| With the continuous and rapid development of China’s economy as well as the successive and increase in people’s income and their living standar, the holdings of the motor vehicles have increased fast. China has become the world’s second car ownership since 2013.The increase demand of Automotive consumer has not only driven the growth of vehicle production, but also promote the large-scale development of automobile aftermarket. Auto repair, as one part of the car aftermarket play as the key role in the automobile manufacturing and sales industry.Taizhou, a developing city in Zhejiang province, is one of largest auto parts market in China. In addition, Taizhou is the birthplace of Geely Automobile.By the end of 2013, Car ownership in Taizhou exceeded 90,0000, and the average daily growth of 352.8 vehicles, Under this circumstance, auto repair in Taizhou is continuing to expand. So far, Taizhou has 136 4S shops and other kinds shops totaling more than 2400 in Taizhou. Many reasons, such as lower barriers to entry in the market, national regulations and policies related to the lag of industry management, the industry leader in the absence, have result in the current situation that the domestic auto repair and services industry is still competitive in a chaotic and disorder area.In Taizhou city roadside repair shop can be seen everywhere, these small and medium-sized maintenance enterprises harm clients’ interests, cause its disorder arrangement, poor quality and low technical lever. Otherwise, the contradiction is still in existence, between the increasing demand of maintenance and service ability. Technology and equipment is poor in most maintenance companies, also repair personnel.Such extensive marketing model has not keep up with the current demand, we need to find a suitable marketing channels.In this paper, firstly, we study and review the theoretical research on the chain operation mode of automobile maintenance enterprises. Secondly, according to the satuation of home and aboard domestic, Taizhou,then we make analysis and comparison of the current car repair service industry in Taizhou. Finaly, we collect information of automobile maintenance company by interviewing Association of auto repair service.One the basis of those infrmation, the article fully analyzed the internal and ex-ternal competitiveness factor of DC Auto Service Company in Taizhou with SWOT, then using the market positioning analysis tool to confirm the target customer group. According to the common needs of the target customer group, put forward the "quick repair chain station" mode of business strategy.At the end of this paper, it contains the concrete implementation suggestion for the small and medium-sized enterprises in Taizhou City(for example DC). Five aspects as follow:the chain operation form choice, the chain management organization structure, the chain operation network location, the chain operation and distribution center, the chain operation human resources management. |
