Research On The Problems And Countermeasures Of Service Marketing Of B New Energy Automobile Company

With breakthroughs in battery technology in recent years and major countries around the world reaching a consensus on the issue of climate warming,countries around the world have successively formulated a timetable for banning the sale of traditional fuel vehicles,and net zero emissions have become the established goals of governments.Under this background,the production and sales of new energy cars have increased significantly in recent years.The marketing mode of the automobile market has also changed from the dealer mode of the traditional 4S store to the direct selling mode of the experience store in the central shopping mall.The entry of new Internet car-making forces into the car market is undoubtedly a comprehensive competition from traditional car manufacturers in terms of service marketing.This forces Company B to realize the transformation from an automobile manufacturer to an automobile manufacturing and service enterprise.The improvement of its consumer satisfaction and the improvement of the company’s service premium require the reconstruction and construction of the marketing level through the theory of service marketing.Based on the industry background and competition pattern of Company B,this paper trys to find out the problems and causes of Company B’s service marketing,and find out the countermeasures.Aiming at the offline direct selling experience store of Company B,using the interview method combined with the grounded theory,the questions of the questionnaire survey are extracted,and then the questions are divided and designed based on the 7Ps theory.Research studies to find problems with the marketing of a company’s services.It is concluded that the current problems of company B’s service marketing in the seven dimensions.And combined with the enterprise management situation to find a series of reasons behind the problem.Then,combined with STP marketing theory and experiential marketing,specific improvement countermeasures are put forward for subdivided consumer groups and consumers’ service experience.Finally,it provides suggestions for the internal implementation ideas and guarantees of company B,and forms research results with theoretical significance and practical guiding significance.