Analyze About Audi Service Management System

In the last years, the automobile industry and market developed with a very high speed,especially the premium vehicle market, in which the sales volume continued a breaking forseveral years. The competition between the major brands becomes more and more intense.The form of competition in the market has also changed from the initial product competition,the price war, to marketing. Now, after sales developed into an important part of thecompetition of automobile brands. Currently, the major automobile manufacturers haveincreased the investment in service and try to build and improve their own after sales system,in a bid to attract users with the best service, increase the sales volume, thereby ensuringitself can keep the invincible position in the fast-growing automobile market.Audi brand is the leader of the premium vehicle market in China. Audi has already kept theCustomer Satisfaction Index No.1in the premium segment for several years. Itscomprehensive After Sales System has guiding significance for the Chinese market.The Audi Sales Division was established in2006. At that time, the author has begun to workfor the Audi brand customer service department, and experienced the whole building processof the Audi brand experienced service system from scratch. Although the Audi brand hasestablished a very sophisticated global standard, processes and norms, China Audi did notcopy those standards, processes and norms directly. Each Module of the Audi After SalesSystem has experienced a localization process. On one hand, China has always kept thegeneral direction of the global system of Audi and learned a lot from the experiences aboutthe implementation in other countries. On the other hand, Audi did much detail analysis andin-depth research about the specific national conditions in China and characteristics of themarket, so that the implementation of the localization after sales system can really meet theneeds of the Chinese market. This “reference but not copy”,“national conditions&Chineseuser demand”-oriented approach, is the main reason, why the Audi brand has always beenahead of the competitor, why Audi can successfully establish the aftersales managementsystem and keep the customer satisfaction No.1position in the premium market. This article will analyze the challenges for the Audi brand After Sales Management Systemunder the background of the specific national conditions and characteristics of the market inChina, and make detailed analyze and in-depth research about the Audi brand After SalesManagement System from the following three aspects, namely the improvement of ServiceAdministration Management, the improvement of the qualification level of service staffs theAudi dealers, as well as the optimization of original spare parts business. On the basic of theblue print of Audi brand, the author tries to summarized an automobile after salesmanagement system, which meets the situation in China, and find out a road of Service withhigh profitability, which meets the national conditions in china and the Chinese customer’sneeds.