Research On Services Marketing Strategy Of FAW-VW Dealer

Chinese automotive consumer market sales volume has been ranked first in the world for many years,but at the same time,it also exposed behind the rapid growth has many deficiencies for customer experience management.To ensure sustainable development,most car brands are in the practice of service marketing system optimization theory,in-depth studies,most of the brand search how to based on the the data to do a more accurate portrait of the customer,but the most fundamental theory is how to provide service beyond customer expectations,improve customer satisfaction.In recent years,FAW-Volkswagen customer satisfaction scores continued to decline,the influence that the dealer profitability continued to decline.This thesis is based on the two problems on how to optimize the FAW Volkswagen marketing service system to make some strategies and reference.First of all,through the market information collecting and reading related literature I make the research framework and the research methods and contents,and then according to the analysis of FAW-Volkswagen marketing service system present situation,the existing problems,namely how to improve customer satisfaction and dealer profitability.The specific solutions are put forward in this paper,the macro environment of FAW-Volkswagen were analyzed by PEST.The micro environment of the Potter five forces analysis,finally using SWOT model to get the final adoption of ST strategies,namely the threat advantage strategy as the main strategy of FAW-Volkswagen marketing service system optimization,to give full play to the FAW-Volkswagen Service the brand marketing system,and the amount of advantage,avoid influence of national policy for channel capacity,to win the favor of customers with new cars in service marketing competition forces.According to the latest change in the direction of existing FAW-VW dealer service marketing situation and the automotive industry,service marketing combination strategy optimization must be based on customer experience model,from the latest Internet characteristics of AISAS based on customer experience model as the starting point,to optimize the service experience process,customer relationship management and life cycle thus,to improve customer perceived service marketing system and comprehensive ability.Analysis from the angle of the balance score card,in order to complete the indicators of customer better,the essential process indicators and business personnel security ability index of security,so with the training and guidance to support the service ability of front-line staff,and assist the development of management information system,achieve the ultimate goal.To sum up,the automobile consumption market is in a transition year,how can the market competition torrent obtain sustainable development thinking is the most traditional automobile enterprises,how to dig their own service marketing system of competitive advantage,become the FAW-Volkswagen a key factor to ensure the sustainable development of the.This paper hopes to provide constructive and practical reference for the optimization of service marketing system of FAW Volkswagen,contribute to maintain its core competitiveness in the market.