Research On Automobile Service Marketing Based On Customer Value

With the rapid development of the world economy and technology, customer needs changed enormously. For auto industry, the overall development level and service marketing concept have been far from being able to meet the requirements of modem market economy, and the gap with internationally renowned enterprises is increasingly obvious. This requires that automobile industry should establish service marketing concepts focusing on customer value and can no longer indulge in self-centered. By understanding customer value orientation, improving customer perceived value and achieving customer satisfaction, finally we can win competitive advantage and long-term profits.Every layer of customer value carries with them corresponding different layers of satisfaction of customers. All these make the total customer satisfaction. Customer satisfaction is not the simple satisfaction to the product or service, it is the satisfaction based on the customer value. The formation of customer value is based on the value of customer expectations and customer perceived value. So the foundation of service marketing should be changed from the customer satisfaction to customer value. Customer value can clearly show the resource of customer satisfaction and guide the expansion of service marketing.By researching on the service marketing and the related theory of customer value, and combined with the characteristics of the automobile industry, this study expounded that customer value is the foundation of service marketing, and detailedly analyzed how the automobile industry marketing services strategy impact on customer value through customers value-driven factors. On this basis, the study further raised the question of how to build service marketing based on customer value for automobile industry.The auto enterprise should adopt the marketing strategy of serve the customer and improve customer satisfaction. Its core conception is that in such fierce competition of the world's auto industry, it should capture the chance of change the attention from the production to marketing, enhance service marketing based on customer value to reply to the different layers of customers' needs. This thesis is made up of five parts. The first part put forward the objective and purpose of this thesis, and also the current research; the second part marked a overall review of the basic theory of customer value and service marketing; them the third part analyzed the necessary of auto enterprise service marketing and the existing problems of the current situation of auto enterprise; the forth part raised the question of how to build service marketing based on customer value for automobile industry. The last part was the epilogue of this thesis.