| Automotive Aftermarket is the secondary market of automotive industry,concerned with all of services that customers need after they buy a new car.It includes repair maintenance,spare parts and accessories,financial services and insurances,second cars,financial leasing,beauty and modification etc.The market size of this new industry has reached 800 billion in 2015.Such a huge market has increased highly attentions and interests of people including experts,automobile dealership companies,Internet entrepreneurs,automakers and suppliers of spare parts and accessories.Actions have been taken to capture the market opportunities by a lot of companies.However,the market without definite business model is still young and immature.How to promote the transformation and upgrade to be adaptable in the highly competitive market is the problem that every traditional company in this car market has to face and think deeply.Z company is an automobile dealership group and owns comprehensive 4S dealer network in China.As a leading automobile dealership group in China,Z group is also forced to face this complicated condition and has to make changes because of Internet technology development and customers more and more relying on Internet nowadays.How to get rid of company's old marketing strategies and make a combination of e-business and company's advantages to survive in this competitive automotive aftermarket is the key issue that I plan to research in this paper.Based on Z group as a research object,the paper adopted the method of case study.Through the analysis of fierce competition for selling new cars,useless website,loss of customers and according to the theories,I tried to find out the real reasons that caused Z group had marketing problems in automotive market.Then I proposed some reasonable solutions with regard to O2 O e-business model and appropriate supporting projects.I hope this paper would be valuable for Z group's future development. |
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