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汽车后市场:企业竞争力决定市场占有率
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  现在非常流行一句话:“汽车后市场的发展比汽车跑的还快”。汽车后市场的兴起是历史的必然,这一点毋庸置疑。通俗的想一想车主们买了一辆新车,就会涉及到一系列的维修保养,换车的频率不像换衣服,真正喜爱汽车的朋友们还是愿意“陪伴”爱车的。如果说汽车的销售量难以达到饱和,那么也可以说后市场才是汽车永远的“家”。
  很多企业家、人士看准了这片充满潜力的蓝海,奋身投入汽车后市场。近年来,汽车后市场得到较大发展。发展迅速代表这一个行业的潜力巨大,但是问题也会因此产生。后市场是蓝海,可是谁又能保证这片苍茫大海中不会出现煞风景的情况呢?
  后市场发展了,但是却不那么稳定。一旦新车上市,大批量的新车赚足了人们的眼球,后市场也就相对显得有点“冷清”,似乎是“失了宠”。其实不然,越是在这个时候,就越该做好售后服务,一个良好的售后服务是足以让车主们第二次转身的。绝不可因为“失了宠”而放弃“争宠”的机会,一旦“得宠”前景将是无限美好!
  后市场发展了,是怎样在发展呢?质疑声依然在唏嘘,却没有能够真的站出来力挺的。发展中的行业的确会存在问题,但是问题的关键不是怕出现问题,而是大家已经知道了问题所在,却不知道或是不去解决问题,让不良之风悄悄的蔓延,彼此间似乎有了一种默契,也就是人们常挂在嘴边的潜规则。潜规则一旦诞生,就会难以消除,为行业未来的发展埋下了一颗“定时炸弹”。
  我们的精英团队也曾多次对后市场的未来进行过浅显的分析,结论也多为后市场必然厚积薄发,激流勇进。但是,一个行业在前进的过程中必然会附带着两种舆论。汽车后市场的赞扬声一直没有停止,诸如潜力巨大,市场广阔等;而缺陷与存在的问题也的确不少,行业内缺乏规范等等。笔者今日想谈论的是,后市场的未来究竟由谁决定?是后市场的突起之秀引领整个行业,还是齐头并进方能尽展雄姿呢?依我们看来,汽车后市场的未来确实倚靠“短板理论”。
  提到后市场的短板,我们暂且用汽车美容业来进行分析。在某种程度上,汽车美容的确成为了后市场前进的一块短板。暴利潜规则被曝光,专业性缺乏等成为了汽车美容业的一道伤疤。潜规则这个词越来越热,已经热到了后市场的范围圈了。听到这个词谁能想到是个褒义词?潜规则似乎是行业发展过程中的一道不正之风引起而逐步形成,正所谓“冰冻三尺非一日之寒”,汽车美容的这种暴利之风也真的应该好好整顿一下了。
  后市场要想全面兴起,就一定要齐头并进,哪个环节出现了问题,就要及时地解决。商家讲究薄利多销,特福莱以为暴利营销的方式如同饮鸩止渴,最后只会自寻死路。有句谚语叫“一条臭鱼搅了一锅腥”,就是说不要因为一个因素的差异和损害了整体的利益。
  汽车后市场要想雄起必然应避免短板,也应该及时地找到自己的短板,通过肃清行业风,树立标准行业规范才能稳步前行。
  特福莱以为,后市场的短板并非只有一个行业,也不永远只是一个行业,发展是要稳重求胜,步步为营,谁成了短板谁就将被淘汰。汽车后市场倚靠“短板理论”,那么那块短板究竟会是谁呢?
  其实,在这个行业中大家都是一个利益共同体。只有多方共同努力,才能促进整个市场的持续健康发展。



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