The Research On The Service Marketing Strategy Of Teda Auto Repair Factory

Since entering the new century,China's auto industry has made great progress,in the form of increasing demand for the car,the car market dynamic burst,Nowadays,it's a huge development potential that the market of auto after-sales service has because of the growth of civil cars faster and faster especially.It's the auto after-sales service that spare parts production,spare parts production sales and repair services compose,its feature strong professional,high labor intensity,personnel fluidity big and so on.Most of the enterprises focus on how to retain talent,to improve the skill,and to enhance the quality of service,while they pay a little attention to the marketing strategy result in behindhand marketing concept and the marketing strategy shortage,which are the direct restriction to the enterprises development..In this paper,the automobile marketing strategy is analyzed and studied so as to find a way to make the marketing and have its own marketing strategy from the point of service and marketing.Firstly,it's overview that the background and significance of vehicle maintenance industry in this paper,the related theory reviewed.Secondly,it's analysis to find the problems according to the current status and service marketing in TEDA vehicle repair plant,which is existing in the automobile service marketing at present.Afterwards,it's analyses that the macro-environment of TEDA vehicle repair plant by PEST theory,the environment of competition about garage with using Potter's five strength models,the garage's advantages and disadvantages and opportunities and challenges by SWOT theory so that making the garage's target market with using STP theory.At last,TEDA vehicle repair plant's service and marketing is made from seven aspects with using service and marketing theory,and it's made that the garage's service and marketing from three aspects,which contain building service brand,strengthening the customer relationship management,and establishing training mechanism.It is hoped that the research can give a positive reference to the research object and other similar enterprises.