Research On Chinese Automobile Service Marketing System

World trade organization brings us with a wilder economic environment, which includes both challenges and chances. Many people pay attention to domestic enterprises in certain industries, such as auto industry. Compared with other kind of auto manufacturers, car manufacturers may face up with more challenges. Car sale market has been mature, and it is hard for car manufacturers and sellers to get more profit through traditional car sale. Domestic car manufacturers and sellers must solve problems brought by foreign car manufacturers and domestic customers .The former compete with them in limited market, and the latter ask them for more special services and lower price. Theory and research should turn from sale marketing to service marketing, for service marketing can bring car manufacturers and sellers more profit and more loyalty customers.Accompanied with the rapid development of domestic car manufacturers and sale market, marketing theory must be renewed. Recent researches about car marketing mainly focus on the analysis and choice about marketing system and marketing model, and there is little research about service marketing, not mention the research about car service marketing. Works must be done to make up the disadvantages: (1) build a system, which can include the whole aspects of car service marketing and clearly display the logic relations among those aspects; (2) find optimal way to help enterprises utilize their comparative advantages to do service.This assay use many methods to analyze the recent situation of foreign and domestic service marketing ,and on the basis of it, simulates countermeasures which can better our country's car service marketing. 4 chapters compose the assay. The first chapter focus on service theory, and it analyzes car service marketing system and car service marketing strategies. The second and third chapters are the importance of this assay. in the second chapter, the course of car service is demarcated in three parts: before sale ,in sale and after sale. The third chapteranalyzes recent situation of foreign and domestic car service marketing from threeaspects : before sale-----service product, in sale—service place and aftersale—service quality . the conclusion is in the fourth chapter, which discuss how to form the conception about service product before sale ,how to manage service ditches in sale and how to improve service quality, then on the basis of those discussion, it offers some suggestions and countermeasures .