Study On The Improvement Strategy Of After Sale Service Quality In FAW Mazda

China's auto market has achieved rapid development in recent years,which makes production volume world first for seven consecutive years.Ownership of cars is huge and the cars are new,this has brought enormous vitality,vigor and profit margins.The whole scale of China's auto aftermarket has reached 800 billion CNY at the end of 2015.National regulatory authorities,auto makers and practitioners of related forms pay more and more attention to the rapid growth of China's auto aftermarket.Except from the traditional brand 4s shops and social repair shop business,more and more chain maintenance and O2 O internet service also come to break auto aftermarket cake,this is making brand 4s shop's market share gradually eroded.Good after-sales service can bring customers good service experience,can stable customer base plate,can provide continuing source of profits for 4S shops and can help stable 4S shop network.Good words of old customers can accumulate a lot of brand introduction,repurchase and additional opportunities,which can promote the new car sales.At present,the customer ownership of FAW Mazda has hit million.After analyzing auto after-sales service development status and existing problem of FAW Mazda after-sales service,this paper raised strategy of improving after-sales service of FAW Mazda and put forward improving schemes,by using literature research,investigation,qualitative analysis and quantitative research methods.The whole paper is divided into four parts: the first part,draw optimistic judgment of China's auto after-sales service market by analyzing the status and development trend ofChina's auto market,the mature auto aftermarket at home and abroad,in order to draw clear the research background,significance,content,methods and related theories of this paper.The second part,introduce the present after-sales service system of FAW Mazda,to identify the existing problems in after-sales service.The third part,analyze the core factor of FAW Mazda after-sales service quality combined with the service quality gap model.The fourth part,improve specific strategies and paths from four aspects: managers cognitive,standards of service quality,service delivery and marketing communication to make promotion strategy FAW Mazda after-sales service clear.