Research On JBA Company’s Service Marketing Strategy

At present,China’s imported cars are mainly divided into two types of Chinese standard cars and parallel imported cars according to different import channels,while the parallel imported car industry has a short development period and is not mature enough.However,driven by policies and market environment,the prospect of parallel imported car industry is generally optimistic.This paper takes JBA Company as an example.Based on its development status and problems,this paper cites relevant service marketing theories,analyzes the current market environment of the parallel imported car industry,determines the target market and market positioning,designs integrated service and price strategies,and integrates O2 O marketing channels.First of all,this paper analyzes the financial situation of JBA company structure and explores the challenges that JBA Company can face.JBA is mainly engaged in the business of parallel imported car sales.After 7 years development,however,it has encountered development difficulties in the past two years.Specifically,before the 2017,sales generally showed rapid or steady growth.However,after 2017,sales showed a rapid decline and the decline in sales of parallel imported cars brought huge financial losses to JBA.The decline of turnover brings huge financial loss to JBA Company,which is the background and reason of this paper.This paper puts forward some questions about the market competition of parallel imported cars and the improvement of customer demand.In order to find solutions,this paper summarizes and reviews relevant theories,namely the 7Ps portfolio theory of service marketing.On the basis of the classic 4Ps portfolio,it adds three P’s: People,Physical Evidence and Process.O2 O integrated marketing theory is based on the development of Internet technology.Enterprises(especially commercial and service enterprises)integrate online and offline channels at the same time.Experiential marketing means that enterprises no longer focus on products and use fancy promotion information to arouse consumers’ interest in marketing activities,but need to pay more attention to consumers’ consumption experience and feelings,so that consumers can perceive the value of products and services in the experience.In this paper,when analyzing the development status and environmental impact factors of the parallel imported car industry,it is found that with the continuous improvement of automobile industry policies,although the imported car industry has become stable,there is still a large development space in the parallel imported car market.Through the analysis of the macro environment of parallel imported car industry,it is found that with the support of technology,social culture,policy and legal system,parallel imported car not only keeps the price advantage,but also gradually improves the most concerned after-sales service system.Parallel imported car industry presents a relatively large development prospect.Based on the analysis of JBA company’s sales and service system and the market situation of imported car industry,JBA’s target market was accurately positioned.According to the market segmentation of population and geographical location,combined with the company’s original customer resources,the target market will be positioned at the middle and high-end income of enterprise customers,consumers of mountains,cross-country enthusiasts,self-driving travel enthusiasts.The sales model is positioned as Toyota off-road model.The marketing model is mainly based on the maintenance of big clients and the perennial establishment of cooperation.They have the ability of repeating and great purchase power.In addition to focusing on maintaining developed corporate customers,the company also uses marketing theory to attract more customers,such as using online marketing,APP interaction,etc.to attract new customer flows and ultimately promote the JBA development.On the basis of the original marketing strategy,the author will highlight the role of "experience" in offline marketing by using the theories of service marketing 7Ps,O2 O integrated marketing and experiential marketing.Establish an integrated service platform to integrate the experience of parallel imported cars in physical display stores,experience stores and online service experience of consumers;Meanwhile,implement differentiated service price combination and derivative service pricing.Under the omni-channel trend,the channel competition becomes more and more fierce.JBA Company should keep up with the trend of The Times,make efforts to explore various ways and methods to attract and retain customers,explore more possibilities of online channels,and realize all-channel online and offline customer acquisition and customer service.Integrate online and offline marketing channels to provide consumers with integrated services,attract more consumers with higher service quality,establish automobile clubs,realize mutual information sharing among consumers,and guide and manage the spread of consumer word-of-mouth.The proposal of these research strategies will not only help the development of JBA Company,but also provide a reference basis for the benign development of parallel imported car industry.