Strategy Research On Service Marketing In X Brand Automobile Authorized Stores

Auto authorized stores are in the environment of fierce competition and rapiddevelopment.This thesis studies service marketing strategies of X Motor Companyauthorized store, aimed at improving service management, as well as providing operatorsof auto authorized stores some reference and help on how to carry out their servicemarketing.This thesis bases on services marketing theory, strategic management theory and thetheory of the marketing mix. By using literature reviewing method, expert interviews, casestudies, qualitative and quantitative analysis method and logical reasoning and othermethods, I studied the X auto authorized store’s status and analyzed its target market. XMotor Company pays attention to consumer groups who can be personalized or mild, andit needs to extend its consumer groups to the earnest family and the active family. I madeSWOT analysis and VRIO analysis to analyze resources and service of the authorizedstore. X auto authorized store should adopt the market growth strategy which takesadvantage of external opportunities and internal strengths. VRIO analysis shows that thecompetitive advantage of X auto authorized store’s service price and service quality isrelatively weak. And it is easily imitated by other companies. But the competitiveadvantage of service management and service image is more obvious. After diagnosing theproblems the authorized store faces, this thesis proposes service marketing managementstrategies from four areas. They are the service quality, service price, service marketingand service management. In order to improve service quality, X auto authorized storeshould improve service model concept, add service programme and improve serviceattitude. In the term of service image, it should be close to customers through the visibledisplay, and pay attention to reputation and the words out of consumers’ mouths. In theterm of service management, X auto authorized store’s service management should bestrengthened.At the same time, it also implements the relationship marketing to enhancecommunication with customers. X auto authorized store should be active in carrying outinternal marketing to improve staffs’ service quality. It is also based on customers’satisfaction to forge customers’ loyalty. Finally, on the basis of actual situation of authorized store for X Motor Company, I put forward specific proposes about the servicemarketing strategy. They must strengthen customer relationship management, strengthenteam building, make promotion diversify, optimize service processes, implement brandfranchise management, and carry out effective marketing activities.