Discussion On Marketing Strategy For After-sales Service In Southwest Region Of FT Motor Company

After years of rapid development,China’s vehicle ownership reached 240 million at the end of 2018.Although the growth rate has slowed down,the total number of vehicle is steadily increasing.Due to the slowdown of China’s vehicle market growth,the major automobile enterprises in China are fiercely competitive in the new vehicle sale market.Therefore,automobile enterprises need to turn their attention from vehicle sales side to after-sales service side,increase the investment in the after-sales service side in order to occupy the market in the after-sales service and obtain profits in after-sales market.As a joint venture company,FT motor company has always been among the top sellers of its products in the international market,and the quality of its vehicle has been widely recognized.By the end of 2018,FT Motor Company had authorized nationwide a total number of640 dealerships to provide sales and after-sales services to customers,in which 66 dealerships were authorized in the southwest region of China.As one of the seven regions of FT Motor Company,southwest region faces difficulties in its after-sales service.They are customer retention rate,customer retention rate for last year and retrieve rate of lost customer,which are also common problems throughout all the regions in China,even common problems for all the dealerships for all the vehicle brands.Therefore,it is the research that needs to be discussed.This paper tries to use questionnaire from customers and employees to find the possible reasons of the above problem.Based on the answers of questionnaires,this paper takes the after-sales service department in southwest region of FT motor company as the research object.Firstly,it uses the "PEST" analysis method to interpret the macro environment,the macro politic environment steady,economy growing,idea of car using developing and technology in car updating.Secondly,analyzes the after-sales service department in southwest region of FT motor company through the "Porter Five Forces" analysis method,low bargaining power of suppliers and buyers,middle threat of new entrants,low threat of substitutes and high degree of rivalry.It then uses the "SWOT" analysis theory to analyze the advantages and disadvantages of the after-sales service department in southwest region of FT motor company and the opportunities and threats it faces.The after-sales service department in southwest region of FT motor company implements SO strategies,such as diversifying product line,selling “Ding Bao Tong”products etc.Finally it applies the services marketing "7Ps" theory to select the appropriate product,price,place,promotion,participant,process management and physical evidence strategies and point out the corresponding guarantee conditions.This paper looks forward to providing the after-sales service department in southwest region of FT motor company the services marketing strategies for the problems of customer retention rate,customer retention rate for last year and retrieve rate of lost customer,so that the after-sales service department in southwest region of FT motor company can attract customers back to dealerships for service,which can expand the market share of the after-sales service department in southwest region of FT motor company.The proposed services marketing strategies then can be promoted to the other regions.At the same time,since the research in the field of automotive after-sales service marketing is very rare in the academic field,this paper is expected to make contribution to enriching the research of marketing for after-sales service in automobile industry and also can provide inspiration for adjustment of marketing strategy in automobile after-sales industry.At the same time,due to author’s limited research ability in theory,this paper cannot fully indicate the problems of the research object.The depth and accuracy of the analysis should be enhanced.The effectiveness of proposed marketing strategies remains unproven.