Study On Aftersales Marketing Strategy Of BMW China Automotive Trading Ltd.

Since the f irst authorized dealer b uilt by GZAC on 1999,af ter-sales covered Service,Spare parts and m ost of Survey function.Nowada ys,after-sales business became the m ost profitable d epartment of 4S dealer instead of a supplem entary department to sale business in order to promote the confidence of custom er at the beginning of 4S age.Something more important is,customer spending habit changed a lot as the rise of the mobile internet.The automotive manufacture should be clear to their own strength and weakness under new competition environment which ask them to be m ore aggressive for service innova tion and m eet the need of contem porary customer spending habits.By systematic description of the main competitors situation and changes during the last decade starting from the developing trend base on the marketing background.Combined the ana lysis of state policies which deep ly effect the autom otive manufacture and 4S dealers.I,as the aut hor of this paper,explained the idea and execution of BMW China after-sales m arketing activities base on the c ustomer data analysis and add some skills and training case for better marketing effect.At the last chapter of this pap er,I design ed the in tegrated interface which cou ld help ou r customer relation manager better operate on their daily work base on the shortcoming improve we face now.As the proposed inte rface could contribute great help to marketing effect.The company IT department is developing the function base on the requirement submitted by this paper.