Optimization Strategies Of FAW-Volkswagen Service System

With the development and spillover of technology, automotive products are gradually becoming homogeneous in performance, price, appearance, etc. Consumers are more concerned about the added value of products, so that the service has become the protagonist of competition. FAW-Volkswagen is the first modern car base which was built in accordance with the economies of scale. Since entering the market, car sales remain high, car sales volume and market share has been rising. But, since 2003, factors, such as technological progress and diffusion, make an endless stream of new products, product differentiation becomes obvious, and market competition becomes fierce increasingly. In addition, there are problems in FAW-Volkswagen, such as marketing model aging, negative aspects of product planning, and so on. Market share trends to decline, so we must further improve the FAW-Volkswagen service system to gain competitive advantage with good service.Specific content of research in this paper are as follows:(1) Based on the introduction of course of development, condition of market sales since the production entering the market, and content and process of after-sale service, problems in FAW-Volkswagen's after-sale service system, including inadequate sales processes, weakness of customer relationship maintenance and low level of after-sale service. (2) After in depth analysis of after-sale service influencing factors, FAW-Volkswagen service quality evaluation system was built. Content and significance of each index was also proposed. According to the characters of the index system and quality of after-sale service, method of customer satisfaction survey is used to evaluate the quality of FAW-Volkswagen's after-sale service. (3) On the basis of reviewing of the development process of after-sale service of car in domestic and abroad, development models of after-sale service, such as QUATERNITY, chain-store operations, and so on. Finally, international and domestic auto service industry development credence is forecasted. (4) According to the FAW-Volkswagen service problems, optimization strategies after-sales service system in FAW-Volkswagen...