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1、AbstractAutoauthorizedstoresareintheenvironmentoffiercecompetitionandrapiddevelopment.ThisthesisstudiesservicemarketingstrategiesofXMotorCompanyauthorizedstore,aimedatimprovingservicemanagement,aswellasprovidingoperatorsofautoauthorizedstoressomereferencea
2、ndhelponhowtocarryouttheirservicemarketing.Thisthesisbasesonservicesmarketingtheory,strategicmanagementtheoryandthetheoryofthemarketingmix.Byusingliteraturereviewingmethod,expertinterviews,casestudies,qualitativeandquantitativeanalysismethodandlogicalreaso
3、ningandothermethods,IstudiedtheXautoauthorizedstoreysstatusandanalyzeditstargetmarket.XMotorCompanypaysattentiontoconsumergroupswhocanbepersonalizedormild,anditneedstoextenditsconsumergroupstotheearnestfamilyandtheactivefomily.ImadeSWOTanalysisandVRIOanaly
4、sistoanalyzeresourcesandserviceoftheauthorizedstore.Xautoauthorizedstoreshouldadoptthemarketgrowthstrategywhichtakesadvantageofexternalopportunitiesandinternalstrengths.VRIOanalysisshowsthatthecompetitiveadvantageofXautoauthorizedstoreysservicepriceandserv
5、icequalityisrelativelyweak.Anditiseasilyimitatedbyothercompanies.Butthecompetitiveadvantageofservicemanagementandserviceimageismoreobvious.Afterdiagnosingtheproblemstheauthorizedstorefaces,thisthesisproposesservicemarketingmanagementstrategiesfromfourareas
6、.Theyaretheservicequality,serviceprice,servicemarketingandservicemanagemen匸Inordertoimproveservicequality,Xautoauthorizedstoreshouldimproveservicemodelconcept,addserviceprogrammeandimproveserviceattitude.Inthetermofserviceimage,itshouldbeclosetocustomersth
7、roughthevisibledisplay,andpayattentiontoreputationandthewordsoutofconsumers9mouths.Inthetermofservicemanagement,Xautoauthorizedstoreysservicemanagementshouldbestrengthened.Atthesametime,italsoimplementstherelationshipmarketingtoenhancecommunicationwithcust
8、omers.Xautoauthorizedstoreshouldbeactiveincarryingoutinternalmarketingtoimprovestaffs9servicequality.Itisalsobasedoncustomers9satisfactiontoforgecustomers5loyalty.Finally,onthebasisofactualsituationofauthoriz
