Study On The Strategy Of FAW-volkswagen After Sales Branding

All of the auto enterprises compete fiercely with the “blowout” in the field of motor industry. Function and character are almost the same to ripe auto products, quality differences become smaller and smaller, and the war of price exhausts auto enterprises. So if the auto enterprise wants to win the market competition, the difference of after-sale service will be the most important factor. The market competition of after-sale service not only relies on the affection of auto brands, but also needs satisfied service and enough spares provisioning. Good spare business of after-sale service relates to the satisfaction of after-sale service, the integrality of products quality and credit, and the brand loyalty of customers.A great quantity kinds of auto spares of after-sale service, the complex relationship of replacement and the different age of cars lead to a big challenge which is about the management of auto spares of after-sale service, and difficult to both auto enterprise and supplier. According to the investigation of Aberdeen group, which is about auto spares market in developed countries, the first satisfaction rate of customers is 82%,and the final on-time delivery rate of spare is 89%.The investigation shows that there are twice discontent in ten spare business, and there is one business which cannot deliver on-time in ten spare business. Such service will decrease the satisfaction rate of customers, and affect the economic benefits directly. Customers choosing cars means they trust the auto brands, so the primary test after sailing is the standard of after-sale service. To dealers, every time the customer arrival to the service station is not only a business chance, but also is a checkout of its service standard and spares provisioning. If dealers cannot repair cars in time because of the lack of spares, it will debase the dealers’ service image and the brand loyalty of customers. Some researches show that almost 70% customers will choose other auto brands when they change their cars, the primary reason is the discontent of original car brands service. So the after-sale spares provisioning will become a chief and arduous task.At the same time, minor things overhaul and excessive maintenance problems frequently appear in 4S shops recent years, which make great influence on auto brand reputation, so that customers have more reasons that they don’t want to return to 4S shops for car maintenance. Finally we lost our after-sale market. Chain maintenance stores in society and double-quick repair shops come out one by one, which corrodes after-sale markets of famous auto enterprises. In the past decade, it is ourselves that trained so much strong competitors, and it is our narrow vision and experienced monopoly that lead to the grim situations today.Auto enterprises are in trouble, and every auto enterprise will have big evolutions for after-sale market in three years. According to the present system of FAW Volkswagen, our direction of future development is that we should try our best to guarantee the 4S after sales service, meanwhile let more and more customers use FAW Volkswagen after-sale products anywhere in the market. Branding our after-sale service, redefining “selling spares to 4S shops or selling spares to customers” in present stages of logistics, businesses, suppliers and dealers, building ways inside ways and outside ways, relocating ourselves and re-understanding market as a market exploiter, we will devote to the market competition with more competitive products and service.