F Car Company "free Extension Warranty" Strategy Application Research

At present,more and more companies are paying attention to the role of warranty.Many companies think warranty as a new type of marketing tool.The warranty competition is increasing,especially for extended warranty including long-term warranty.In recent years,the auto companies including Dongfeng-Fengxing,Geely,BYD,Great Wall,FAW-Volkswagen,Changan,DongfengYueda-Kia,and Beijing-Hyundai have announced that they extended the warranty periods for some vehicles or important parts for free.At the same time,foreign researchers and enterprise have begun to pay attention to the value of extended warranty.However,at present,there are few studies on free extended warranty in domestic.This article is devoted to the study of market strategies for free extended warranty.This article includes seven parts.Based on the current internal and external environment of F company,especially the different consumption scenarios brought by driverless driving and shared economy,The problem I am trying to solve in this paper is customer satisfaction,sales,and other issues in F company.Ipropose a free extended market strategy using analyzing the problem.The first partsshow the research background,research ideas and innovation points of this paper.The second part has combed the research results of domestic and foreign scholars on warranty and extended warranty.The third part introduces the basic knowledge,management and problems of F Company.The fourth part uses PEST to analyze the external and industry environment,the current opportunities and threats.Use the SWOT analysis method and combin the company’s current cost leadership strategy to analyze the problems in the management of F company,and make feasible strategy solutions-Free extended market strategy.The fifth part comprehensively analyzes the competitor’s warranty strategy,and focuses on analyzing the case of benchmarking companies,free extended warranty.Based on the warranty cost model,the F company evaluates the application of the free extended insurance market strategy,and puts forward suggestions for improvement.The last part is the conclusion and prospect,pointing out the main purpose of this paper and the outlook for the future.The main innovation of this paper is to use the warranty cost model to analyze free extended warranty market strategy of F company.At present,domestic companies and managements have applied free extended marketing strategy,but there are few theoretical studies on free extended warranty.With the new marketing strategy of free extended warranty,which is becoming more and more popular,it is very important to evaluate the effectiveness of the free extended warranty strategy and theoretical research.This article starts from the actual case and combines driverless driving and shared economy.The consumption scenario proposes and analyzes the market strategy for free extended warranty,enabling F Company to gain competitive advantage in the future.