Chinese automotive industry lacks service marketing
While the Chinese auto industry is growing rapidly, it also faces a test that customer satisfaction and loyalty need to be strengthened. Compared with other products, the automobile, as a large-scale durable consumer product, has complicated technology, many spare parts, long service life, and after-sales service is more complex than home appliances or IT products.
It is because many manufacturers have taken a fancy to the larger profit margins in the previous period, and feel that it is difficult to generate benefits in the after-sales investment. Therefore, it is often viewed as a tasteless, foodless, and pity. As a result, some manufacturers reduce the service quality or increase the service price to make up for the investment made by the service. We cannot but say that this is a short-term behavior.
There are also some deep meanings of brand service marketing, which is a great investment in service. Li Feng, general manager of Foton Automotive Marketing, once said that the reason why Foton has become one of the fastest-growing and best-growing companies in the industry has been largely due to Futian's huge investment in services.
The author heard such a thing from a Qingqi user in Harbin. In December last year, the user's own car was broken half way. In a situation where he did not get a response to a call for assistance, he thought about calling the Harbin office of Foton to try his luck. Nobody at the Futian Automobile Service Station took immediate rescue measures and sent someone to travel 30 kilometers away. on site. When the staff arrived at the scene, they discovered that the user was not a Fukuda user. Looking at the eyes of the owner, Futian staff temporarily decided to provide maintenance services for the user.
At present, Foton has built the largest call center in China's auto industry. Foton Auto Call Center now has 50 seats and nearly 100 professional call teams. The customer call service center and the national service network provide 24/7 rescue services.
Liu Yanping, deputy director of the China Marketing Research Center of the People's University of Commerce, pointed out that high customer satisfaction enables companies to obtain higher long-term profitability, get better protection in the competition, and make the company sufficient to cope with changes in customer demand. The automotive industry is transforming from a seller's market to a buyer's market. The implementation of the service marketing concept will contribute to the growth of China's own car brands.