Research On Competitive Power Of After Service For Audi

After China entered the WTO,more and more multinational automobile enterprises have joined the market of mainland. Different kinds and brands of cars have been introduced into China, and this makes the market competition become more drastic. With the customer's maturity, the estimation standards of automobile have changed from perceptual knowledge to rational cognition. At first, customers cared more about price, pattern and performance. However, now they think more about cost performance and after service.The dissertation deeply investigates the historical literature firstly. Secondly, it analyzes the essence and characteristic of service, and then summarizes the market status of automobile after service. Thirdly, it discusses the relation of brand competition and after service. Finally, this dissertation estimates the satisfaction model's strength and weakness, and then puts forward the after service model of automobile brand. Based on this model, it uses qualitative and quantitative methods to analyze the after service of Audi. This analysis has two levels: customer's holds and manage pay off. Customer's holds is studied by satisfaction model and manage pay off is studied by quantitative data and price index. After finished these two levels'research, it is easy to find the problems of Audi's after service, and then see weakness compared with competitive brands. After finding problems, the dissertation tries to find ways to solve them. The purpose of this dissertation is to improve the after service competition.