Study On The Promotion Of FAW-VW VW Brand After Sales Service Profitability

There has been great development in auto industry recent years. The domesticpassenger car sales reached17million in2013and FAW-VW reached1.5million-1.1million VW brand and0.4million Audi brand, ranking second. With the issue of“Antimonopoly law” and license plates limitation in core cities, all OEMs havefierce competition. Mature market experience in European and American showsthat sales will be stable, existing customers re-purchaseand used car sales willincrease. After sales service will be in prominent position. In order to gain anadvantage position in the future market, all the mainstream OEMs has furtherexpanded business in the field of after sales service and expect to maintainsustainable sales development through the extension of after sales retain customers.At present, sales volume of FAW-VW VW brand have breakthrough millions,and car park havefive million, in2020will exceed ten million.It has become a veryconcerned topic for FAW-VW VW brand to explore how to retain customers, howto increase the profitability of its after sales service and how to access futureopportunities for retain customers to buy cars.Through the benchmarking analysis of after sales service, for improving theprofitability of after sales service, we need to reflect and improve from thefollowing three perspectives:From the perspective of customers, it is necessary to consider the needs ofcustomers from a broader perspective, because the customers’ requirements are allthe concern profit in after sales service competition market. Customers have seriesneeds during lifelong use of car, and these needs corresponded with the OEMsservice products. It is the starting point for OEMs to explore customers’ needs fromthe perspective of customers’ full life cycle. However, at present, FAW-VW VWbrand is only divided into sales and after sales for customers’ needs management. Inthe customers’ needs management of after sales service, there has been morefocuses on the management of service satisfaction. We need to treat CRMmanagement of after sales service from broader perspective.From the perspective of OEMs, with the understanding of customer needs,how to transform the needs to service products and how to manage each customer’s contact moments is the next important subject. FAW-VW VW brand has establishedbasic management in the field of after sales service in the past few years and theyhave also introduced core service process of regular service, rescue process ofemergency service. But it is still far from perfect in the aspect of organizationstructuring and business standard of derivative services such as broader customerregular orderly maintain station management, spray paint business management,retail management of distributors’ real repair parts and extended warranties. Thereis need to perfect organizations and business practices as basis, solidify customercontact management system and deliver them to the dealers through the CRMmanagement system.From the perspectives of dealers, FAW-VW VW brand service profitabilityfinally implement for the dealers sales and service. In recent years, the channelwhich is the dealer’s negotiation skills has become increasingly powerful, whichmakes FAW-VW VW brand need to be clearer about their own management logic.How to make OEMs service products become sales and profit is another key pointin this research. The final implementation of service products needs guide andmonitor on staffing, personnel sales ability and business process.Therefore, as for a more stable sale is coming, from the perspective of industrycompetition deep analysis and decomposition of FAW-VW VW brand after salesservice profitability is needed. It is also necessary to make sufficient profit outlookfor future channel competition in order to improve the system’s capabilities as achannel leader. This paper will be integrated with industry benchmarking standard,consumer research and other research methods, combining with the latest theory ofauto service marketing and put forward systemic suggestion for the profitability ofFAW-VW VW brand after sales service, as one of the leaders of automobile market.