| China is moving rapidly from bike to automobile society. In 2007 there will be 10 millions vehicles to be produced and sold, nearly double on the volume of 2003. by the end of Sept. 2007, total car park in China is nearly 200 millions, among which private vehicle park is 118 millions. So after sales service market of automobile in China is increasing dramatically, not only for vehicle maintenance & repair, but also for spare parts, customer relationship management and information survey, which we can say a total automobile service market. By 2010, the revenue of total automobile service market will be RMB300 billions, the second in Asia after Japan. The industry of total automobile service is becoming fundamental for GDP development.All the international and domestic auto companies with well-known brand are now competing severely in China. Instead focusing on selling more vehicle only, some auto giant are now put more attention on total automobile service market, because they fully understand nearly 70% profit is coming from automobile service in their mature markets.So how to develop our automobile service strategy is critical for our domestic companies. It is necessary for us to research the total automobile service marketing strategy now.The subject of this paper is researching on the service market strategy, with the background of ABC automobile company. By analyze on its macro/micro environment with the method of Poter 5 elements and SWOT, ABC should implement Differentia Strategy. As for Service Marketing strategies, ABC should ensure their Dealerships network fully in line with all the strategies.Further more the paper point out: ABC needs to develop its own Service Brand based on its well known product brand; to reinforce Customer Relationship Management; to develop the concept of total auto service and implement marketing combination of 7Ps; to develop metrics to evaluate the quality of service and then, to establish a motivating system based on these metrics. |
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