Research On Auto Film Product Customer Value And Marketing Improvement Strategy Of Automotive After Market

Nowadays,more and more attention of social and development of technology have been paid to the background of green and environmental protection,rational utilization of solar energy has become an important subject of energy conservation and environmental protection.One important application of rational utilization of solar energy is apply the auto film on car window,and today,auto film is the representative product to reduce automobile energy consumption,improve driving environment and enhance driving safety,and gradually accept by many car owner.According to the statistics data from CPCA(China Passage Cars Association),China new passage cars(including car,SUV and MPV)sales number is 23230 k in 2016.If the average amount of auto film is 4.5 square meters per car,the total demand will exceed 100 million square meters per year.The auto film market contains tremendous opportunities by the huge demand.But the competition is become deteriorating as more and more auto film brands flood the market.Auto film product is a resource that hard to be substitution by different kind and easy to replace by similar resource.So the major problem is including serious homogenization between products,the marketing tactics and means of each brand also copy each other and few marketing scheme that caters to the individual demand of consumers.In order to win the competition in the future,provide adding value to customer is undoubtedly an important means to enhance the competitive advantage,that is,ensure that the products and services provide higher customer value than competitors based on the full understanding of customer value and make targeted efforts.This paper will study on M company and focus on three typical regions with comparative value.First outlined the trend of sales of auto film and analyze the characteristics of regional customers,than refining the general trend of sales volume and customer preferences in different region.Second,find out the key indicators that affect customer value(according the classic definition of customer value that put forward by Woodrull)and measure the customer value of M company by using Gunman’s Means-End chain theory.Third,based on the result of pre analyze,this paper puts forward some marking suggestion on improving the specific index of customer value,and study the feasibility combined with the present situation of M company.Finally,raised the risk point and system rules design to ensure the realization of these marketing improvement opinions.The paper grasp and track the customers ‘specific link process of products attributes,consequence of consuming and personal values,and understand the key message of customer value convey from the process by study the customer value of car care market of typical region.On this basis,provide the suggestion to M company that will help to improving marketing strategy for current product lines and provided guidance at new product development.