A Study Of Customer Service Marketing Strategy Of Jaguar Land Rover

The continued rapid growth of the Chinese auto industry has triggered fierce competition among brands.As Chinese consumers become more and more rational,new car sales market has become the red sea market,brands have the same product in different price,it followed the big price war.Therefore,after-sales service has become the brands to give prize,every car enterprise based on service differentiation,for brand to establish market position,win the market competition.In the background,this paper focuses on JLR service marketing.The aim is to analyze the literature and the internal and external environment of the company,to present specific strategy of service marketing,and to improve JLR customer retention through customer service,and finally increase marketing share.To be specific,the paper first introduces the background and significance of research content and methods,key terms and related theories.Secondly,the paper analyzes the internal and external environment of the OEM service market,including CHINA vehicle service development process.The paper analyzes internal and external environment of JLR customer service,does SWOT analysis.Based on the above analysis,it concludes that under currently marketing environment,JLR's service system is not good enough to fix the vehicle and make customer happy.The new target is converting customer passively backing to 4S to customer proactively backing to 4S store.In order to reach the target,the paper puts forward jaguar land rover service marketing strategies and suggestions for improvement from five aspects such as customer relationship management(CRM),service product,promotion and customer experience,dealer capacity improvement,improving price competitiveness.Lastly,this paper discusses how to implement and evaluate JLR's service marketing strategy.