Research On Changchun Marketing Strategy For Jilin Birmingham Auto Service Co.Ltd

The rapid growth of domestic automobile production,sales and ownership has driven the vigorous development of the automobile service industry,and has also intensified the competition in the industry,bringing opportunities to automobile service companies as well as greater challenges.Birmingham Company is a local Changchun city enterprise that focuses on car cleaning,repair,beauty and other ancillary services.Through its good service attitude and excellent service quality,it has won the unanimous recognition of consumers;The turnover of this business has been slow to grow,and it is gradually showing a loss.The various problems displayed by Birmingham’s marketing need to be solved urgently.This article combs the marketing status of Birmingham,and finds that Birmingham has problems in marketing with low brand awareness,unclear market positioning,low customer conversion rate,and low consumer satisfaction.Then analyze the company’s marketing environment to identify the influential factors in marketing.From the perspective of the macro environment,although economic growth has slowed and domestic passenger car purchases have declined,residents ’consumption levels have improved significantly,and national policy support and related technologies have also continued to mature,which has contributed to the development of Birmingham;from the micro In terms of environment,suppliers have sufficient confidence in the company’s development,consumers’ purchase frequency and customer stickiness are also strong,but the company’s internal organizational structure is not scientific enough,and the competitiveness of substitutes is also relatively large.Next,this article conducts a SWOT analysis to determine the company’s competitive strategy and decides that it should make full use of its advantages to seize external opportunities and allow the company to develop rapidly.In order to develop a more targeted marketing strategy,according to the STP theory,Birmingham’s target market should choose the professional demand market,the second target market is the brand demand market,and at the same time target consumers between the ages of 36-55,and Create the corporate image of high-quality products,high-quality services and auto repair experts.In order to solve Birmingham’s marketing problems,in product strategy,it is necessary to start from the perspective of establishing differentiated distinctive services and increasing service added value;in price strategy,it needs to start from the perspective of product portfolio pricing and membership card discounts;channels From the perspective of customer channel strategy and supplier channel strategy;from the perspective of promotion strategy,from the traditional promotion strategy and online promotion strategy;from the perspective of personnel strategy,from strengthening the professional requirements of personnel and fundamentally improving services Starting from two perspectives of awareness;process strategy,we must control the execution process of service consultants;on the tangible display strategy,we need to increase the consumer education area and actively promote the optimization and improvement of service-related facilities.In order to effectively implement the service marketing mix strategy,Birmingham should provide corresponding five-point implementation guarantees of personnel guarantee,capital guarantee,material guarantee,cultural guarantee and system guarantee.