The Study On The Competitive Strategy Of Tire Plus Company Automobile After Sales Market Under The New Business Model

With the development of China’s economy and automobile industry,China has become the largest automobile consumption and manufacturing country in the world.As one of the largest stock car consumption markets,China’s automobile after-sales market has changed quietly.The traditional business model of automobile after-sales market maintenance service is mainly represented by automobile 4S stores,large and medium-sized automobile repair shops,roadside auto repair shops and authorized chain stores of parts manufacturers,with different service levels.As a professional chain store company positioning to provide automobile quick repair and quick maintenance services,Tire plus once dominated the market after automobile maintenance,but its market share continued to decline with the participation of more and more competitors.On the other hand,with the development of mobile Internet technology and the change of consumers’ shopping and payment habits,Tire plus’ s original offline retail model based on in store consumption is facing many challenges.Tire plus company urgently needs to adjust and upgrade its existing business model,adjust its business strategy and regain its competitive advantage.Taking Tire plus company as a case,this paper studies the business model of automobile aftersales market,and arranges the relevant literature review and marketing theoretical basis of business model.Firstly,it summarizes the development of automobile aftermarket and the corresponding business model;Secondly,through the comparative analysis method,this paper compares the business situation and business model of Tire plus company with the main competitors of Tire plus company,and lists the current business status and problems of Tire plus company.After that,through the interview and investigation of Tire plus operators and consumer investigation and analysis,guided by the value chain theory,combined with the analysis of Porter’s five forces model and the SWOT competition analysis of Tire plus company,this paper summarizes the reasons for Tire plus ’s dilemma.First,the single offline chain business model can not meet the needs of the rapid growth of online consumption;Second,the unclear brand positioning of Tire plus company leads to the deviation of competitive strategy.Therefore,under the guidance of the most cutting-edge save marketing theory,this paper emphasizes to put forward suggestions from the perspective of customer experience.Firstly,it puts forward to build an ecological business model with the help of Internet technology,and lists specific implementation suggestions.Secondly,based on the new business model,this paper puts forward Tire plus’ s brand positioning and development planning,enterprise and channel value proposition,expected profit model and competitive advantage.