Research on Entry Strategy of Vehicle Body Area

The status quo of the development of China's auto service industry is well known. China's auto industry started relatively late and has not yet fully entered the mature stage. As the automobile industry's faction production industry, the formation and development of the automobile service industry is even later. As an industry, it is still at an early stage. Prior to the reform and opening up, China’s auto industry was quite backward. Automobiles were mainly used as important production materials for transportation and transportation. They were distributed through planned distribution and control. Vehicle maintenance mainly belonged to the scope of transport production equipment maintenance. During this period, there is no auto service industry in China at present. As a social and economic service activity, if we want to say there is only limited auto repair service. Since the reform and opening up, China's auto industry has experienced different stages of product transformation, structural adjustment and overall development, and has entered the ranks of the world's largest auto-producing country and a large number of car ownership countries. At the same time, the automotive service industry has gradually grown and developed with the development of the automotive industry. Nowadays, a car service market dominated by automobile manufacturers and brand sales and after-sales service network systems has preliminarily been formed.

In terms of auto parts sales, the supply and sales of auto parts are still in existence. There are still two kinds of sales channels, which are auto manufacturers supplying products by service network and independent auto parts dealers selling auto parts retail. As the supply of auto parts and sales channels are not uniform, or the unified main channel is not smooth, real auto parts and components cannot guarantee timely and reliable supply, resulting in false counterfeit Spare Parts flooding the market and seriously disturbing the operation order of the auto parts market. The auto parts market price system is not perfect and price management is not standardized. Many genuine spare parts prices are too high, and fake and shoddy car parts have lower prices, which seriously impacts the sales of genuine auto parts and seriously infringes the interests of consumers.

Automobile Maintenance Service Automobile maintenance service is the mainstay of the automobile service industry. However, at present, the automotive repair service industry in China has a poor, scattered, and poor situation. The organizational structure of the automobile maintenance industry is loose and does not form a scaled and standardized maintenance service system. It is estimated that there are more than 500,000 auto repair companies of all kinds in China, of which the ones and two types of maintenance companies and brand vehicles have less than one-fifth of the special service stations. Most auto repair service companies have outdated service concepts and their management methods are backward, and they lack modern services. Business awareness, vicious competition between enterprises and enterprises, enterprises to consumers in the service behavior, service quality and fee collection pit fraud, resulting in serious chaos in the automotive maintenance market. Although it has a huge maintenance team, it still makes it hard for consumers to repair cars. Many small maintenance workers have poor maintenance facilities, outdated equipment, poor production environment conditions, low level of civilized production, and poor maintenance operations, and are still in a backward production state of “manual demolition and unloading and workers covered with mud”.

Most of the maintenance companies have an unstable workforce, and the loss of professional maintenance technicians is serious. As a result, maintenance service personnel have low quality and poor technical skills. Even many maintenance personnel are temporary recruits who have not received specialized training and migrant workers. The general quality of vehicle maintenance is poor, and the repair rate of maintenance vehicles is high.

Other aspects Automobile service industry is an industry with a very wide range of services. Many new service areas in this industry have just emerged in China, such as automobile decoration and beauty, used car trading, car rental, automobile finance and insurance, and so on. In these service areas, problems such as non-standard service processes, non-transparent service contents, asymmetric service information, and low service integrity are prevalent. Therefore, although there is a large potential market demand, due to large customer risks and many service disputes, many consumers do not dare to enter the market, resulting in the market can not be a steady development.

The development strategy of the automotive service industry has changed the backward service concept, centering on customer satisfaction, changing passive services into active services. Although people often chant slogans such as “Customers are God” and “Customer-centric”, most services Operators only stay on the verbal front, they do not truly become their own service consciousness, and they do not become self-conscious service behaviors. At present, there is a considerable gap between the service concept of China's auto service industry and the auto service industry in developed countries and China's advanced service industry. The service concept is the basic guiding ideology for the development and operation of the service industry, and is the fundamental starting point for companies to engage in business activities. The core business philosophy of today’s advanced enterprises is the “Customer Satisfaction Center Theory”. The direct working process of the automotive service industry is to provide services to customers. Therefore, it is necessary to firmly establish the service concept of “customer satisfaction as the center”, and consider everything for the customer. Customer satisfaction is the fundamental business goal of the company; at the same time, it should establish “ahead of service awareness”. All customers want to change their service methods that respond passively to customer requirements and change passive services into active services. For example, regular maintenance of vehicles, seasonal maintenance, annual inspection and maintenance, replacement and replacement of service items, service companies should take the initiative to provide service assistance to customers before requesting them. Through advance services, they can increase customer satisfaction and establish strong customer relations.

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