Research On Service Marketing Strategy Of A Company’s Car Beauty Program

With the developing of automobile industry and service, auto beauty becomes more and more popular.The boom in this area is caused by private capital. The main service items include car wash, automobile interior clean, car paint maintain,and car decorate etc. However, because of the low technical level, insufficient differentiation in service products,and terrible business management,many serious problems are coming into this area, such as instability service quality,bad customer experience,environment pollution, waste of water resources,and so on. In this case, the redesign of service in this area which benefit from service marketing theories,is the key to resolve these problems.Taking A company for research object, the present paper aims at contributing to make the strategy of service marketing which are the connection between theories, research and practice. Based on the introduction of A car beauty program, we discuss the characteristics of service marketing.The following part is related to the reason for new strategy from three degree,such as internal factors, external factors and the interactions.The methodology of this process are service quality and customer requirement survey,market environment analysis,and SWOT. Finally, a new service marketing strategy is provided due to 7P’s theory and service innovation.Besides, we also find that car wash is the most important item among car beauty, and customer have the highest expectation on Responsiveness and Assurance.Therefore, the conclusion has been drawn that, based on traditional service, the key to service innovation is door to door service and e-business,which play important role on convenient experience and assurance.