Research On Building After-sales Service Brand Of Fengxing Automobile

The Chinese passenger car market has stepped into the fast lane of rapid development by this century when it started development in the early 1990s. Along with repaid increase of the output capacity and technology of the Chinese automobile and constant maturity of the consumers, competition of the automobile brand will inevitably turn to after-sales service from technology and price etc., competition among manufacturers not only involves in the product itself but more pays attention to the factor closest to the product and consumers namely after-sales service. In China, along with fierce competition of the automobile market in recent years, auto manufacturers and dealers more and more understand they can cultivate the customer loyalty and stabilize the customer relations only through perfect, considerate, superior quality and individual after-sales service.Modern marketing's research on the brand has several decades'history, it has a deep research on the relevant theory of brand concept, brand cognition, brand association, brand image, brand rights and interests, brand extension and brand loyalty etc. Nowadays, the word "brand" has been greatly expanded in two connotation and extension aspects. The service brand refers to the name or other identity symbols of the service agency or other service departments, service post, service personnel, service production line, service activities, service environment, service facilities, service tools and service objects. Also, service brand is the characteristic service mode, business skill and reception art which are formed when the service enterprise provides sales and service and the specific service mode recognized and depended by the society or consumers. The core idea of building service brand is the customer satisfaction and loyalty and to maintain the lifetime following customers and promote mutual favorable exchange by obtaining the customer satisfaction and loyalty to ultimately realize promotion of the brand and long-term growth of the enterprise. The Chinese automobile after-sales service industry has an enormous market potential and profit space, in the meantime, the automobile after-sales service competition is fierce. The mentality of the automobile consumers is also more rational day by day; their attention begins to turn to the whole process of the automobile consumption from single product purchase. Occupying high land of after-sales service field by building the service brand has an important strategic significance on the after-sales service providers and the finished-automobile manufacturers. A reliable service brand can effectively retain old customers and creates maximum benefits for the service providers; also, a reliable service brand can more favorably attract the consumers to select the vehicle types. At present, a great number of the finished-automobile manufacturers have put into a great deal of work in building the automobile after-sales service brand in China.Proceeding from the actual situation of the Fengxing automobile service guarantee system, starting from the research on the automobile customers' demand, Dongfeng Liuzhou Motor Co., Ltd. implements the standardized service to improve the purpose of customer satisfaction and initially build Fengxing automobile service brand by improvement of the service quality, establishment of VI image identity system and promotion of the service marketing. Viewing from the key point of the work on building Fengxing service brand, building automobile after-sales service brand requires guidance of the service marketing view. The service marketing view has a qualitative difference from the marketing view, the service marketing view is service oriented and based on the object of the customer satisfaction; the relation between the enterprise and consumers is to provide superior service for the customers for a long time and whole process and expand the market sales, increase profit of the enterprise and improve the competitive force by transmission from the satisfied customer so as to promote the sustainable development of the enterprise.The author thinks the core idea of the automobile service brand is "Automobile service enterprise fully understands the customers'demand and should adopt the series service brand strategy to meet these demands as to obtain the customer satisfaction and create loyal customers and realize the improvement of marketing performance and long-term growth of the enterprise. " The enterprise can effectively develop to build the service brand only on premise of fully understanding of meeting the consumers'demands. The efficiency of the service brand building work directly relates to the customer satisfaction and profit of the enterprise. Periodical efficiency assessment by maintaining the customer efficiency and analysis on input and output to build the service brand can understand current situations and problems on building the service brand, based on this aspect, and promote the basic work of building the service brand and work out the corresponding objective. Building the service brand can effectively promote development of the service marketing. The purpose of the customer service branding is to allow the service itself to have more individuality and recognition and become a synonym of promise and business reputation and allow the service brand, corporate brand, employee brand, technology brand and product brand jointly serve to the product marketing and then allow the customers to identify the corporate culture and produce the loyalty for the brandFinally, this paper gets to a conclusion as below:1. Building the automobile after-sales service brand of the Chinese finished-automobile manufacturers is the necessary development direction; 2. The key to build the automobile after-sales service brand is to develop the relevant activities by the service marketing view; 3. Building the automobile after-sales service brand requires a full set of good support system.