Study On Improvement Strategy For Sales Procedure Implementation Quality Of Auto Brand A Dealers Based On Customer Value

As the world's biggest car market,China topped the global sales with a volume of 28.88 million vehicles in 2017.However,China's auto market growth has slowed down markedly,and those investors,especial joint-venture brands investors,who experienced the earlier market blowout and acceleration,will have to confront the challenges of both market and of profits challenges in the near future.The lower price of high-end brands and stronger self-owned brands are making the operation prospect of joint-venture brands,the main force in the automobile market,increasingly faced with challenges and difficulties.Under the fierce homogeneity competition and double pressure of sales and inventory,some dealers tend to pursue immediate interests,ignoring how to acquire and deliver customer value correctly.These dealers are not likely to receive customers in accordance with the standard sales process which stipulated by the manufacturers,affecting the accumulation of customer satisfaction,which eventually lead to gradual customer loss in the market.This thesis analyzes the execution quality in the current sales process of the A Brand's authorized dealers,the main joint venture brand in the domestic auto market,finding out the issues encountered in the implementation.In order to improve customer satisfaction,dealers should redefine and optimize the sales process based on the sound management theory.Sales consultants can achieve the maximization of customer value through an all-around improved sales process.