Improvement Research Of Service Marketing Strategy Of Automobile Extended Warranty In L Company

According to automobile extended warranty service development history, auto extended warranty service, due to providing consumers with more than manufacturer warranty with the warranty range of maintenance services, is widely favored by consumers. Especially in some western countries and regions, there are decades of history, consumers accept the rate of car extended warranties for more than sixty percent. The automobile extended warranty has become a large part of automotive finance insurance, which gets a high permeability that is just lower than the credit business permeability.In our country, automobile extended warranty service is get more and more attention of consumers. At present, there are 137 million cars in our country market, it will get 200 million at the year 2020 at the current level of growth, if the extended warranty permeability reached 20%, the output value will reach 120 billion yuan, the benefits brought by the dealers around will exceed 30 billion yuan at the same time. Therefore, automobile extended warranty service in China, whose development potential is huge, can bring the dealer and the entire automotive industry huge profits space, and will vigorously promote healthy and stable development of the automobile industry.As a third party of the birth of the automobile extended warranty company, it means that China’s auto extended warranty market begin to develop in the direction of specialization. Current research on marketing strategy of the third party company is relatively rare, for the enterprise in the new industry, how to quickly stand out and get a foothold in the industry, the key is to develop effective marketing strategy.In this paper, as L-company to be the research object, we use PEST Analysis to determine L-company should implement differentiation strategy on development of service marketing in general according to the analysis of internal and external service strategy environment. Mainly displays in:L company should fully consider the win-win cooperation with car dealers, fully research the state in the development of automobile extended warranty and service aspects of preferential policies, take extended warranty service marketing strategy purposeful, make efforts to build service brand and expand the market share. At the same time, it should strengthen the customer’s extensive contacts and communication with cars, build customer information database, launch a series of special automobile extended warranty and service marketing concept and measures, for promoting the healthy and stable development in the industry having a certain enlightenment and reference.