The Marketing Strategy Design For M Automobile Company Of Extended Warranty Programme

Automotive extended warranty, is a kind of auto after-sales service that canguarantee the cost of quality failure caused by the product itself a certain range.Thevehicle joined extended warranties, can continue to enjoy the service after theexpiration of the original factory. Extended warranty service is an extension of originalvehicle warranty service, to solve customer brand vehicle maintenance cost after thewarranty expires.The appearance of auto extended warranty service is not an accident, it has acertain historical background conditions. First, the fierce competition makes theautomobile industry gradually shifted their fouce from price to quality and after-salesservice; Second, attention about after-sales service from consumers, makes the carcompanies refined after-sales service work in detail; Third, Previous sales promotioncan not attract consumer’s attention.Automobile manufacturers and dealers need toupdate the way to attract the attention of consumers. Auto extended warranty is insuch a situation arises at the historic moment.It means a lot for the customers and dealers to carry out the car extendedwarranty. For the customer,the extended warranty service can bring a big save in thecost, the performance of the car can also be more at ease, the coinsurance can bringinfinite convenience for the customer service, with extended warranty service vehiclescan also have a higher value in hands,. For the dealers, the implementation ofextended warranty is essential to achieve its policy goals. First, it helps maintain thecustomers beyond the warranty period return to the store, reducing customer churnrate; Second, the extended warranty as a service product, can change the waycustomer consuming after confirmed consumption, promoting customer return to thefactory, drive the service value of ascension; What’s more, increase the extendedwarranty service of the project, to make customers buy cars, ease transport, couldimprove customer satisfaction effectively; Extended warranty products can show amanufacturer of automobile quality and performance of self-confidence, makeconsumers also enhance recognition of their brand quality, improve the image of thebrand in the consumers’ mind, promote the sale of cars, and so on.In a word,extended warranty services for dealers also has a lot of appeal.According to different standards, automobile extended warranty and service can be divided into different categories. First of all, according to whether charge to thecustomers, the service can be divided into paid extended warranty and extendedwarranty free of charge. Second, depending on the extended warranty servicedevelopers,it is divided into two categories: the first is the product manufacturer toprotect the legitimate rights and interests of consumers developed by the extendedwarranty service, the other is by the extended warranty professional institutionscooperate with auto retailer car extended warranty service of a third party.In this paper,Irefer to a large number of relevant literatures, on the basis of staffinterviews, data collection, data analysis, I elaborated the concept of car extendedwarranty,the development of domestic industry in detail. In addition, the M’s extendedwarranty project are analyzed in detail in the current market environment, and makethe target market selection, positioning, segmentation. Using the work breakdownstructure decompose the scope of extended warranty proceed of the project step bystep. Then complish the study one by one until the end.Combined with the analysis ofthe end, the corresponding marketing strategy, mainly from the marketing channels,promotions, choice of target customers, etc, can be put forward, from the aspects ofpersonnel set, sales management, skill requirement of marketing strategy.In this article, the related extended warranty industry researchers and scholarscan fully understand the building process of automobile extended warranty service. Itcan provide reference for further car extended warranty services researcher and forrelevant enterprises to develop automobile extended warranty and service. Theauthor believes that, as long as the later service can be guaranteed, there must be afast growth, in creating more jobs, which would benefit the nation further.