Research On The G Company’s After-sales Service Digital Transformation Strategy

G company was founded in 2004,is a automobile production,sales and after-sales service as the main business of joint venture automobile company,since 2006,the company’s main sales models have been widely praised by the market,through more than 10 years of continuous development,the total number of automobile sales exceeded 7 million units,annual production and sales approached the mark of 1 million units.With nearly 17,000 employees and outlets in cities above the prefecture level across the country,with the entire market entering the stock market from the incremental market,the market competition is becoming increasingly fierce,and problems are gradually emerging: First,affected by ecommerce platforms and third-party repair shops,the customer churn rate has become more and more serious;second,in recent years,with the continuous increase in vehicle ownership,and after the impact of the epidemic,the unstable supply chain has led to delays in the supply of parts,and service outlets cannot operate normally,which has led to an increasing number of customer complaints,resulting in a downward trend in customer satisfaction;third,in the current market environment,the growth rate of after-sales business has slowed down,aftersales revenue has entered a slow growth stage;In the current complex and changeable domestic market environment,the advantages of digital transformation make the current problems become a booster for digital transformation,accelerate the pace of enterprise digital transformation,will effectively stimulate enterprise innovation power,innovation vitality,build a collaborative innovation ecosystem,and embark on a distinctive innovation-driven development road.Taking the after-sales service business of Company G as the research object,this paper first introduces the development status of the after-sales service business of Company G and the existing digital transformation strategy of after-sales business,and clarifies three major goals:1.Improve customer satisfaction;2.Improve the overall after-sales business on-site operation capabilities;3.Improve the overall income of after-sales business。By combining the internal and external environment analysis to study the digital transformation of after-sales service of Company G,discuss the improvement of customer satisfaction,on-site operation ability,business model innovation and other issues,put forward the problems of poor informatization of after-sales service business,too single business model,insufficient business execution of Company G,etc.,after rationally thinking about the causes of these problems,CRM 3.0 theory is used to put forward corresponding transformation strategy optimization suggestions for these problems,such as: service mode innovation,The use of digital tools and the adjustment of organizational structure provide guarantee analysis for the implementation of measures for the digital transformation of aftersales service of Company G,which is conducive to promoting the continuous improvement of the digital transformation of Company G’s after-sales service business,and can also provide practical experience for other companies in the automotive industry.