Research On After-sales Service Marketing Strategy Of J Group Automobile Company

With the increase of domestic car ownership year by year,the competition of after-sales service market in domestic automobile industry is becoming more and more fierce,the after-sales service market of 4S automobile stores operated by various dealer groups is being replaced by small-scale automobile repair and maintenance stores and decoration and beauty shops.At the same time,with the improvement of logistics network and online shopping system in recent year,the new mode of self-purchasing vehicle parts and self-searching repair shop is also more and more popular with young car owners.In this way,the new way of purchasing after-sales service by online purchasing and off-line maintenance also enters into the cake of the after-sales service market of catering.Therefore,the competition of after-sales service between 4S stores and between 4S stores and small service stores is becoming more and more intense.The competition between 4S stores in after-sales service and between 4S stores and micro-service stores in after-sales service is becoming more and more fierce.How can automobile dealers remain invincible and develop continuously in the fierce competition of after-sales service market,The company must establish its own competitive advantage in after-sales service.The research on after-sales service marketing has become particularly important.Combining theory with practice,this paper makes a detailed analysis of the marketing of after-sales service of J group automobile company at the present stage.Firstly,this paper introduces the status of the research on the development of automotive after-sales service at home and abroad.Secondly,the status of after-sales service marketing of J group automobile company is analyzed.Thirdly,this paper USES PEST analysis and porter's five forces model to analyze the problems and causes of after-sales service marketing of the company from many aspects,through the combination of questionnaire and theory,this paper studies the operation of after-sales service marketing of J group automobile company.Finally,according to the 7P marketing theory,the after-sales service marketing strategy is put forward in terms of product,price,channel,service,display,process and personnel.It is of theoretical and practical significance to the after-sales service marketing of J group automobile company.