Service strategy of Mercedes-Benz CIS strategy

1． Mercedes-Benz has a strong after-sales service network

Excellent after-sales service quality is the guarantee of good sales volume. After the product is sold, Mercedes-Benz still regards it as part of the company's business activities and always maintains contact with its owner. Wherever Mercedes-Benz cars are sold, an after-sales service network is established to ensure that every car is well taken care of.

2. Regular maintenance and warranty plan

Mercedes-Benz has developed a complete set of specifications and measures for the maintenance and upkeep of products after sale. After the vehicle leaves the factory, it is shipped to the customer's location. The customer inspects the vehicle in person and then drives it to the local Mercedes-Benz authorized maintenance center for pre-delivery inspection (PDI). Maintenance personnel make adjustments according to prescribed procedures to achieve the best driving condition, and finally deliver the vehicle to the customer. At the same time, we inform customers of issues that require attention when driving and remind customers of the next maintenance time to ensure safe driving of the vehicle.

3. Sufficient supply of spare parts

Shortage of spare parts is a common problem encountered by many automobile maintenance farmers around the world. Sufficient supply of spare parts is the guarantee for improving maintenance quality and efficiency. Each Mercedes-Benz repair shop has a dedicated parts department and a parts warehouse of a certain area to store a certain number of commonly used parts. If you encounter special needs, you can directly contact the German original spare parts department to have the urgently needed parts shipped by air.

3. Internal and external communication strategies of Mercedes-Benz

A. Internal concept transfer - internal employee education

Corporate business philosophy and values ??are the guiding principles for daily operations of the company. Within the company, from the leadership to ordinary employees, they must take them as discipline and strictly regulate their own behavior. An in-depth understanding of basic concepts and their latest developments is the basis for action. Therefore, training of internal employees, partners and regional sales and maintenance service personnel is extremely important. Mercedes-Benz has a dedicated training department and professional training personnel, and has established Mercedes-Benz professional training centers in various regions to regularly offer various training courses, such as: new employee training, comprehensive marketing and sales training, new model training, maintenance service technology training, parts training etc. Through these systematic training and education, the corporate business philosophy can be conveyed to employees in every relevant department of the company, and can be conveyed to the outside world through the words and deeds of corporate employees.

B． External concept dissemination

1. Appearance image design - communication of logos and symbols

Appearance image design belongs to the category of visual identification system and is the external expression of the company's business philosophy. It must fully reflect the consistency of connotation and denotation. Mercedes-Benz has strict procedures and standards for the production of signboards, flags, placards, etc. to ensure that their quality conforms to the quality image of Mercedes-Benz. Mercedes-Benz has strict regulations on the use of trademarks and will punish those who ignore legal constraints and misappropriate Mercedes-Benz trademarks. Companies and individuals should be cracked down on in a timely manner to prevent the behavior of counterfeit companies from damaging the image of Mercedes-Benz. The Mercedes-Benz showroom is a window to display the image of Mercedes-Benz, and its internal decoration and display of exhibits have specific regulations. Its regulations emphasize an atmosphere so that customers can feel Mercedes-Benz's unique hospitality as soon as they enter the hall; Mercedes-Benz stipulates the standard format for all printed matter.

2． Dissemination of News Reports

As a world-famous brand, Mercedes-Benz attaches great importance to news reports. Neither the German headquarters nor each region has a dedicated department to handle media issues. Only this department has the authority to issue press releases and hold press conferences to ensure consistency in promotional vocabulary and expressions.

3. Advertising

Advertising is the most direct, effective and commonly used way to spread corporate image information. While advertising disseminates information about goods and services, the more important purpose is actually to establish a corporate image. Because the purpose of direct promotion is only temporary, only by establishing a good corporate image can the purpose of long-term promotion be truly achieved. Mercedes-Benz has systematic regulations for all types of advertisements. From the arrangement of text and pictures to the way the content is written and expressed, everything must have Mercedes-Benz characteristics and comply with Mercedes-Benz standards.

4. Public relations communication

Public relations activities are an important means to establish a good corporate image. To establish a corporate image, various mutual communication activities must be carried out to make the public have a good impression of the company.

Public relations activities are the lubricant between enterprises and the public, which not only reduces friction but also promotes harmony between enterprises and the public. Mercedes-Benz also does not have a full-time public relations department. This department relies on public relations means to watch and monitor the internal environment of the company at any time, contact and coordinate the relationship with the public, and organize various social activities through public relations organizations to increase the visibility of the company. And create a good corporate image.