A Study On The Service Model In Automotive Aftermarket-a Case Of FV Company

With the improvement of people's income level,the domestic auto consumption come into a white-hot period.A huge amount of cars bring opportunities and challenges to automotive aftermarket services industry.This thesis conducts a study on FV company,a traditional domestic automobile manufacturer,comparing the advantages and disadvantages and challenges of traditional automotive aftermarket.FV company mainly focused on vehicle sales rather than aftermarket,this caused low efficiency service,opaque information communication and unsmooth feedback channel.At the "Internet plus" stage,how to make use of the Internet advantages to solve the traditional aftermarket service problem,improving the user experience and satisfaction is the emphasis of this study.In order to improve customer satisfaction,this study carries out service satisfaction survey and identifies the traditional service model existing problems based on survey results.FV company need to improve the old service model to respond changes of the market,according to the positioning and necessity of the new service model,the thesis proposed O2 O platform model and expounded from following aspects: customer segments,scenarios,promote channel,relationships with customers,core resources and how to profit.Finally,the thesis analyzes the macro environment for the new model with PEST tools and verifies the new mode via actual operating results.Through this study we show that FV company integrates with internet could promote enterprises to find a new foothold and help traditional 4S-auto shop owners to build a one-stop service to improve satisfaction and reduce parts procurement costs,as well as boost dealer profits.It also help FV company to achieve strategic layout and fill gaps in automotive aftermarket,while providing a reference for the other company in the industry.