| In the past 30 years of reform and opening up, China's national economy has been showing a sustained and stable development, the income of residents also increased rapidly. And China's auto industry since the early 1980s, with the well-known foreign car companies to co-operate, also entered the stage of rapid development. With the warming of the automobile market, and with services to match the car industry, also known as "post-car market."Of the 20th century the world economy, has experienced the agricultural economy to an industrial economy, service economy, in the process of transforming the old industrial demand because of reduced competition, lower profits, market saturation and decline, due to strong demand for new industries, Huge room for growth, higher profits, the big gap in the market and high-speed growth. In the 21st century, service-oriented industries will rise quickly and become the world's leading industries for economic development.Statistics show that the global automotive industry nearly 60% of the profits generated from the service. Motor vehicle is known as the service industry value chain, the largest piece of cheese. With the WTO's commitment to gradually opening up and deliver the world automotive services giant piece of the next largest potential market like a tiger.Automotive service industry, in recent years as a developed industry, covering a very wide-ranging. Automobile, as a service, to be produced from the beginning would be acceptable to a wide range of services: logistics and distribution of the factory, the dealer after-sales service, the use of the process of repair and maintenance, decorative beauty, and so on are all well-known projects , And the beginning of the last few years, such as popular at home: Auto Club, modified cars, car rental and other new projects. To sum up, mainly self-service car factory into the flow of new car sales, purchase, use, and so on until the end-of-life recycling of all aspects of the service, the provision of these services constitute the main body of the vehicle service industry. Franchise in its own development process, and many specific forms. From the perspective of the contents of the concession are divided into two types: one is a "trade mark goods chain concession", that is owned by its chief of a special distribution of goods or trade mark rights and the right to use the award to those who join; another One is "operating formula (or system) concession", that is owned by the chief of its profitable operating system know-how, awarded to those who joined. The former is the initial franchise chain is commonly used in the form of the latter type is widely used in modern franchise in the form, of course, sometimes there are cross.The franchise of the nature of knowledge related to the success of the franchise. Because there is no franchise for a profound understanding of the nature of that concession will not be able to correctly handle the relationship between the interests of both sides, can not be scientific and rational design of the franchise system, licensing system can not maintain the lasting vitality.Franchise market mechanism is the integration of the concession, subject to Xu's own advantage, to make up for their lack of concessions to satisfy the people, by many people, the common consumer demand for the creation of a concession, by many people, consumption Those who win the mechanism of economic laws and the laws of the market the perfect embodiment.Automotive service chain of complex problems, it is necessary to the success of the operation very difficult. The key is to solve the three major elements: the operation of the brand and promotion, technical support and security services, network monitoring system, eventually forming the core of a competitive, stable and constantly growing network of organizations, to provide the community with high quality and efficiency of Services.A successful automotive service chain brands, eight of the reunification of the requirement that a unified brand image of a unified service concept, a unified set of equipment, the promotion of unity, unified price system, unified management, and uniform distribution of spare parts , A unified technical training.The franchise business model as a way to quickly achieve economies of scale by using the vehicle service business, this article will be a comprehensive analysis of domestic and foreign automotive service chain, chain study of the domestic automobile business services market environment for strategic analysis, the full text is divided into Five chapters:Introduction Chapter. The presentation of the research topics and research background of the purpose of the study area and objects to study the ideas and steps to study the assumptions and methods.The second chapter outlines the vehicle service chain operations and related literature. First of all, the automotive service industry on the definition, classification, industry trends and characteristics of the economy, and then to the franchise chain concept, characteristics, type, and the theory of the formation and development of a comprehensive set.Chapter III of the comparative analysis of Chinese and foreign automotive service industry. First of all, foreign auto companies and their services business model was introduced and analyzed, and then on China's automotive service industry to carry out a comprehensive analysis, including the automotive service industry facing the industry chain, car service industries institutional and policy environment, the consumer car market , Automotive service management status quo, the last of the domestic automotive service industry had a SWOT analysis.Chapter IV of China's automotive service industry business model development strategy. Based on the above chapter of the literature research and survey analysis of China's auto service franchise chain business model of the four strategies related to the standardization of the standard, brand marketing services, automotive industry value chain, the chain compound, and regional economic policy .Chapter V conclusions and recommendations. Sum up this chapter of this study innovation, and gives China's automotive service industry license to operate a chain further study.Through systematic research of China's automotive service industry franchise business model of the four development strategy.Strategy one: standards-based standardized services, brand marketing strategy. Based on standardized criteria to build brand marketing services to the basic method by designing products, services, humanistic, and the provision of experiential consumption, so as to enhance the value of the service; On this basis, in-depth development of the concept of marketing services, to establish full awareness of service based on customer satisfaction Zero Defect degree of service, collection development for the prevention, monitoring, integrated system of compensation for the services, to carry out in-depth marketing to meet the needs of users in-depth, marketing services and implement the concept of win-win situation.Through the establishment of norms and standards of service system and maintaining a chain of service brand market system of stable and healthy operation and long life.Strategy Two: Based on the professional expertise of the breakdown of the value chain integration strategy.From the value chain in-house, car services can determine the degree of product differentiation is the key technology R & D and product design, and value chain can determine the degree of product differentiation car link is often the most profitable segments of the rich.Value chain from the point of view, through differentiated products to provide consumers with the "overall solution" of the value chain can often take advantage of the competition and become the most valuable of the entire system link.From the external value chain, through the integration of sales channels, reduce costs and improve efficiency; capital to leverage the door forced open the channels, control of the brand through channels in the market initiative, to provide more consumer-value-added services to realize the value of migration, A new demand. Strategy Three: Based on the combined chain in the form of synergy strategy.By analyzing the automotive service chain in the form of the compound and synergies, as well as the Group of Matt car chain services to the joint development of strategies to raise domestic auto service chain should be fully aware of the franchise stores and synergy in the use of continuous chain, health , In the process of the rapid development of the important role that can not be blind pursuit of economies of scale and expand, and the stores should be organized in the form of well-arranged from the mechanism to ensure the sustainability of the expansion.In the course of the development of enterprises, but also the operating environment in accordance with changes in the strategic focus of the transfer and other changes in the external environment of the stores in a timely manner and to adjust the layout of the franchise through the acquisition of the complex synergy in the form of big enterprises to do Strong strategic objectives.Strategy Four: Based on the advantages of City or regional Administration's application of the strategy.By analyzing the automotive service industry for the region's economy through the promotion of government to guide the formation of an orderly competitive environment, construction industry laws and regulations and improve the monitoring system and the role of the Government, through the introduction of capital and technology to address the automotive service chain technological bottlenecks funds, With government intervention to achieve integrated industrial chain effect, to promote regional economic development to achieve automotive service chain-scale enterprises development. |
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