Analysis And Strategy Research On Service Marketing Of Xian GH Automobile Service Company

Currently, the obvious phenomenon has already appeared in the automobilemarket that the growth of market will be growed up. The solution should be found bythe factories. It is the need for the automobile franchised stores long-termdevelopment to implement service-marketing strategy and develop the key ofautomobile maintenance services. Also it is an inevitable result of the development ofthe market competition. Based on the relevant theories of strategic management andmarketing, and through enormous data collection, this paper does some research onthe present operation and development of GH company, consequently proposes someservice marketing strategic planning and detailed suggestion for GH company.Firstly, this paper makes some illustration on Chinese and Xian's automobilemarket of automobile maintenance services, and points up that the service competitionis the main competition in the future automobile industry and the main problems inpresent automobile maintenance services; the paper analyses the targeting customers,and acquires the profession structure of the targeting customers, therefore providesevidence for future marketing work. After analyzing the internal advantages,disadvantages, opportunities and threatens by SWOT method, the paper founds outGH company present administration and development model can not keep up with therequirements of itself future development and future market competition. So it shouldtake transitional strategy, that's to say make some readjustment in the strategy andmarketing tactics. Service marketing strategy requires the enterprises to enact practical and operableplanning, combining it's own resources advantages. The paper applies VRIO methodto analyze the resources and capabilities of A brand automobile 4S stores, meanwhileformulates the service marketing strategic planning with the service quality, serviceprice, service image and service management as the penetration points.Finally, the paper analyses the causes and solutions of the service quality gap inGH company with the service quality gap model; then by the virtue of servicemarketing mix of 7P, it proposes advices on the implement of GH company's servicemarketing strategy.The work will be helpful not only for GH Company's development but also forthe other companies in the same industry.