Customer Value Study And Customer Segmentation Of HG FAW-VW 4S Auto Shop

Along with the increase of income and the pursuit of quality of life,quantity of China's car ownership is growing rapidly in recent years,automobile maintenance market scale is rapidly increasing.With the expansion of the market,quantity of suppliers of car maintenance,modification in the after service market is also increasing rapidly.The market status is shifting from the monopoly by 4S shops into heat competition among fast repair factories,car wash shops,beauty decoration shops,etc.Comparing with the 4S shops,the other business modes such as fast repair factories are not restricted by brands,geography authorization,and investment thresholds,their price has obvious advantage in the competition.When guarantee period expires,it's hard for 4S shops to retain customers.To find suitable survival mode and profit space,as one of the main part of the car after service market,4S shops should focus on the perspective of customer life value,take the development of auto after market trends,using the theory of modern customer relationship management,analyze customer information data scientificallyby using the scientific and operational indicators to subdivide after-sales customer group,and according to the characteristics of different customers in different retention plan,allocate resources on the core quality customer group,so as to realize benefit maximization.To solve the practical problems of CRMof HG FAW-VW4S shop,this paper analyzed the weakness of CRM of HG FAW-VW4S shop,bring up the method to use customer value factor on customer segmentation,applied customer value evaluation and customer segmentation on over 2000 customers that has purchased 3-4 years using customer segmentation model RFM model and customer life value theory,and proposed the individual management strategy to each customer group,so as to achieve the purpose of customer retainment and customer value enhancement and bring up solution for the company on how to utilize limited resource to provide better service to the customers.This research can help HG Faw-VW 4S shop to find and effectively maintain core customer group,improve the efficiency of resource allocation,and increase corporate profits.Since the service type and structure of consumption data of all suppliers in auto after service businessare similar,other 4S shopscan also analysis their consumption data using the method of this paper,so as to utilize existing resources to provide better customer service to their core customer group,thus this paper has universal significance for all other 4S shops and the whole auto after-service industry.