Joint venture brand: service differentiation pattern of heavy planning
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Author:demingcn
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Published time: 2014-03-20
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In the current automotive brand innovation, little difference between the quality and price of the background, the quality of service is increasingly becoming an important factor to attract consumers. Therefore, in recent years, how to improve the service level has increasingly become an important issue for automobile enterprises.
In the current automotive brand innovation, little difference between the quality and price of the background, the quality of service is increasingly becoming an important factor to attract consumers. Therefore, in recent years, how to improve the service level has increasingly become an important issue for automobile enterprises. Recently, the reporter visited the capital after a number of joint-stock brand cars 4S shop learned that although enterprises are emphasizing the importance of service, but from the dealer's performance, some joint-venture brand car prices do not like the service level That's high.
Japan and South Korea strive to stay ahead
Service has always been a strong Japanese brand, from the beginning of entering China, Toyota, Honda, represented by the Japanese brands will have won a good reputation service. Recently, the Beijing Commercial Daily reporter on the issue of service visited a number of FAW Toyota dealers, 4S shop standardized service processes and staff enthusiasm for impressive. A FAW Toyota 4S shop manager said: our pre-service to consumers feel comfortable, the same, after-sales service is our special attention. I asked employees to make good service from the bottom of my heart, if one did not do a good job, all the previous work is equal to the white. So, is the service concept of our shop.
In addition to the Japanese car prices, Hyundai and Kia as the representative of the Korean brand in recent years, but also because of the rapid improvement of services led to rising sales. Beijing Hyundai Xinfa Deputy General Manager Hao Wei said in an interview with reporters, with Beijing Hyundai high-end models to enhance the proportion of enterprises pay more attention to brand building. As early as 2005, Beijing Hyundai launched the service brand with a true whole journey, and put forward the concept of serving the customers with your heart's satisfaction, peace of mind and satisfaction. In the past nine years, we have also started to improve our services as we continue to improve our business through free testing and preferential promotions for home-use cars, to outbound inspection and high-end car service. Hao Wei said.
Europe and the United States Department of progress is obvious
In recent years, the rapid increase in the number of car ownership makes the European and American automobile brands represented by Shanghai GM, Dongfeng Peugeot and Dongfeng Citroen have stepped up their investment in service and made great progress.
At the end of last year, after the homogenization competition in the after-sales service of the automobile enterprises became more apparent, Shanghai GM said it would launch the Buick after-sales service program of action in the next three years to help Buick's after-sales service enter a new round of the development of force. Shanghai GM Buick brand marketing Minister Shi Hong stressed that the current appointment system, one-on-one customer manager system to continue to deepen, Xingyue service to become a 24-hour emergency aid. Beijing Commercial Daily reporter visited the Shanghai GM dealers learned that Buick care services have been constantly updated state, for example, Xingyue service in the promotion process is not satisfactory place, the difference between east and south is very large, so Shanghai GM According to different characteristics of different cities have been improved. In addition, 4S shop also for the current very fiery WeChat launched the official WeChat, to facilitate vehicle owners scheduled maintenance and query vehicle maintenance related information.
Although the legal system brand is not known before the service, but after several years of development, service levels have been improved. Last year, in the J.D.Power rankings, Dongfeng Peugeot's service rankings rose from the fifth in 2012 to the first place, and the sales service ranking rose from the ninth in 2012 to the fifth place.
Reporters visited Dongfeng Citroen 4S shop also saw 4S shop showroom, customer rest areas have focused on improving. Repair shop, 4S shop repair area is set to a transparent workshop, the owner can monitor their own car in the rest area is how to repair. In addition, staff attitude has also been greatly changed, which makes customers feel very comfortable.
German Department of performance is relatively poor
German brand of hot sales, dealers in the implementation of factory policy played a not small discount. Recently, the Beijing Business Daily reporter visited the Beijing FAW-Volkswagen and Shanghai Volkswagen 4S shop learned that, compared to other brand dealers, the quality of public dealers slightly worse.
Reporters in a FAW - Volkswagen 4S shop to see that on the hardware, the shop facilities. Among them, there are three lounges, including non-smoking rooms, smoking rooms and massage rooms. It is worth mentioning that the rest area has a maintenance vehicle monitoring system, the owner can see through the screen vehicle maintenance status. However, Beijing Commercial Daily reporter also noted that, due to more customers, 4S shop staff simply busy. In the absence of clients, the staff chat again.
