上汽大众客户关系管理策略研究

发布时间：2018-04-11 14:49

本文选题：客户关系管理 + 客户满意　；参考：《山东大学》2017年硕士论文

【摘要】：改革开放30多年来,中国经济实现腾飞,汽车制造业也经历了快速发展,不但合资品牌厂商遍地开花,自主品牌也强势崛起。目前国内市场在售轿车品牌有150多个,车型达到1200多种,乘用车年产销量超过2000万辆。市场竞争的加剧,车型的丰富,使得汽车从高档商品逐渐变成普通商品,价格一路走低,新车销售的利润率随之降低。卖方市场转为买方市场,对经销商的影响尤其严重,经销商因亏损退网现象增加,厂商关系紧张。与新车销售困难相对应的是,我国乘用车保有量已经超过1.8亿,用车过程中的维修、保养等售后服务需求广泛,市场巨大。内忧外患迫使厂家不得不从"以产品为中心"转变为"以客户为中心",从重视新车销售、市占率提高转变为到重视客户关系管理,期望通过提高满意度和忠诚度,维系客户关系,将客户保留在体系内,延长客户生命周期,以实现双赢。客户关系管理概念首先在美国产生,之后在全世界得到认可和广泛应用,它既是一种创新的管理理念,也是一种软硬件结合的系统运行机制,在我国汽车行业应用有十几年的时间,目前应用范围广泛,但层次不一。上汽大众作为国内最老牌的合资厂家,销量一直处于领先水平,但客户关系管理方面依然存在大量问题,集客难、潜客转化率低、客户价值创造低、客户关系维系困难及与经销商关系恶化等,究其原因,既有外部环境如宏观政策的改变、行业竞争的加剧、居民消费习惯的转变、技术环境的改变等带来的影响,也有企业内部从上到下对客户关系管理工作重视不够、组织架构混乱、业务流程僵化等原因。根据以上原因,结合企业实际,运用相关的关系营销理论、客户满意理论、客户价值理论、客户生命周期理论,制定了一些列的优化策略。基于内外部环境变化,上汽大众应对客户、竞争对手、营销中介和自身进行重新定位,创新营销手段。基于满意度管理,上汽大众应该改善客户体验、提升客户感知价值、改进满意度制度设计和调查方式。基于客户价值,上汽大众应该对客户进行价值分类、区别管理,重点识别和管理高价值客户。而对于流失客户,以防范为主,对已流失客户的挽回,同样按照价值分类区别管理。本篇论文在写作的过程中大量阅读相关文献,并横向参照了部分车企的客户关系管理案例,博采众长,最终确立了依据客户生命周期理论,在客户的到达、获取、转化和保留各个环节发现问题、分析问题、解决问题的思路。在策略优化阶段运用了价值矩阵、4R营销理论等工具,最终期望达到的效果是通过改善客户体验,提高客户满意度,进而提高客户忠诚度,从而延长客户生命周期,增加价值创造,并通过老客户再次购买和推荐购买,增加销售,实现企业的可持续发展。
[Abstract]:Since the reform and opening up for more than 30 years, China's economy has taken off, the automobile manufacturing industry has also experienced rapid development, not only joint venture brands have blossomed everywhere, but also their own brands have risen strongly.At present, there are more than 150 car brands in the domestic market, more than 1200 models, and more than 20 million passenger cars per year.With the aggravation of the market competition and the abundance of models, the automobile has gradually changed from the high-grade commodity to the ordinary commodity, the price has been falling all the way, and the profit margin of the new car sales has been reduced.The seller's market turns into the buyer's market, the influence to the dealer is especially serious, the dealer because the loss deletes the net phenomenon to increase, the manufacturer relations are tense.Corresponding to the difficulty of new car sales, the number of passenger cars in our country has exceeded 180 million, the demand for after-sales service such as repair and maintenance in the process of vehicle is extensive, and the market is huge.Internal and external troubles forced manufacturers to change from "product-centered" to "customer-centric," from attaching importance to new car sales, increasing market share to attaching importance to customer relationship management, hoping to increase satisfaction and loyalty.Maintain customer relationships, keep customers in the system, extend customer life cycle to achieve win-win.The concept of customer relationship management (CRM) was first developed in the United States, and then accepted and widely used in the world. It is not only an innovative management concept, but also a system operating mechanism that combines software and hardware.It has been used in automobile industry for more than ten years. It is widely used at present, but there are different levels.SAIC Volkswagen, as the most established joint venture manufacturer in China, has been in the leading position in sales volume, but there are still a lot of problems in customer relationship management, such as the difficulty of gathering customers, the low conversion rate of submersible customers, and the low creation of customer value.The customer relationship is difficult to maintain and the relationship with dealers is deteriorating. The reasons are the influence of external environment, such as the change of macro policy, the intensification of industry competition, the change of residents' consumption habits, the change of technological environment, etc.There are also some reasons, such as insufficient attention to customer relationship management from top to bottom, confusion of organizational structure, ossification of business process and so on.According to the above reasons, combined with the actual situation of the enterprise, some optimization strategies are formulated by using the relational marketing theory, the customer satisfaction theory, the customer value theory and the customer life cycle theory.Based on the changes of internal and external environment, SAIC Volkswagen should reposition its customers, competitors, marketing agents and itself, and innovate its marketing methods.Based on satisfaction management, SAIC VW should improve customer experience, enhance customer perceived value, improve satisfaction system design and survey methods.Based on customer value, SAIC VW should classify customer value, distinguish management, and focus on identifying and managing high value customers.For the loss of customers, mainly to guard against, the lost customer recovery, also according to the value of the classification of different management.In the process of writing, this paper read a lot of relevant documents, and transversely referred to some car enterprises customer relationship management cases, learned from the best, finally established according to customer life cycle theory, in customer arrival, access,Transform and retain the ideas of problem finding, problem analysis and problem solving.In the strategy optimization stage, the value matrix 4R marketing theory and other tools are used. Finally, the desired effect is to improve the customer experience, improve customer satisfaction, and then improve customer loyalty, thereby prolonging the customer life cycle.Add value creation, and through old customers to buy and recommend purchase, increase sales, achieve sustainable development of the enterprise.
【学位授予单位】：山东大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

【参考文献】