Research On The Marketing Strategy Of A Company's Automobile Extended Warranty Service

With the advent of the era of sharing economy,people consumption and service habits have changed,and the expansion of the automobile market also means that the demand for automobile-related services has increased.As a new service,automobile extension service is not only facing development opportunities,but also facing great challenges.In order to continuously improve the competitiveness of extended insurance service,automobile companies need to designate scientific marketing strategy.This thesis adopts the literature method,the investigation method,the case method,chooses the A company automobile extended insurance service business as the research object,on the basis of the service marketing theory,the service marketing combination strategy,the PEST analysis,from the product,the price,the channel,On the basis of analyzing the marketing environment of A company automobile extended insurance business,this paper expounds the general situation and problems of A company automobile extended insurance service in the aspects of promotion,personnel,physical display,process,and so on.In this paper,the market segmentation and target market determination of A company automobile extended insurance service are carried out.By using the theory of WBS work decomposition structure,the process optimization design is carried out for the extended insurance object,the extension parts and the extension period of A company automobile extended insurance service.And from the product,price,channel,promotion aspects of the construction of marketing strategies,and finally put forward the implementation of safeguard measures.At present,the business of A auto company mainly relies on the dealer channel,but from the current situation and effect of service marketing,the single service marketing channel limits the development of its automobile extended insurance service.Through the research,it is found that the automobile extended insurance service of Company A is mainly faced with the problems of risk of extended insurance products,high pricing of extended insurance,lack of experience in channel development,large mobility of service personnel,and irregular service process.These problems have seriously hindered consumers recognition of extended car insurance services.Therefore,enterprises should deeply study the theory of automobile extended insurance service,combine the internal and external environment of the extended insurance service market,do a good job in the integration and mining of vehicle data,set prices scientifically,and continuously improve the quality and efficiency of product and service.Comprehensive promotion of the company automotive extended insurance service competitiveness and advantages.