A汽车4S店售后服务改进研究

发布时间：2018-05-02 01:36

本文选题：整车销售 + 售后服务　；参考：《吉林大学》2017年硕士论文

【摘要】：汽车4S店是集整车销售(Sale)、维修服务(Service)、备件供应(Spare part)、信息反馈(Survey)四位一体的专营店。整车销售,是汽车4S店两大主营业务之一。2010年,A汽车4S店客户保有量为5000,出售一台单车平均利润可达到4000元。各企业商家看中商机,纷纷投入到汽车行业内,汽车市场竞品车型频频增多,经销商为了保持销量,车市价格战不断上演,经销商单车销售利润一再创下新低,A汽车4S也同样一直面临着这样的问题,到2016年末,A汽车4S店客户保有量上升为32000辆左右,而现阶段单车平均利润只有500元左右。同品牌的4S店也从5家增多到9家。在这样的情况下,经销商不得不把利润的关注点放到另一主营业务--售后维修服务上。日益增长的汽车保有量给售后服务带来无限的机会,当然,在这售后市场一片大好情况下,售后服务的竞争也会非常激烈,同品牌的4S店开了一家又一家。同品牌各4S店的外观形象、基本的硬件设施、维修设备等都是按照厂家要求设计装修的,每家标准店的区别都不是很大,但是,在人员与服务上却不尽相同。各店都在想尽各种办法赢得客户的青睐,并留住客户,以从中获取更多的利润。那么,怎样做好服务,使自店能在众多竞争者中争取到更多的“蛋糕”也就成了近几年4S店管理者首要考虑的问题。A汽车4S店也同样面临这样的境况,传统的营销服务已经无法适应快速变化的市场需求,必须转变观念,重新制定企业发展的战略方向,方能使企业健康长远的发展下去。本文以汽车售后服务和营销理论为基础,通过大量的资料,对比国内外相关研究,利用满意度问卷调查先对A汽车4S店目前售后服务状况进行分析,找出店内存在的优势,加以利用,并发现服务中存在的劣势与不足,提前做好应对措施。结合满意度调查结果,识别服务中存在的弱项问题和薄弱环节,针对特定存在的问题提出了合理可行的售后服务体系改进方案,细分客户群体,设计出标准的服务流程,使服务更加细致,并做到以顾客为中心进行全程全方位的服务,同时,为方案实施提出一系列保障措施,保证方案的顺利进行的同时提高企业实际工作绩效。以维修服务为主,备件供应和信息反馈为辅,致力于本4S店能在众多竞争者中存有一席之地,能在特定的硬件条件下,通过提升服务质量,提高客户满意度与忠诚度,减少客户流失,为企业的长远发展奠定坚实的基础,最终实现店内能够达到售后服务利润最大化的目的。
[Abstract]:Auto 4S Store is a four-in-one shop that integrates sales of cars, maintenance service, spare parts supply, information feedback survey. Car sales is one of the two main business of the car 4S store. In 2010, the number of customers in the car 4S store is 5, 000, and the average profit of selling a bicycle can reach 4000 yuan. Enterprises and businesses have been attracted to business opportunities and invested in the automobile industry. The number of competing models in the automobile market has increased frequently. In order to maintain sales volume, dealers are constantly engaged in a price war in the car market. The dealer's bicycle sales profit hit a new low again and again, and the 4S also faced the same problem. By the end of 2016, the number of customers in the car 4S store had risen to about 32000, compared with an average profit of about 500 yuan at the present stage. The same brand 4 Shop also increased from 5 to 9. In such cases, dealers have to focus on the profit of another major business-after-sale maintenance services. The increasing number of cars brings unlimited opportunities to after-sales service, of course, in this after-sales market a good situation, after-sales service competition will be very fierce, with the brand of 4S store opened one after another. The appearance image, basic hardware, maintenance equipment and so on of each 4S store of the same brand are designed and decorated according to the requirements of the manufacturer. The difference of each standard store is not very big, but the personnel and service are not the same. Stores are looking for ways to win over and retain customers to make more profits. Well, how to do a good job of service, so that our stores can win more "cakes" from many competitors, has become the most important issue for 4S store managers in recent years. The 4S store of 4A cars is also faced with the same situation. The traditional marketing service has been unable to adapt to the rapidly changing market demand. It is necessary to change the concept and reformulate the strategic direction of enterprise development so that the enterprise can develop healthily in the long term. Based on the theory of automobile after-sales service and marketing, through a large number of materials, compared with domestic and foreign related research, using the satisfaction questionnaire to analyze the current after-sales service situation of A Automobile 4S store, to find out the advantages of the store. To make use of, and find out the disadvantages and shortcomings in the service, do a good job in response measures ahead of time. According to the result of satisfaction survey, this paper identifies the weakness and weakness of the service, puts forward a reasonable and feasible scheme to improve the after-sales service system, subdivides the customer group, and designs the standard service flow. Make the service more meticulous and take the customer as the center to carry on the whole course omni-directional service, at the same time, put forward a series of safeguard measures for the implementation of the scheme, ensure the smooth progress of the scheme, and improve the actual work performance of the enterprise at the same time. With maintenance service as the main, spare parts supply and information feedback as the supplement, the 4S shop can have a place in many competitors, can improve the quality of service, customer satisfaction and loyalty under specific hardware conditions. Reduce customer turnover, lay a solid foundation for the long-term development of the enterprise, and finally achieve the goal of maximizing after-sales service profit.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471

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