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Service Marketing Management for HuanYa Automobile Shop

Author: WangXiaoTing
Tutor: JiangJianPing
School: Southwest Jiaotong University
Course: Business Administration
Keywords: Car 4S shop Service Marketing Customer preferences
CLC: F426.471
Type: Master's thesis
Year: 2005
Downloads: 585
Quote: 2
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Abstract


Car brand stores implementation services marketing strategy, develop their own brand is a long-term development needs , but also the development of competition in the market to a certain stage the inevitable result . This article is based on the theory of strategic management and marketing services , auto 4S shop Huanya operating status and development through a lot of data collection , research, and then put forward AA car 4S shop service marketing strategic planning and suggestions . The paper first discusses the current situation of China's auto market , 4S shop , the main problems in the store and service competition will be the main competition of the automotive marketing industry ; to be introduced in the status of cyclic 4S shop , were analyzed by SWOT analysis cyclic 4S store internal strengths and weaknesses , opportunities and threats facing . Articles found The AA car 4S shop management and development model can not meet the requirements of their own future development , can not meet the requirements of the future market competition , should take a defensive strategy , service marketing service brand to defend itself from the competitive pressures of the party . Service competition framework , a framework of action for the implementation of the service marketing strategies , and its target customer base and service markets through market research methods were analyzed to obtain first-hand information of the target customer base occupation, industry composition and a systematic and comprehensive analysis of the preferences of its target customers , and thus provides a basis for future service marketing efforts . Article also according to the specific circumstances of the cyclic 4S shop , the cyclic 4S shop the implementation of the recommendations of the service marketing strategy : innovation in the service management thinking , to enhance the the tangible display and on-site management , enhance business process standardization and institutionalization of construction , strengthen customer relationship management , improve employee satisfaction . Service marketing strategy is a systematic project , it needs at all levels of the enterprise , for long-term co-operation between the various departments . The article I hope to give automotive store implementation services marketing strategy to provide reference for .

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