| Following the speedy grown up and rapid development of the domestic automobile industry, the competition can be seen fiercer more and more, the automobile marketing strategic study is expecting to be split further down in detail, the development of Chinese market situation is coming closer to the abroad automobile market, which has a lot of mature practical experiences and new marketing theories that can be learned by the domestic in line operators. Here in this article, we set Audi brand service as an object for study, to observe its feasibility, necessity and practicalness on its automobile added-value service via the successful service marketing theory and the current Chinese automobile industrial development situation.As a fore runner at the line of automobile service, Audi brand always take Customer Orientation as the brand service concept, set customer interests as the first priority in these years development, to study customer psychology, keep on studying on the new service programs while sparing no efforts to carry out the service programs under the Service Core Process.All the above content are the main clues of this article, which consists by the four parts:- The current status of FAW-VW Audi Brand ServiceAudi is a brand with a history of more than 100 years, which keeps on transcending himself since entering into China at the year of 1999, creates a sales miracle at the domestic passenger cars market at the premium segment. Till the end of last year, Audi has its first No. 400,000th customer, which showed the trust Chinese customers laid on FAW-VW and their recognition bestowed to Audi this world wide well-known luxury brand, as well as it showed a strong production capacity and market performance Audi owns. As a sole domestic manufacturing base for the international luxury brand, Audi is focusing on the service concept of Customer Orientation, keeping the development of Audi's technology and quality on the same level with their international steps, enlarging their investment and improving the production output, which offers a solid material basement for the miracle Audi creates with its No. 1 Car in China at the luxury brand segment. Meanwhile, Audi keeps on briefing themselves with the international advanced service concepts, establishing the international luxury car's service marketing system integrating with Chinese market characteristics, which guarantees the achievement of the outstanding market performance.- Necessity on the development of Audi added value service programsIntroduce the customer alienation value, to do an analysis on customer satisfaction based on the current service market situation, implement the after marketing strategy into the brand service work, which is far more beyond customer satisfaction, to lay a good theoretical basis for the enterprise to do a good value added service.- Feasibility study on Audi brand value added service programsChinese automobile manufacturing industry is enjoying a rapid development with an average growth rate of 24.5% in recent 5 years, the car increased sharply, esp. on passenger cars market, which can be expected to reach to 56mio. in 2010. Following by this, the automobile service market will be a giant Gold market with an enormous development potentiality. Generally to say, after sales market is one of the most stable profit source at the automobile industrial chain, which can account for 60-70% out of the total profit. In contrast to the shrinking profit at the automobile sales market, the service market profit rate at the automobile industry in China could up to 40%, which can be expected for a further development potentiality since this market is still at its primary stage. According to the estimation of the experts, the output of the Chinese automobile service market could reach to RMB190bio. in 2010, run closely after the country of automobile giant Japan, and rank No. 2 in Asia. Today, there has no big differences on tech. side competition among the automobile enterprises, the only advantage can be taken is on after sales aspect.This chapter introduced first the comparison on the market share between the abroad and domestic automobile market, which can be shown clearly that there still has a space of 10% for the domestic automobile manufacturer to develop further on service side. Facing this huge potential market, the factories have to realize that the key points for a good service work is to focus on the customer, know about the customer, make clear what customer needs, where the distance between customer needs and our work; secondly, here you can see the analysis on the customer service needs at the premium car segment and the analysis on Audi brand customers, because the real satisfied service products to the customer can be only available from the constant analysis, study, innovation and summary.- The improving measures and comprehensive assessment on Audi brand value added service programsIt's been 8year for Audi entering into China since 1999. In these years, Audi still stands at a leading position at the line, exploited a set of practical experiences and the way of innovative service for the in line colleagues at the premium luxury cars market. Anyway, nothing is perfect. Audi has found some problems out of its own development and kept on trying to fix them through various measures as per the actual situation. On service activity aspect, Audi carried out multi-activities, like: Holiday Service Activity, Service Mobile & Replacement Car Service, AP-Twin Cup, Audi Airport Service, etc. to enrich the content of Audi service, to let the customer experience the aim of Audi– Customer Satisfaction. Meanwhile, Audi is improving the management and supervision to the dealer network, to guarantee the fulfillment of the customer commitment via the measures of optimizing dealerships internal organization structure construction. Additionally, Audi have done a professional survey and assessment on the upcoming value added service programs, invested hard efforts on the development of this kind of service, to work out the effective value added service programs.What kind of customer needs the automobile factories have to know about and satisfy? Automobile factories and their brand exclusive dealers have to offer the differentiated, humane service to the customer, which has to ensure their service should be flexible, stable and standardized to the customer. The automobile product includes not only the main body of the service—the actual product itself, but also the supportive service—after sales service. Since the main body of the service can always be executed as per the standard, there are less disputes referring to the product itself; but service can not be quantified, the conflicts normally can be seen here. The automobile manufacturer should do their business in an intensive way with the priorities, instead of doing the work in their former extensive way. The brand exclusive dealers must do a market survey to offer the most-in-need service to the customer if they want to do a good service work, which requests the enterprise to cool down their mind and think about it carefully, in order to offer their service with priorities, to satisfy the customers in the end.Audi service can be traced in three different stages: basic service, individual service, advanced service. Basic service includes routine service, emergency service; individual service includes the complete sets of service based on the standard Audi service core process; advanced service is referring to the value added service under the principle of customer orientation. Glimpsed on the Audi service in recent years, you can find that Audi is always introducing their service items by tailoring on the customer needs, integrate the international unified service standards with the actual Chinese situation, like Audi Seasonal Service Activities, Audi Airport Service, Emergency Service, etc., as well as the various regional service activities, offer service to the door steps of the fleet owners that carried out at the region for the regional customers with regional characteristics. Many customers asked the factories and dealers to extend the duration period of the activities while expressing their satisfaction to Audi service. For the good advises from the customer, Audi always listen carefully, and consider about it while developing new service programs through the repeated summaries, tests and studies. It is just the way like this is the key to satisfy the customer that to do the business based on the customer interests.Through the long term endless efforts, Audi achieved a great development on after sales service aspect, ranked among the Top 3 names at the international consulting agency's CSI survey in consecutive three years. Esp. in the year of 2006, FAW-VW won No.1 at CSI Survey, which was publicized by J.D.Power Asia Pacific. This is the first time for Audi to win No. 1 at this kind of poll survey. And Audi is the only brand run among the Top 3 names in the consecutive five years since the survey started.The brand value can be shown from the Audi service and can bring a long term benefits for the enterprise. The enterprise brand include service, the improvement of the service quality can enrich the brand value in return. At the current day's fierce market competition, the only way for the automobile dealers to win the customer's trustworthy is to rely on the qualified service with a reasonable price, which is a key point for a long time survival and it has become a public secret at the line.This article studied the necessity and feasibility of the service competitive strategy implementation at the enterprises, considering from the points of Audi customer, the brand, as well as the current service market situation of Audi. |
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