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Optimization Strategies of FAW-Volkswagen Service System

Author: WangJianDong
Tutor: MaYongHong
School: Harbin Engineering University
Course: Business Administration
Keywords: FAW - Volkswagen Sales service system Optimization strategy
CLC: F426.471
Type: Master's thesis
Year: 2011
Downloads: 85
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Abstract


With the advancement of technology and technology spillover , automotive products and more homogeneous in terms of performance, price and appearance gradually , consumers pay more attention to the added value of products , so that the service has become the protagonist of the competition . FAW - Volkswagen , China 's first modern car production base by economies of scale construction started , since the products on the market , car sales have maintained a high growth , total vehicle sales and market share is climbing . However , since 2003 , the presence of factors such as technological progress and diffusion makes an endless stream of new products , product differentiation becomes obvious , the market increasingly competitive . In addition, FAW - Volkswagen marketing model of aging, and unfavorable product planning problem exists , the market share decline . So we must further improve the FAW - Volkswagen sales service system , customer satisfaction with the service to gain competitive advantage . Specific research content of this paper are: ( 1) describes the course of development of the FAW - Volkswagen Co., Ltd. , since the sale of products on the market as well as after-sales service content and processes , based on the FAW - Volkswagen Co., Ltd. now there are major problems in the service system , including the sales process is imperfect , weak customer relationship , service levels lower three aspects . (2) is constructed on the basis of in -depth analysis of automotive after-sales service quality influencing factors FAW - Volkswagen service quality evaluation index system and given the content and importance of each indicator included . Customer satisfaction surveys , the characteristics of the indicator system and service quality evaluation FAW - Volkswagen sales service system . ( 3 ) a review of the course of development of the automotive service industry at home and abroad , summarized based on the development of several models of the automotive service industry , such as the four-in-one chain operations . Finally, international and domestic trends of the automotive service industry forecast . ( 4 ) for the problems in the FAW - Volkswagen after-sales service , its after-sales service system optimization strategy .

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