Research On Optimization Of After-sales Service Marketing Strategy For F Cars

By the end of 2022,China’s car ownership reached 319 million units,and the huge ownership has given rise to the booming development of the auto service market.With the rapid development of mobile internet,the traditional after-sales service marketing model has been unable to meet the service marketing demand in the internet era.A number of new enterprises are reshaping the auto after-sales service system with the help of internet marketing thinking and service mode,while traditional auto enterprises are also trying to apply the integration of service marketing and internet.f auto,a state-owned auto manufacturer with more than 20 years of passenger car production history,hopes to improve its competitiveness in the auto service market through the reform of service marketing mode in the new market environment.Based on this background,this paper takes F Auto as an example to study its service marketing strategy in after-sales service.Firstly,literature research method,questionnaire research method and in-depth interview method are used to understand the current situation of F Auto after-sales service marketing and find out the existing problems,secondly,PEST analysis,Porter’s five forces analysis model and SWOT analysis method are used to analyze the marketing environment of F Auto after-sales service and determine the target market of F Auto after-sales service,finally,7PS service marketing theory is used to discuss and analyze the seven aspects of F Auto after-sales service marketing strategy and propose the optimization strategy.Finally,the 7PS service marketing theory is used to discuss and analyze the seven aspects of Fvehicle after-sales service marketing strategy and propose the optimization strategy and implementation guarantee measures.The research of this paper aims to provide the improvement direction and basis for the optimization of the after-sales service marketing strategy of F cars,enhance the competitiveness of the after-sales service of F cars,and also put forward feasible suggestions for the future after-sales marketing methods of traditional car manufacturers.