Service Marketing & Management Strategy Of After Service In Automobile 4S Stores

After automobile sale blowout from 2002 to 2003 in China, the automobile market is entering post-automobile era. After Service has become the main effect on automobile sale, and also the focus of competition between automobile manufactories.Firstly, the thesis give a brief description of the present domestic automobile market and the automobile After Service market, which shows the facts that After Service market is growing up rapidly. Then it introduces the present situations of automobile 4S stores and points out questions in the After Service. After analyzing five forces of threat of supplier, buyer, barriers to entry, substitutes and competitors which are provided by Porter's Five Forces model and four factors of advantages, disadvantages, opportunities and threatens which are supported by SWOT method, we found that besides advantages, automobile 4S stores have many disadvantages such as being controled by the automobile manufactory, the competitor growing stronger and the gradual change of the customer structures.After analyzing the service quality gap, the author suggests that it is a good strategy for automobile 4S stores to enhance service marketing, use differentiation strategy, build up its own service brand, and expand timely.By use the service marketing triangle and service marketing mix of 7P, the author advices that Automobile 4S stores should enhance human resouce management, customer relationship management, and service management.With the age of automobile After Service coming, it brings many opportunities and challenges. Whethere automobile 4S stores can live and become stronger in the age depends on more researches and innovations in the process of practice by both the automobile manufactories and managers of automobile 4S stores. It is hoped that this paper may provide some benefitial thoughts in implementing service marketing strategy.