Market Enterprise "cool Cars Library Car Club Car Service Marketing Strategy Study

Car service market provides all the activities concerning car maintenance and repairing, car rental, car salon, and so forth. The demand of car services is increasing due to the accelerating development of Chinese car industry. Although the car service market in China conceals great potential, the immature market conditions, the lacking of modern technologies, the incorrect service concept and the tense competitions that raising from foreign corporations are challenging Chinese car service companies. Hence, to learn the target customers'buying behaviors, make sure what they really need, and then build a service brand through the differentiated service marketing strategy that based on the demand is one of the best ways for a Chinese car service company to develop the competitive advantage and beat the competitions.Coolchecool Car Salon (CCS) is one of the famous and biggest car service companies in Shenzhen. The study first of all, analyzes CCS'opportunities, threats, strengthens and weaknesses; secondly, analyzes CCS'business units using BCG matrix; and thirdly, analyzes CCS'target consumers'buying behavior through collecting the data of questionnaires, interviewing and second hand researching. Finally, the writer develops a differentiated service marketing model that would satisfy the CCS'target customers'demand. And the writer also finds out that, to construct awell-public-praise service brand through promoting the differentiated service marketing model, is essential for a car service company to achieve its competitive advantage.Many Chinese car service companies often neglect the importance of marketing activities and are lack of the right consumer-based service orientation. The result of the study shows that one of the effective ways that a domestic car service company can do to develop a service marketing strategy and achieve the competitive advantages in the challenging car service industry today.