Study On The Strategy Of Service Quality Improvement Of Andebao Automobile 4S Store

With the increase of the overall consumption level in China,the demand of automobile consumers has also been upgraded strongly.Personalization,fashion,circle and quality have gradually become a new trend,triggering the sales of medium and high-end cars to rise.At the same time,due to the continuous upgrading of automobile manufacturing technology,the differences in technical content and product quality of cars with the same price level are becoming smaller and smaller.Especially for high-end cars,consumers pay more attention to the additional business which derived from auto products and the improvement of overall service quality while focusing on the quality of auto products.On the basis of theoretical analysis,this paper takes typical cases as the research object,and takes the overall service quality of automobile service enterprises as the research theme.The research conclusions can provide useful reference for related research and related enterprises.Firstly,this paper defines the basic categories of service quality,customer relationship management and marketing strategy,respectively explains the connotation and mechanism of these theories,and makes a literature review around the relevant theoretical categories.On this basis to study of Andebao 4s store,using of exploratory research approaches such as interview analysis and field survey,through the investigation and analysis to find out the influence on Andebao service quality and market competitiveness,focusing on: environment(image),service process,price perception and activity organization.On the image of the company,the problems are poor environmental conditions,low staff quality and so on;There are some problems in service process,such as rigid service attitude,professional service should to be improved,lack of process monitoring.As for the product price,it is high and hard for the consumer to choose.In the organization of the activities,there are some problems,such as insufficient publicity,lack of attraction and less number of activities.At the same time pointing out the crux of the problems,this paper also rationally analyzed the reasons behind these problems.Basing on the theoretical connotation and application requirements of 4Ps and 7Ps,this paper focuses on the problems and crux of the service quality of Andebao Company in three aspects: product strategy,service process and promotion mix,and puts forward the corresponding optimization and promotion strategies.Among them,the product strategy includes: providing differentiated and personalized services;Upgrading service items to enhance the added value of products;Impressing customer on product strength,innovating and optimizing service quality.In the service process includes: optimizing and improving the sales and after-sales process,reflect the professional service;Checking and supervising the process to ensure the implementation in place;Strengthening learning,enhancing service communication ability;Innovating to improve loyalty activities.In the promotion package includes: carrying out the network leads to promote and promote sales of the auto show activities;Organizing a promotional mix of in-showroom promotions and regular customer loyalty activities.