Research On Service Marketing Strategy Of Join Automobile Service Co.,Ltd.

Over the past decade,China’s automobile industry has developed rapidly,and China’s car ownership has continued to grow.This has brought about the rapid development of automobile maintenance services,and prompted the vast number of automobile consumers to put forward higher requirements for automobile service.Under the new situation,facing the opportunities and challenges,automobile maintenance enterprises should take the initiative to change,enhance the ability of service marketing,provide high-quality automobile services for consumers,and then adapt to the changes brought by the market environment.Firstly,the background,purpose,significance and research methods of this research are discussed.Next,it introduces service marketing theory,7P marketing theory,STP marketing theory and after-car marketing.Secondly,taking JoinAutomobile Service Co.,Ltd.as the research object,combining the actual situation from the theoretical point of view,using the methods of literature research,field investigation and expert interview,this paper clarifies the marketing status and existing problems of JoinAutomobile Service Co.,Ltd.as follows: too few service products and no service price.Perfect,imperfect promotion system,unstable customer channels,weak service awareness,complex service process,no upgrading of service environment,etc.With the help of Porter’s Five Forces Analysis Model,the macro and micro environment faced by enterprises is analyzed,which provides a favorable basis for the formulation of service marketing strategy.The causes of the problems are analyzed from five factors: product,cost,personnel,process and environment.On this basis,the 7P marketing theory is used to formulate corresponding service product strategy,service pricing strategy,service promotion strategy,service channel strategy,service personnel strategy,service process strategy and service environment strategy.In order to effectively implement the research strategy,safeguard measures include: building an excellent service marketing team,improving the professional ability of service consultants,implementing customer relationship management measures,improving rules and regulations,accelerating the practice of corporate culture,and improving staff incentive system.Through this study,it will play a positive role in promoting the improvement of service marketing of JoinAutomobile Service Co.,Ltd.At the same time,the conclusion of the study has a certain reference and reference significance for the marketing management of automobile maintenance enterprises.