The Service Strategy Study Of Chang An Ford Sales Company

Sales profit of complete car is reducing, service has become new profit increasing point. Base on Chang An Ford Sales company, we work out service strategy after analysis internal and external circumstance. We find difference with rival by value chain theory and work out tactic of carrying out difference strategy.Aim at rate of marketing occupancy not reaching to 3%, facing service network few, brand value short and service profit small. According to trade structure theory and competitive strategy theory, analyzing opportunity and threat of outside circumstance, strongths and weakness of inside circumstance. Making Chang Ford sales company entering turn type phase by comparing with competitor and analysis theory of PES, value chain, Port, competitive matrix. Constituting service differentiation strategy.There are five section in this paper. Section one, introduction background, theory and method of paper. Section two, analysis of automobile trade inside and outside circumstance by PEST theory. Analysis entering threat, replacing threat, dealer bargaining ability, supplier bargaining ability and competitor by Port analysis model. Founding differentiation with competitor by competitive matrix. Section three, analysis inside circumstance of Chang An Ford. Finding advantage inside of company by analysis of value chain and human resource. Section four, Constituting service differentiation strategy by SWOT matrix analysis, comparing with competitor and uniting company future . Section five, bringing strategy of parts supply, service quality, customer satisfaction, brand. Introducing key factor of implement and strong enterprise culture and improve quality of personnel。...