4s store after-sales service marketing essay

4s store after-sales service marketing paper

The automotive after-sales service market, also known as the automotive aftermarket, originated in the early 1930s in the United Kingdom and the United States and other countries. It covers a series of contents such as quality assurance, claim, repair, maintenance service, auto parts supply, maintenance technology training, technical consultation and guidance, market information feedback and so on after the sale of automobiles related to automobiles. The following is my 4s store after-sales service marketing paper, welcome to read.

I. Introduction

Although China's current 4S stores in the basic situation and after-sales service in the existence of a number of problems, the competition space there is still a lot of room for improvement, there are a lot of unfavorable factors, but with the arrival of the era of automotive after-sales service for the automotive sales industry has brought unlimited business opportunities and challenges However, with the advent of the era of automobile after-sales service, it brings unlimited business opportunities and challenges for the automobile sales industry. At this time, the automotive industry to survive and develop in the huge opportunities and challenges, we must seize the straw of automotive after-sales service, from the after-sales service marketing strategy, is the automotive sales market bigger and bigger.

The current situation of China's automotive after-sales service market

In the face of the international automotive market has been fully mature, China's automotive sales market and automotive after-sales service market is still relatively in the initial stage. China's `automobile sales profits account for about 20% and is decreasing year by year, on the contrary, automobile after-sales service sales profits are increasing year by year, including sales services, use of services and rights services. However, China's automotive after-sales service market there are still many problems, including the sales channel network is not sound, service measures are not perfect, low quality of service personnel, lack of professionals, lack of innovation in management, customer satisfaction is not enough and so on, are China's automotive sales and service market is faced with the problem.

Three, China's current auto 4S store after-sales service status

(a) Introduction to the auto 4S store.

Auto 4S store refers to the automobile manufacturer or car sales company to cooperate with the dealer, and authorize the dealer to engage in the brand's automobile marketing activities in a certain area of the franchise. 4S refers to the four functions of Sale, Spare part, Service, Survey, 4S is mainly engaged in these four functions, they have a unified logo, management They have unified logo, management standard and image. Generally established in large and medium-sized cities, according to the size of the city of different 4S and different levels, such as one Volkswagen Audi 4S store has three levels, namely, A-level, B-level and C-level, different levels of 4S in the scale, management and configuration are different. China's auto 4S store started late, but the rapid development, so which also produced a lot of problems, when many 4S stores in the sales of difficult to make a profit and therefore launched the automobile market.

(ii) the services provided by the automobile 4S stores after sale.

There are many services provided by the 4S automobile stores, including the sales function of automobile manufacturers (Sale), service function (Service), spare parts function (Spare part), information feedback (Survey). Many of these automobile companies invest at least 80% in the sales function, while often ignoring the automobile service function. In accordance with automobile production standards, the production enterprise must provide maintenance, repair, claim service projects and other services, and provide spare parts supply services, spare parts must be purchased from the production enterprise and ensure the quality. At the same time, the car 4S stores also need to pay attention to the dynamics of other rivals in the market, to provide feedback services.

(C) the main problems of automobile 4S stores after-sales service.

China's current auto 4S stores mainly exist in the following problems: ①. The serious shortage of automotive after-sales service personnel. China's current automotive industry is facing a scarcity of senior talents, the total number of talents is insufficient, which triggered a fierce competition for talent, seriously affecting the healthy development of the automotive industry. ②. Weak awareness of automotive after-sales service, the implementation of the core process of sales is not enough. As the management of automobile enterprises pay attention to the immediate interests, resulting in a lack of sufficient investment in automotive after-sales service, do not pay attention to after-sales service quality assurance and awareness training, so that the staff gradually after-sales service lax psychology, quality is difficult to ensure that the operation process is not standardized, the implementation of insufficient, and ultimately produce the consequences of low customer satisfaction. ③. Lack of attention to automotive after-sales service by top management. Due to the sales of the automobile industry in 2002-2003 blowout phenomenon, automobile 4S store sales profit is far greater than the profit of after-sales service, resulting in automobile sales enterprises and customers are on the automobile after-sales service lack of certain importance, especially the automobile management executives, most of the focus on the sale of automobile on the car and ignored automobile after-sales service, resulting in the automobile 4S store into a difficult situation. ④. Subject to the automobile production enterprise, 4S store operation cost is higher. There is an unequal relationship between 4S stores and automobile manufacturers, which leads to very high operating costs of 4S stores.

Four, after-sales service marketing strategy and management countermeasures

(a) the implementation of customer satisfaction strategy, to enhance the service marketing tools.

Customer satisfaction is a concept often used in business, is now a core content of contemporary marketing management theory. For the automobile sales industry, customer satisfaction is a very important key factor. 4S stores to implement customer satisfaction strategy must strengthen the means of service and service marketing means, and actively understand the customer's dissatisfaction factors and timely improvement, innovative after-sales service means, and gradually enhance customer satisfaction.

(2) to establish their own characteristics of the service brand, as far as possible to make after-sales service differentiation.

Automobile manufacturers generally require that the services of 4S stores are the same, so that customers can accept the same service in any 4S store. But relatively speaking, there are many fewer features, and it is difficult to produce enough attraction to customers. Therefore, while 4S stores establish their own characteristics of after-sales service, they also need to ensure that the production of regional 4S store services are differentiated.

(C) active innovation, timely expansion of 4S stores.

With the continuous development and progress of China's automobile industry, auto sales have been gradually transferred to rural areas, and the demand for rural automobiles is also increasing. 4S stores in the continuous reform and innovation at the same time, we should also find the right time to expand the 4S stores to the county or even the rural areas, while taking into account the characteristics of their own brands, and in the rural areas of the firm footing.

V. Conclusion

Nowadays, China has become an important global automobile market, automobile management as one of the industry is very important, it is worthwhile to continue to work hard to innovate, around the 4S stores in the management of continuous exploration and research is our current top priority, so that the automobile 4S store After-sales service is more perfect and humanized, is our ultimate goal.