Research On Marketing Strategy Of A Automobile Maintenance Center

With the continuous improvement of economic level,China’s automobile industry has a thriving prosperity.The overall sales volume of automobiles is rising,which brings more opportunities to the development of automobile manufacturers and spring to the automobile maintenance industry.The automobile maintenance industry is mainly divided into professional 4S stores,general maintenance stores,beauty chain stores,etc.the automobile maintenance service has entered the fierce competition.We have a deeper understanding that the rapidly developing 4S stores pose a greater challenge to the automobile maintenance center.While ensuring its own profits,the automobile maintenance center takes into account the legitimate and reasonable interests of customers.Only by providing satisfactory services to customers can we win the favor of customers,and enterprises can continue to create profits,so as to continuously promote the improvement of service level and enhance business ability.At present,A automobile maintenance center is a general maintenance shop,which has obvious advantages compared with professional 4S.Therefore,we can only reflect and summarize the problems encountered in the development process from different aspects,and constantly improve and modify them,so as to achieve sustainable development and get a place in the fierce competition.This thesis mainly takes A automobile maintenance center as the research object.Firstly,it introduces the theoretical basis and literature review of 7PS marketing theory,service marketing research and automobile marketing research,and analyzes the current situation of A automobile maintenance center,mainly from the enterprise profile,macro environment,competitors,consumers and suppliers.Then,by describing the current situation of the customers of A automobile maintenance center and analyzing the existing problems through the survey data,including single service products,low service price competitiveness,single channel mode,solidified promotion mode,insufficient team professional level,complex process and lack of tangible display,it puts forward optimization suggestions for its service marketing strategy,including product upgrading,reducing service price,effectively improve channels,improve promotional activities,improve the quality of service personnel,optimize service process and tangible display,etc.Finally,this thesis puts forward guarantee suggestions for the implementation of A automobile maintenance center based on these studies,including strengthening the construction of corporate culture,improving the service quality management system and strengthening the construction of customer files,so as to ensure the effective implementation of the service marketing strategy of A automobile maintenance center,improve its economic efficiency,promote it to occupy a place in the fierce automobile maintenance enterprises and steadily improve its profit level,enjoy a certain popularity in the market.Based on the current problems of A automobile maintenance center and the basic research of 7PS marketing theory,this thesis obtains the suggestions and safeguard measures that help the marketing strategy development of A automobile maintenance center.At the same time,it can also be used as a reference for similar enterprises,which is conducive to the orderly development of automobile maintenance enterprises.In addition,this thesis discusses the theoretical research,pays attention to the results of domestic and foreign scholars,and fully combines the characteristics of the development of A automobile maintenance center,which is helpful to make a certain theoretical supplement to the relevant research of the existing 7PS marketing theory.