FAW-VW Aftersales Service Customer Experience Marketing Strategy Optimize Research

Since 2008,the domestic automobile industry has developed extremely rapidly,with the annual production and sales scale rapidly rising to a new level of 24 million vehicles,successfully ranking among the world’s largest passenger car market.On the one hand,the automobile industry develops rapidly,which made a drastic contribution to the steady growth of domestic GDP.On the other hand,it has also greatly promoted the sales and after-sales customer experience management level of the automobile industry.With the development of economic decreasing in recent years till now,the sales of automobile are also decreasing.The competition of new ICE car sales is becoming increasingly fierce,and the profit level of dealers is declining rapidly.Generally,they are in the state of inverted profits,and the business state is unsustainable.In contrast,in the field of automotive aftermarket,the total number of passenger cars has exceeded 280 million,and the huge scale of users also has a huge demand for vehicle maintenance,decoration and beauty,additional purchase and replacement,financial derivatives and second-hand cars.In 2020,the total scale of automobile aftermarket will exceed 1.5 trillion yuan.Such a huge market has attracted many competitors.How to maintain loyalty customers stay with high experience quality in factory is the final way to win customer in the market competition of 4S shop original maintenance system.To win customers in the competition of market,maintaining customers’ loyalty staying with high quality of experience is the key.The related research of customer experience began in foreign countries decades ago.In recent years,it has been widely used in banking,real estate,automobile and other competitive fields.However,the domestic research started relatively late,and the depth still needs to be further strengthened.FAW-VW,as the leading automobile joint venture in China,has been in the forefront in terms of sales volume and profit level.However,there are still some problems in the field of after-sales customer experience management,such as the deterioration of customer churn rate year by year,the failure of CSS,and the frequent occurrence of customer complaints.On one hand,the market can influence the occurrence of the problems;on the other hand,they are inevitably related to the problems of after-sales customer experience management.This paper mainly apply to two research methods:literature research and case analysis.The former is to define general marketing concepts and related marketing research results,as well as summarizes other scholars study results for reference.The case analysis method takes FAW Volkswagen as the research object,uses the internal and external environment to analyze the existing problems of FAW Volkswagen customer experience,uses 7PS marketing analysis tools to formulate improvement measures,and puts forward safeguard measures in the fields of corporate culture,organizational structure,financial management,information technology,etc.,so as to test the actual effect of the research results in practical work.The main innovation of this paper is to use multi angles to analyze customer experience marketing growth and improve the relationship between OEM and dealers,which is from strong supervision to promoting operation,further strengthening the concept of win-win.The main research conclusion of this paper is to study the interior and exterior factors of customer experience management in the automotive industry and make a summary of the related reasons,propose solutions and measures and raise the opinions and suggestions to support the improvement of customer experience marketing management with safeguard measures.The research conclusions can initially support the solution of the problems faced by the customer experience in the automotive aftermarket in today’s market environment,especially the poor quality of the customer experience of the OEM franchised dealers,so as to achieve more retained customers to stay in the original service system,contribute more after-sales value and profits to the dealers,promote the continuous improvement of the dealer follow-up,and ensure the quality of the main engine The factory sales target was successfully achieved.