Study On Problems And Countermeasures Of Car Maintenance HSK Project Under O2O Mode

As the vehicle ownership increases gradually in China, the demand on its after-market is also increasing. Car maintenance as a necessary part in daily using is entering consumers' life with a new model. That is O2O model. Such model in the car maintenance is overturning traditional come-to-store model, realizing on-line reservation and store selection via Internet.In this way, the resources can be utilized to the maximum with time saving.Since O2O model introduced to China in 2010, O2O model is now even advocated by China's government. The Government Report in Mar. 2016 says that the new consuming model which interacts between online and offline via Internet should be advocated in the nation.The car maintenance under O2O model is the combination of online and offline for marketing. Currently catering industry under O2O model has already penetrated into consumers' life. For example, the food APP such as E Leme and Meituan Waimai can not exist without support and coordination from real entities. In such environment, HKB project launched. The customers of HKB can log on its website for online reservation and then come to the store for experience. When the order completed, the feedback and evaluation from customers will follow up for other potential users. This O2O model in car maintain is overturning the traditional model, which is waiting in lines for service and lack of reliability.HKB project makes sure that in the process of car maintenance, the products used are from HKB to avoid other low-quality products.This thesis will analyze HKB marketing strategy under O2O model, finding out problems in its marketing strategy, rising up resolutions and suggestions accordingly. In this way, the HKB marketing strategy can be improved and also lay a good foundation for the future marketing operation. Meanwhile, this thesis can also provide reference to other companies in the same sector. Therefore, through HKB marketing analysis and resolution study, HKB can occupy more market shares in O2O model as it strives to be No. 1 brand in car maintenance sector and help HKB project to have a fast and good development in this sector.In the current market environment, more and more projects in car maintenance appear.This thesis uses PEST analysis for the macro environment, using SWOT for the HKB marketing analysis to find merits and demerits of its marketing strategy. The resolution study on the marketing strategy can help the car maintenance sector develop continuously in good condition. The theory and practice is quite necessary in thesis writing and there are still many places in this thesis needed to further explore and studied.