Study On Marketing Strategy Of Mact Brand

Due to the closer global economic ties and China's rapid economic growth,people's purchasing power increases accordingly.A series of high-end automobile brands expand rapidly in China and the domestic automobiles develop rapidly.Some Chinese automobile enterprises even go global and acquire international famous automobile brands.The automobile industry has become a pillar of China's economy.However,economic development also leads to the environmental pollution and the shortage of resources.Therefore,people begin to resort to building a resource-saving and environment-friendly society.In this backdrop,the new energy vehicle comes into being.Although the new energy vehicle is rapidly gaining traction,the petrol cars are still in the dominant position.The electric vehicle is the fastest growing and most widely used new energy vehicle.The competition in the field of electric vehicle becomes increasingly fierce,because besides the emerging enterprises,traditional automobile enterprises are also developing their own electric vehicles.Therefore,electric vehicle enterprises begin to shift their thinking pattern from the product competition to the user-centered service competition.Building a user-centered after-sales service mode becomes a way for electric vehicle enterprises to seek breakthroughs.Company A is an electric vehicle after-sales service company.This paper analyzes the current situation of the different functions of the automobile after-sales management in company A: the user center,the power management department,and the service center.Through the study of the current situation,it finds the typical problems of the three functions.Then it uses the data analysis and literature research methods,to analyze these problems and find out their specific reasons.The user center structure lacks of demand analysis and refined activity quality management in organizing activities.The power management department lacks of training and post-training assessment.The service center's inventory management has a low level of information technology support and poor online services.Finally,the paper provides feasible suggestion and a series of promotion strategies: The user center needs to strengthen the user demand surveys,establish the activity quality management and information feedback based on PDCA.The power management department should improve the training of specialists and link the training results with the salary.The service center needs to strengthen the construction of inventory information technology and improve online services.The significance of the operation analysis and promotion strategy of the Company A's after-sales service lies in that,through the analysis of the current problems in the operation,to formulate a targeted promotion strategy,which can continuously improve management to gain advantages in the industry competition,provide users with better after-sales service experience,and step up the working skill sets of the employees.