Research On The Service Marketing Strategy Of Guangzhou Transportation Group Auto Repair Shop

With the rapid development of China’s auto industry, the demand for auto repair has increased year by year. Service quality requirements are also gradually increased.However, there are some problems in the operation and management of the vehicle repair shop of Guangzhou transportation group at present. Such as employee service consciousness and service level is weak, each department communication ability is not strong, and customer resource management is not in place, so we need to establish a sound customer resource database to improve personal service. Accessories procurement channels cumbersome,low efficiency and poor economic efficiency affect the maintenance speed and quality. Reserve management technical personnel are insufficient,so we need to introduce more talents to carry out the talent pool and so on. How to solve these problems have become an urgent task for Guangzhou Traffic Group auto repair shop.The first part will be combined with research status and services related to domestic and international marketing strategy, understanding the development of the international automotive aftermarket business case on this basis, summed up the meaning and purpose of the present study. Through literature research, comparative studies, comparative study of methods to determine the framework and main content of the paper.The second part of this paper analysis and research supporting the theory, including service marketing theory,4Ps marketing theory,4Cs marketing theory,4Rs marketing theory, the theory of relationship marketing, experiential marketing strategies and internal marketing theory. And discuss the service marketing practice in Guangzhou Transportation Group car repair plant.The third part of this article is to introduce the Guangzhou Transport Group, an auto repair shop service marketing situation and SWOT analysis to analyze the current Guangzhou Transportation Group car repair workshop service marketing strengths and weaknesses, opportunities and threats. A brief overview of the Guangzhou Transport Group car repair workshop to analyze problems in their current market developments and encountered by location advantage, brand and so on.The fourth part will analyze domestic and foreign car repair plant in the current business model, through the analysis of Guangzhou Shinkansen car treasure cluster operation mode, learn to take advantage of its market, and analyzes US auto repair chain NAPA operating mode to learn to apply the Guangzhou transport Group car repair plant.The fifth part will specify the Guangzhou Transportation Group, an auto repair shop service marketing strategy general idea of standardization strategy through the service process, service variety diversification strategy, enhance customer satisfaction strategy, fast repair chain service strategy, service prices, location, advertising service marketing strategy for policy analysis and conduct shop service marketing strategies.The sixth part of this article will be the case for the basic car repair plant Guangzhou Transportation Group, the development of Guangzhou Transportation Group applies to car repair shop service marketing strategy safeguards. This paper proposes four main effective approaches, including:improving service electronic management system, the establishment of internal training system, attention to equipment maintenance hardware and external corporate image, build customer information management system.The seventh part is the conclusion.Through the research of this paper, Guangzhou traffic group will have a certain role in promoting the status of auto repair shop service marketing. Meanwhile, The conclusions of the study have certain reference and reference for the marketing management of some automobile maintenance enterprises.