Continental Automotive (Changchun) Co.,Ltd Service Marketing Research

Now automotive industry is the first manufacturing industry all over the world, and it faces the competitive pressures from all sides. Among these pressures, the sales war of occupying customs is attractive, and make the changes of automotive companies from lean production system to customized sales-oriented. And traditional production method becomes more flexible and diverse, while the production period is shorten to several weeks. These all need that the components companies should promote their levels of servers and sales. More multinational component suppliers, take their attentions on the setting of service and sales functions, process improvement and precise assessment.Continental Automotive Electronics Co., Ltd. is the main part of Germany Continental Group, mainly produce automotive electronics products. As a global automotive supplier, Continental Automotive has been in advanced technology, reliable quality, competitive price and good service, and becomes well famous in automotive industry, shares large of global electronic components market. Since the successful acquisition of Siemens VDO automotive business department in 2007, Continental Group becomes the world's fifth-largest automotive parts manufacturers. The type of products involved is almost 80% of automotive electronic products. Customer base at the same time more and more widely, not only to export overseas, occupies important role of global automotive supply chain, domestic customer is basically cover all aspects of the domestic automobile manufacturers, the system works, as well as vehicle parts manufacturing facility. With the developments of customization sales-oriental production, the growing number of customers, from year 2009, the production-sales number of native automotive became double, the service and sales method of Continental Automotive Company revealed some problems:The first problem, the customers'requires on flexibility and diversified production could not satisfy. When customers want change the function, company also charges expensive exorbitant fees as routine, although the whole R & D capacity lacks responding, it makes periodic extends, and always causes customers'complaints;The second problem, pricing strategies and purchase process is too rigid and inflexible. The company's domestic sales must confirm the price with the foreign sales departments, but the customers always want a shorter purchase time. Continental Electronic Automotive purchase process is more complex and difficult to be completed within the stipulated time quotes, often caused customer complaints;The third problem, the lack of training for marketing sales and effective communication. The new marketing stuffs do not receive systematic training and have sufficient knowledge of the product, always reduces the quality of customer service. The lack of information exchange between different departments, there are some information is confusing, customers face a number of suppliers, it is difficult to remember what each vendor is responsible for the specific work, and sometimes people do not get the information, it will delay customers services.After detailed analysis on above problems, the paper designs some new plains for service and sales, amendments the traditional complex, inflexible processes, and implemented in a small area. The promotions achieved satisfactory results, and won the praise of the customers. The contents are flowing:1. Through the theoretical analysis of service sales, the paper establishes the strategy that Continental Automotive Electronics Company should focus on customer satisfaction, catch the ore of relationship marketing, and pay attention to service quality;2. For solve the problems of service sales, the paper applies the method of reengineering procedure based on service profit chain, establishes the plan of amending the processes of technical services, quotes prices, and internal communication;3. With four levels of customer satisfaction evaluation index system of evaluation, the paper designs and implements the customer satisfaction surveys. By the analysis of survey results, it is founded that there is more discontent of technical services, ordering procedures and so on. This method is useful for effective evaluation of service quality, and for reengineering procedure.