A Study on Aftersales Service Strategy of Japanese Automobile Company in Chinese Market－The Case of G Company in Shanghai

• Main Authors: Chao-hung Tseng, 曾兆弘
• Other Authors: Pei How Hung
• Format: Others
• Language: zh-TW
• Published: 2015
• Online Access: http://ndltd.ncl.edu.tw/handle/e2z6ag

碩士 === 國立中山大學 === 高階經營碩士班 === 103 === In the past twenty years, the business cooperation between the enterprises in both of mainland of China and Taiwan is becoming closer gradually. According to “Key Targets of China''s 12th five-year plan”, China government set into action of “Urbanization” around mainland of China positively and brought strongly momentum for Chinese automobile market. Also, mass lack of automotive professionals is a common phenomenon around mainland of China and leads many opportunities for foreign enterprises. Therefore, the top five domestic brands of automobile in Taiwan continue speeding up to build the layout of the factories and new sales and service bases &;quot;4S car shops&;quot; in mainland of China. 　The numbers of domestic brands and international famous brands in China are several times than those in Taiwan. It caused that the business environment of China automobile market alters from day to day in the past ten years. Due to mass new entrants crowded into China automobile market, the challenge for government of China is not only air pollutions but also the traffic congestion in big cities. Thus, the above situation forces government of China to ask every automobile factory study and manufacture the vehicles within newly automobile emission standards. On the other hand, China government makes more strict laws and regulations to control the growth rate of new vehicles productions. Meanwhile, enhance of consumer consciousness in mainland of China and the rapid research &; development of automobile manufacturies also increase the management difficulties of automobile service enterprise in China automobile market. 　This research adopts a case study of G Company that manages both of sales and after-sales service of A Brand automobile in Shanghai. A Brand is a well-known automobile brand around the world. This research confers on competitive-cooperative environment of automobile service snterprise in China automobile market via adopting “Five Forces Analysis” that is advocated by Michael Porter. Through the historic sale data and customer’s satisfication analysis of G Company, the relative documents and secondary data, the management environment of case company is analyzed using “SWOT model”. Then, it develops several strategy and plans of after-sales service by collocating “Resource-Based View” (RBV). Finally, the researcher draws several conclusion and bring up the enhancement suggestions for G company by adopting newly marketing concept of “S. A.V .E.”. 　Through the analysis results of adopting “ Porter five forces analysis” and SWOT model” , this research would like to conclude the the relative issues of after-sales operations and core issues of G Company. Afterward, this research develops several strategy and master plans of after-sales service by combining with “Resource-Based View” (RBV) and “S.A.V.E.”. Finally, the researcher draws series of enhancement suggestions for after-sales service of G Company. The final target of this research is to attract more customers to place repeat orders and to accumulate more vehicle units in aftersales operations. The reasercher hope to provide the foreign-funded enterprises of automobile sales and after-sales service with practical conclusion for promoting management achievements.