| 摘要(英) |
Cars have become a necessity for transportation to the majority of people, leading to the increase in the demand for car maintenance and repairs. As the car maintenance business is fiercely competitive between original factories and car shops, not only are professional techniques, rapid and smooth process, high-quality customer services required is also very important. In order to win the trust of car owners, customer satisfaction is considered the key to success in the business.
In the past, consumers have a strong sense of distrust toward car maintenance shops due to the rising maintenance costs. This research explores the marketing strategy of one of Company A, a Taiwanese auto repair shop, into a case study. The case company was established 20 years ago, and known know to providing car owners with comprehensive maintenance and repair services while repairing their cars. The founders emphasize on treating all customers’ cars as their own, thus must serve their customers with empathy. Quotes must be provided and approved by customers prior to repair, and unnecessary replacement of parts are avoided at all time. With safety as the top priority while making the best use out of all parts, the founders vows to be a professional and reliable car doctors. They aim to avoid running their business for sales or profit only, but to lead the auto repair industry with quality. They had successfully become a benchmark in the industry in Taiwan.
This research focuses on the discussion of the marketing strategy of the automobile maintenance industry through SWOT analyses and qualitative analyses. Upon analyses, it is concluded that Company A is welled trusted and recognized by customers with the following reasoning：（1）Clear market positioning and market segmentation;（2）Persistence belief to obtain consumer recognition with empathy;（3）Determined to be a trusted car doctor for consumers, with the purpose of solving customer problems, preventing consumers from unnecessary consumption, and striving to achieve customer satisfaction, and be customer-oriented;（4）Continuously upgrade the professional technology and service from the traditional auto repair factory, and become a professional car service center that customers rely on;（5） The goal is simple and firm, has been operating for more than 20 years, deeply trusted and recognized by customers, and is willing to share recommendations and continue to return.
This research analyzes the development of good marketing strategies in the highly competitive car maintenance industry and the maintenance of high customers satisfaction with their specialized service process of case company A in depth. A validated marketing strategy model is summarized for the car maintenance industry as a reference for marketing strategy. |
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