Strategy Research On Service Marketing In Mazda Brand Automobile Agent

Having experienced competition stage of product marketing and price, currently, the competition of auto mobile in China is at the consubstantialstate.Service will be special, unique, satisfied, beyond value product.It will be the most important element of competition in Chinese market of automobile.To traditional market for automobile, service is not included in the product value,andthe value of product is no integrated value chain. The authorized agents only emphasized in the sale, maintenance and repair. The result is the function of authorized agents variety rare and customers unsatisfied.The thesis point out the necessary of automobile service marketing, which based on the service marketing theory, and analyze the automobile marketing environment from microscopic and macroscopic for automobile agents. Firstly, this thesis illustration on Chinese authorized agengts, and point out that the service marketing is the main competition in the future authorized agents and the main problems in present authorized agents. After introducing the present situation of Beijing Kailong authorized agent, analyzing the internal advantages, disadvantages, opportunities and threatens by swot method, the thesis finds out that Beijing Kailong authorized agent present marketing model can not keep up with the requirements of itself future development and future marketing competition. So it takes transitional strategy, making some readjusting marketing strategy and model. This thesis ayanlyses the causes and solutions of the service quality gap in Beijing Kailong authorized agent with the service quality gap model, then by marketing triangle model and new 7Ps service marketing mix, it proposes new ideals on the implements of Beijing Kailong authorized agent service marketingstrategy, enforcements of multipleadvertisement methods, improvement of visible display and optimization of service process, intensifying experience marketing, team building, promotion the satisfaction of employees and so on.Service marketing strategy requires the organizations take practical and proper playing by combining it,s own resourses advantages.Last but not least, the realization of marketing strategy is a long term systemic programme. It requires everyone operating coordinately in long time. I hope this thesis can provide some references to exert service marketing strategy for Automobile authorized agents in china.