| Auto cars, the greatest invention in this industrial time, never have such deep impact to Chinese society development and people’s life on convenience, efficiency and activity space. According to the national bureau of statistics released(2014 statistics bulletin of the national economy and social development), there are 154.47 million civil cars at the end of year 2014. Occupy 15% of the total cars in the whole world, ranking second after the United States. According to the China automotive industry association, China’s auto productions and sales are 23.72 million and 23.49 million respectively in year 2014, year-on-year growth of 7.3% and 6.9%,ranking top consistently in past six years.Comparing to Chinese great development and increase in auto production and sales market, auto after-sales market is becoming seriously asymmetric. Compared with the developed countries, China’s auto after-sales service market is just beginning. Maintenance as the core of China’s auto after-sales service market appears three consumption features: the first one is higher consumption level, the second one the mandatory, the third is repeated consumption; Consumer demand for maintenance has three factors: one is the brand trust, the second is the supplier of professional degrees and the last is cost effective.At present, China’s auto after-sales market mainly occupied by 4S stores which from various well-known auto brands. 4S store usually possess good reputation auto brands, high precision equipment and instruments. With the supporting of manufacturers’ spare parts and technology, as well as good service and comfortable environment, it has becoming strong competitive advantage on after-sales. In recent years, With the decline of the 4S store’s sales profits, 4S stores in order to overall profitability, will increase the profit margins of the after-sales service, there by leading to the gradual increase in customer churn. Combined with the private cars increase, it is sensitive to the price of the maintenance, so it is more contributed to the 4S store customer turnover. However, small repair shop can’t guarantee the quality and service, car owner’s life and property safety; customer does not want to go to a small repair shop to repair and maintenance. So, it is provide market space for the car repair factory that can provide quality service and excellent quality of the parts, and both small repair factory price cheap and reasonably price.C garage belongs to all-around garage, and based on sort of the comprehensive service status of it, the main problems have been exposed: disorganized enterprise management, inadequate service, backward bossiness philosophy and management, no assurance for the maintenance techniques and quality. In combination with the characteristics of industry development and the overall market, we carried on the SWOT analysis to C garage, and put forward the after-sale service strategies about seizing opportunities and to become stronger, which positioning " comprehensive service of high-quality brand and specific service is universal to all cars". And it is refined into the analysis of after-sales service strategy, marketing strategy and management strategy, which providing a theoretical guidance and strategy stanchion for the development and upgrade of C garage.The article is divided into six parts. The first chapter is the introduction part, introduces the background and purpose of research, and research ideas and the framework of the paper; the second chapter analyzes the current situation of domestic and foreign automobile after sale service, put forward the development trend of automobile after sale service in China; the third chapter from the three angles of customer satisfaction, service quality, existing problems the thorough analysis, elaborated the current automobile after sale service market pattern and comprehensive auto repair market opportunities; the fourth chapter analyzes the present situation of C service comprehensive auto repair factory, and points out the deficiencies and enhance the space; the fifth chapter from the four aspects of market positioning, service, marketing, management and puts forward repair factory expansion the market, the development strategy of C automobile; the sixth chapter is the conclusion and deficiency, summarizes the analysis of the results, and the lack of the article analyzed by author’s ability and time constraints caused by the described. |
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