H-chain Of Automotive Service Center Marketing Strategy

Auto Service Industry is a high value-added after market industry grown up with the development of Auto Industry. In recent years, with the booming of China Auto Industry and rocket growth of car parc number, Auto Service Industry is facing an unprecedented development opportunity, which makes it become the mainstream of China national economy and a strategic pillar industry of the nation.In the meanwhile, however, we still need to notice the terrible in its current status. The broad prosperous of China Auto Service Industry has made it become a target market attracted very keen competitions. However, the rather low entry barrier of this industry plus the lack of related industry regulations have made the market in a big mess. A lot of companies even personnel, no matter whether they have money or not, no matter whether they have technical know how or not, no matter whether they have brand or not, are entering this market to get a gain. In such a mess environment, the strange happens. On one hand, the car owners can afford a car, but not the maintenance of the car; on the other hand, the big service companies can even hardly afford the stable running. Under this circumstance, those branded service companies who are aimed to become leaders of the market should deeply reflect their market positioning strategy and the tactics thus used.This paper will be based on the traditional and modern marketing theories such as market positioning, precise marketing, integrated marketing, experience marketing and relationship marketing, and through the real marketing case of H Company Auto Service Chain experienced by the author, to explore the reasonable positioning of foreign auto service chain in China Auto Service Market, and to deeply analyze the specific marketing tactics mix that should use.The research result of this paper will provide an important reference for those big companies who want to win and grow in this market; will help remove the obstacles for the healthy development of China Auto Service Industry; and will ultimately benefit the China car consumers.