Research On Service Brand Marketing Strategy Of FAW-VW

Since 2015,the automotive market environment has changed abruptly and the main source of profit for dealers has begun to shift to the automotive aftermarket.The frequency of returning to the shop is decreasing year by year and the loss is serious,and the profitability of dealers’ after-sales service is decreasing.Therefore,how to maintain the retention of customers,how to achieve customer retention and return to the factory through marketing means to enhance,become the core strategic issues of the OEMs,service brand as a key component of the overall marketing strategy,is the continuation of the brand value after the sale of the vehicle,but also the key to the operation of individual service products,in the overall car retention customer management system occupies a pivotal position.Service operation branding is the key to service work,good after car service is the continuation of the value of the vehicle,whether in the vehicle after the sale,the vehicle and customers to carry out effective operation cultivation,improve customer retention,the whole life cycle of customer management,become whether in the vehicle market stock stage to stand out the prerequisite.This paper uses marketing theory and SWOT analysis to locate the current status and problems of FAW-Volkswagen’s service brand.Externally,it conducts industry,internal and external and customer/potential consumer research to understand the current competitive landscape of the service market,the performance of core competitor brands,marketing actions,and feedback from manufacturers,regions,dealers and customers,and identifies problems from various perspectives.Internally,the internal service brand system is sorted out to determine the service brand positioning and core customer perception points,and a medium and long-term service brand development plan and brand communication strategy is formulated to help it build the best service brand for its volume product brands.Through the overall analysis of the article,it will position FAW-Volkswagen’s service brand status study and problem identification,dig into the problems in the development of the service brand and their causes,deeply analyze the competitive landscape of FAW-Volkswagen Sales Company’s service brand,clarify the current macro and micro marketing environment faced by the service brand,redefine the boundary of the after-sales service business scope,and deeply analyze the characteristics of the brand’s target population;based on the brand marketing strategy and Based on the brand marketing strategy and positioning,core concept,connotation and extension combing and service system summarization,the service brand was reshaped and upgraded to form a new service brand system,and a service brand shortand medium-and long-term development plan was formulated and implemented to strategic protection measures to enhance the sustainable development capability of the enterprise.