Research On The Improvement Of Chery Automobile Service Marketing Strategy

In recent years,with the rapid development of domestic econo my and the improvement of people’s quality of life,the market demand for automobiles is gradually expanding and maintaining stable development.The use of automobile is inseparable from daily maintenance,which has also become one of the important directions of automobile service competition.The traditional automobile maintenance service industry only pays attention to the connection with the car and ignores the consumer.Therefore,the automobile maintenance industry should change its concept,improve its service marketing ability in an all-round way,and meet the high-quality service needs of customers to the greatest extent.Combining theory with practice,this paper makes a detailed analysis on the marketing strategy of Chery Automobile after-sales service at the present stage.This paper lists the basic theories of automobile service marketing,and uses pest,STP,7PS marketing theory and other models,which lays a solid theoretical foundation for the following discussion.Firstly,it compares and explores the problems existing in the current development of Chery’s service marketing from the macro and micro perspectives,as well as the places worth maintaining.Secondly,it analyzes some ideas and processes of Chery service marke ting,and discusses the existing problems.PEST model is used to analyze the macro and micro problems of enterprises,so as to provide practical support for the paper.This paper discusses the causes of poor service experience from the dimensions of produc t,cost,personnel,process and environment.According to the 7PS marketing theory,the corresponding product strategy,price strategy,promotion strategy,channel strategy,personnel strategy,process strategy and environmental strategy are designed to en sure the adaptability between the strategy and the development of Chery automobile.At the same time,the article lists reasonable guarantee measures to ensure the implementation and practice of the scheme,including talent guarantee,cultural guarantee,s ystem guarantee,capital guarantee and so on.The research results of this paper build a complete after-sales service system for Chery Automobile,improve the service quality management system,improve the quality of service personnel,pay attention to cus tomer relationship management and other aspects to ensure the effective implementation of the strategy.At the same time,I hope to offer some reference value for the majority of automobile companies.