Su Hui, a veteran automotive industry expert, said the Volkswagen brand sold a lot, keeping a high volume and the staff's work was very busy, which led to the relatively poor performance of the biggest reason. Car ownership to a certain extent, the focus of marketing will gradually shift from a simple sales to how to enhance service. The service on the one hand need to provide vehicle business protection, on the other hand also need to dealers for terminal operation, Su Hui said that in Beijing to implement more stringent limit number policy, high-quality service has become a dealer to ensure sales and profits The main means. Therefore, companies must take some measures to make dealers pay attention to the service。
Japan and South Korea strive to stay ahead
Service has always been a strong Japanese brand, from the beginning of entering China, Toyota, Honda, represented by the Japanese brands will have won a good reputation service. Recently, the Beijing Commercial Daily reporter on the issue of service visited a number of FAW Toyota dealers, 4S shop standardized service processes and staff enthusiasm for impressive. A FAW Toyota 4S shop manager said: our pre-service to consumers feel comfortable, the same, after-sales service is our special attention. I asked employees to make good service from the bottom of my heart, if one did not do a good job, all the previous work is equal to the white. So, is the service concept of our shop.
In addition to the Japanese car prices, Hyundai and Kia as the representative of the Korean brand in recent years, but also because of the rapid improvement of services led to rising sales. Beijing Hyundai Xinfa Deputy General Manager Hao Wei said in an interview with reporters, with Beijing Hyundai high-end models to enhance the proportion of enterprises pay more attention to brand building. As early as 2005, Beijing Hyundai launched the service brand with a true whole journey, and put forward the concept of serving the customers with your heart's satisfaction, peace of mind and satisfaction. In the past nine years, we have also started to improve our services as we continue to improve our business through free testing and preferential promotions for home-use cars, to outbound inspection and high-end car service. Hao Wei said.
Europe and the United States Department of progress is obvious
In recent years, the rapid increase in the number of car ownership makes the European and American automobile brands represented by Shanghai GM, Dongfeng Peugeot and Dongfeng Citroen have stepped up their investment in service and made great progress.
At the end of last year, after the homogenization competition in the after-sales service of the automobile enterprises became more apparent, Shanghai GM said it would launch the Buick after-sales service program of action in the next three years to help Buick's after-sales service enter a new round of the development of force. Shanghai GM Buick brand marketing Minister Shi Hong stressed that the current appointment system, one-on-one customer manager system to continue to deepen, Xingyue service to become a 24-hour emergency aid. Beijing Commercial Daily reporter visited the Shanghai GM dealers learned that Buick care services have been constantly updated state, for example, Xingyue service in the promotion process is not satisfactory place, the difference between east and south is very large, so Shanghai GM According to different characteristics of different cities have been improved. In addition, 4S shop also for the current very fiery WeChat launched the official WeChat, to facilitate vehicle owners scheduled maintenance and query vehicle maintenance related information.
Although the legal system brand is not known before the service, but after several years of development, service levels have been improved. Last year, in the J.D.Power rankings, Dongfeng Peugeot's service rankings rose from the fifth in 2012 to the first place, and the sales service ranking rose from the ninth in 2012 to the fifth place.
Reporters visited Dongfeng Citroen 4S shop also saw 4S shop showroom, customer rest areas have focused on improving. Repair shop, 4S shop repair area is set to a transparent workshop, the owner can monitor their own car in the rest area is how to repair. In addition, staff attitude has also been greatly changed, which makes customers feel very comfortable.
German Department of performance is relatively poor
German brand of hot sales, dealers in the implementation of factory policy played a not small discount. Recently, the Beijing Business Daily reporter visited the Beijing FAW-Volkswagen and Shanghai Volkswagen 4S shop learned that, compared to other brand dealers, the quality of public dealers slightly worse.
Reporters in a FAW - Volkswagen 4S shop to see that on the hardware, the shop facilities. Among them, there are three lounges, including non-smoking rooms, smoking rooms and massage rooms. It is worth mentioning that the rest area has a maintenance vehicle monitoring system, the owner can see through the screen vehicle maintenance status. However, Beijing Commercial Daily reporter also noted that, due to more customers, 4S shop staff simply busy. In the absence of clients, the staff chat again.
Su Hui, a veteran automotive industry expert, said the Volkswagen brand sold a lot, keeping a high volume and the staff's work was very busy, which led to the relatively poor performance of the biggest reason. Car ownership to a certain extent, the focus of marketing will gradually shift from a simple sales to how to enhance service. The service on the one hand need to provide vehicle business protection, on the other hand also need to dealers for terminal operation, Su Hui said that in Beijing to implement more stringent limit number policy, high-quality service has become a dealer to ensure sales and profits The main means. Therefore, companies must take some measures to make dealers pay attention to the service。
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