Research On Improving After Service System Of Auto 4S Store

Research on Improving After Service System of Auto 4S StoreThe production and sales of domestic motor vehicle were 13,791,000 and 13,644,800 respectively in 2009. It is the first time that China became the superpower of automobile production and sales in the world. China has become the world's largest car market; moreover, this market is growing increasingly. It is expected that 17 million car sales every year in China in the next 10-15 years, and vehicle inventory will exceed 100 million. Car is a kind of high consumable, the repair, maintenance and other needs during using will increase consumption cost. Car service as high value-added products of vehicles has got great attention of domestic manufacturers. After 10 years of practice, almost all automobile manufacturers have adopted this marketing model of brand stores, and 4S shops are especially the most popular. A car 4S store is a one which supplies vehicle sales (Sale), service (Service), spare parts supply (Spare part), feedback (Survey) at the same time. It has the appearance of a unified image, identity, and management standards. Most of the 4S stores focus on selling, while paying less attention to the management of after-sales service. In January 2010, the outbreak of Toyota's recalls worldwide has fully exposed the problems of the poor feedback and service management. The China automobile industry must get alarm (be wake up) from the Toyota recalling product issue. During the consumption and demand of the car rapid growth period, it is really important to strengthen the study of the car after-sales service management, which is significant for the 4S store and car manufacture win-win strategy.Car after service is a general service, integrated and specific. The sales and competitive conditions of a particular brand of car depend on the service of 4S store to some extent. It is urgent for 4S stores to formulate and implement their own special service management strategies. The 4S store should keep the service as the basic of the connection between shop and customers. Build up a consummate after-sales service management system and carry it out effectively to improve the competitiveness of 4S store. The 4S store should refine the service process, customer care and the internal training to improve the management system and the service, the satisfaction and the customer loyalty, to set up the competitive advantage. Based on the strategic management theory, the main innovation of this paper is to propose the improving of 4S store service management system. Through data collection and analysis, the paper discusses the problems, causes and improvement measures of 4S store service management, to provide complement and advices for the development of Chinese automobile 4S store. This paper will supply reference for 4S stores to carry out better after service which is useful to enhance their competition theoretically and practically.This paper is divided into six chapters, the specific content of each chapter are as follows:ChapterⅠintroduced the background and significance of the study, the research ideas and research methods of the paper.ChapterⅡ, based on the vertical boundary enterprise theory, pointed out the necessity of the generation car 4S stores. We discussed the development and current situation of foreign and Chinese 4S stores. The car after-sales service market started late in China, although we have advantage in hardware, there are many shortcomings on after-sales service, especially in human services. And also, there is inadequate service measures, the core program execution is not in place, feedback is weakened, employees is not high quality, technology and management can not fully meet the market demands.ChapterⅢstudied the present situation of 4S store industry through Strategic Management Theory. We analyzed the threat of existing competitors, potential competitors, the substitutes, and the bargaining power of suppliers and customers to 4S stores by Porter Five Forces Model. Through the SWOT to analyze the advantages and disadvantages, opportunities and threats of the 4S store industry, we found that the 4S stores'monopolistic advantage has been getting smaller and smaller, they have to carry out the service management strategies to increase market share and improve profitability. ChapterⅣis the main part of the article. We introduced the 4S store'status of operation and service, and analyzed the management indicators, service standards and compliance rates of its service department, and pointed out the problems. Give advice in information feedback, customer turnover, service flow to improve customer satisfaction rate. Build up a training system perfect in way, in program and the identification and so on.Based on the research of 4S store case, ChapterⅤ, tests the conclusion.4S store operates according to the service processes, improved a lot compared with the same time last year in after service and business.Summarized the main opinions and concluded in the end.