Research On Service Marketing Strategy In Changsha Jinying Vehicle Repair Plant

With the full development of automobile market in China, it takes on unheard of energy in automobile industry. It is the rapid increase of automobile in home application that has taken expanding space for the market of after-sales service. Automobile industry is on the stage of development, meanwhile service marketing strategy in vehicle repair industry has not been mature. The investigation on private vehicle market is much less. This paper is of operation significance for small and medium vehicle repair enterprises.According to the marketing theory and the direction of oversea vehicle repair industry, we have studied actuality about service marketing in Jinying vehicle repair plant, and set down marketing strategies and safeguards for them. This paper includes four chapters, in chapter 1 we introduce the backdrop and purport of this research, and summarize the related theory, then we introduce the content and frame-work; in chapter 2 we analysis the actuality in vehicle repair industry and the environment of Jinying vehicle repair plant; in chapter 3, we apply the marketing theory and set down the service process standardization and variety diversification strategy , internal marketing strategy, and fast-repair multiple shop strategy; in chapter 4, we bring forward the safeguards for the realization of the strategies.The research result is of reference value for the small and medium vehicle repair enterprises.