With the continuous growth of automobile sales in China, automobile after-sales service has become more and more important, and it has gradually become the main profit source of China automobile 4S shop. Let's share with you the graduation thesis of automobile service marketing. Let's have a look!
Abstract: The competition among automobile enterprises is becoming more and more fierce. After going through the stage of price war and product quality competition, service has become a powerful weapon for competition. Based on the analysis of automobile service marketing theory, this paper puts forward some suggestions on how to carry out service marketing for enterprises.
[Keywords:] service marketing customer satisfaction strategy
After the competition in the automobile market has gone through the stages of price war and product quality competition, service has become a favorable weapon for competition and a source for enterprises to strive for differentiated advantages. Nowadays, more and more automobile enterprises begin to pay attention to service. Automobile service marketing is guided by service marketing theory, guided by improving customer satisfaction and loyalty, and establishes the service concept of all employees and the whole process.
First, the automobile service marketing theory
Service marketing is a series of activities taken by enterprises in the marketing process to fully meet the needs of consumers on the premise of fully understanding and meeting their needs. Compared with traditional marketing methods, service marketing is a marketing concept, while traditional marketing methods are only a means of sales, and enterprises are marketing specific products. From the perspective of service marketing, consumers' purchase of products only means the beginning of sales work, not the end. Enterprises care not only about the successful sales of products, but also about consumers.
Second, the role of automobile service marketing
Automobile is a kind of durable consumer goods, which has the characteristics of large disposable consumption cost, long service life, regular maintenance and inspection, and frequent replacement of damaged parts. In the process of car purchase and use, it is always accompanied by various car services. When you buy, you should consult with the sales staff and ask about the performance, price and configuration of the car. This is a consulting service, as well as auto finance services and insurance services provided by auto manufacturers, which are used after purchase. Cars need regular maintenance services, and when traffic accidents happen, they need services such as fixed loss, insurance fixed loss and claim settlement. Therefore, as a unique and high-value commodity, it is more important to provide services for consumers.
1. Automobile service marketing brings long-term benefits to enterprises.
The core concept of service marketing is customer satisfaction and loyalty. If an enterprise can provide customers with all-round quality services in the process of car purchase and car use, customers will be satisfied. Satisfied old customers will also form a certain loyalty to enterprises and products, and often recommend their car brands and products to relatives and friends when they want to buy a car. Customer loyalty and recommendation can not only promote the sales of automobile products, but also reduce costs and bring long-term economic benefits to enterprises.
2. Automobile service marketing enables enterprises to obtain new profits.
Automobile service is not only important to consumers, but also extremely important to enterprises. It brings new opportunities and new profit growth points to enterprises. From a global perspective, automobile service has become the most dynamic main force in the tertiary industry. According to the statistics of European and American countries, in the fully competitive automobile market, the profit of automobile sales accounts for about 20% of the whole automobile industry, the profit of spare parts supply accounts for about 20%, and 50%-60% of the profit comes from automobile service.
Third, how to carry out service marketing
In order to improve the marketing level of automobile service in China, automobile enterprises should adopt the marketing strategy of "serving customers and improving user satisfaction", change their roles and put themselves in others' shoes. Automobile service marketing should not be limited to professional salespeople, and every employee is the window for enterprises to provide services. From automobile design to manufacturing, to marketing, use and maintenance, service should run through the whole process of automobile from birth to death.
1. Establish a new concept of automobile service marketing.
When providing services, manufacturers and distributors should establish a customer-centered service consciousness, rather than a simple relationship between service and cost. As an automobile manufacturer and dealer, we should also establish the consciousness of "nanny", provide all possible help and convenience for users in car purchase, car use, maintenance and car repair, be patient, careful and meticulous like a nanny, and do our best to satisfy customers.
2. Establish the brand concept of automobile service
China's successful accession to the WTO indicates 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 increasingly mature consumption, which makes enterprises realize that whoever can establish a good brand image will win the initiative and occupy and create a bigger market.
Facing the fierce market environment, China Heavy Duty Truck is fully aware of the importance of establishing a brand. As early as 1999, it took the lead in registering the service trademark of "Home" in the State Administration for Industry and Commerce, becoming the only registered service brand in the industry, personalizing the service brand and giving it a unique sense of color and fresh vitality. The concept of "family" service brand contains two meanings: user-friendly and full-time escort. Raise the service to a very high level, have a strong sense of color, make the brand full of human touch, make the brand have a fresh soul, and thus make the brand's life continue.
3. Establish a perfect after-sales service system
Good after-sales service is a key measure to solve the worries of consumers and an important means to consolidate and improve market share. The expansion of automobile market capacity and the increase of scientific and technological content are bound to greatly increase the capacity of automobile maintenance market. For the automobile industry, it is necessary to establish a perfect after-sales service system with users as the center, service as the purpose and satisfaction as the standard, and truly realize the leap from "sales service" to "service sales". First of all, we should improve the technical quality and service level of automobile maintenance personnel. Secondly, strengthen the management of automobile sales service and advocate personalized service. In addition, in addition to maintenance, after-sales service should also actively carry out automobile maintenance, maintenance business and technical training business. In the future, consumers will pay more attention to those maintenance companies that can guarantee the whole process of automobile maintenance, establish files for vehicles and provide formal services.
CRM is customer relationship management, which is a continuous process of continuously strengthening communication with customers, constantly understanding customer needs, and constantly improving and perfecting products and services to meet customer needs. 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 system, sales mechanism, marketing plan and customer service. Of course, it also includes the internal operation of the enterprise. These aspects have been fully integrated to present a coordinated corporate image to customers. With the popularization of computers and networks, all automobile enterprises now fully meet the existing requirements of CRM.
Four. conclusion
From the perspective of combining theory with practice, this paper studies the theory of service marketing, draws the conclusion that service is the fundamental point for automobile enterprises to gain competitive advantage, and puts forward constructive suggestions on how to carry out service marketing for automobile enterprises. 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 relationship management; fifth, enterprises should improve the quality of service personnel and attach importance to internal marketing. By improving all aspects of service marketing strategy, the customer satisfaction and loyalty of enterprises will be significantly improved, and the core competitiveness of the company will be significantly strengthened.
References:
[1] Yang Zhen. Service marketing-the magic weapon for automobile dealers to win [J]. China Commercial, 2009, (4):95
[2] Philip, kotler: New Theory of kotler Marketing [M]. CITIC Publishing House, 2002.
[3] Valerie, A, Zesman: Service Marketing [M]. Machinery Industry Press, 2002
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