services.

(C) The main problems existing in the after-sales service of automobile 4S shops.

At present, there are mainly the following problems in China's automobile 4S stores: ① There is a serious shortage of after-sales service talents. At present, China's automobile industry is facing the problems of scarcity of senior talents and insufficient total talents, which leads to fierce competition for talents and seriously affects the healthy development of the automobile industry. ② The awareness of automobile after-sales service is weak, and the implementation of sales core processes is not enough. Because the management of automobile enterprises pay attention to immediate interests, lack sufficient investment in automobile after-sales service, and do not pay attention to the guarantee of after-sales service quality and the cultivation of consciousness, employees gradually relax their psychology of after-sales service, the quality is difficult to guarantee, the operation process is not standardized, and the implementation is not enough, which eventually leads to low customer satisfaction. ③ The senior management paid insufficient attention to the after-sales service of automobiles. In 2002-2003, there was a blowout phenomenon in the sales of automobile industry, and the sales profit of automobile 4S shop was far greater than the after-sales service profit, which led to the lack of attention of automobile sales enterprises and customers, especially the senior management of automobile, who paid attention to the whole vehicle sales and ignored the after-sales service, resulting in the predicament of automobile 4S shop. (4) Limited by automobile manufacturers, 4S stores have high operating costs. There is an unequal relationship between automobile 4S stores and automobile manufacturers, which leads to very high operating costs of automobile 4S stores.

Four, after-sales service marketing strategy and management countermeasures

(A) the implementation of customer satisfaction strategy, improve service marketing tools.

Customer satisfaction is a concept often used in business, and it is also a core content in contemporary marketing management theory. For automobile sales industry, customer satisfaction is a very important key factor. In order to implement customer satisfaction strategy, 4S stores must strengthen service means and service marketing means, actively understand customer dissatisfaction factors and improve them in time, innovate after-sales service means, and gradually improve customer satisfaction.

(2) Establish your own service brand and try differentiated after-sales service.

Automobile manufacturers generally require the same service in 4S stores, so that customers can get the same service in any 4S store. However, there are relatively few features, which are difficult to attract customers enough. Therefore, while establishing its own after-sales service, 4S stores should also ensure the service alienation of regional 4S stores.

(3) Actively innovate and expand the scale of 4S stores in a timely manner.

With the continuous development and progress of China's automobile industry, automobile sales are gradually shifting to rural areas, and the demand for rural cars is increasing. At the same time of continuous reform and innovation, 4S stores should also find the right time to expand to county towns and even rural areas. At the same time, we should consider our own brand characteristics and gain a firm foothold in the countryside.

Verb (abbreviation of verb) conclusion

Today, China has become an important automobile market in the world. As a very important part of the industry, automobile management deserves our continuous efforts and innovation. Exploring and studying the management of 4S stores is our primary task, and making the after-sales service of 4S stores more perfect and humanized is our ultimate goal.

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