我国轿车企业客户信息服务体系研究

发布时间：2019-04-17 17:02

【摘要】：随着中国加入。WTO，中国市场的进一步开放，世界汽车产业纷纷进入我国市场，增加就业机会的同时，带来更多的是市场份额的竞争，使得我国汽车产业面临巨大的压力。我国的各个汽车企业之间的客户争夺战也是日趋激烈，从前的客户在购车时考虑的是汽车的质量ǐ款式ǐ服务等方面。而现在的汽车市场，客户已经从理性的角度转变到感性的角度。客户更多考虑的是汽车企业的售后服务以及客户信息服务是否完善。客户信息服务的程度决定了客户的满意度，而客户的满意度决定了企业盈利的程度，，决定了企业的发展思路。目前，我国汽车行业的核心市场正从产品转移到服务，核心竞争力正转移到客户。以。客户为中心。则是今后轿车企业的发展战略，无论企业做任何事情都是为了客户服务，要在做好的产品基础上加强客户信息服务的管理。针对这样的背景，轿车企业成立完善的客户关系管理和客户信息服务体系是未来企业提高国际竞争力和拓展市场的有效方式。本文通过对客户关系管理和客户信息服务的基本概念ǐ内容ǐ特点的介绍说明客户信息服务是客户关系管理中的一个重要分支。而客户信息服务体系在各行各业的应用极为广泛，对于汽车行业更是重中之重。在产品众多的中国汽车行业，各个汽车企业之间的竞争已经日趋激烈，我国汽车企业发展客户信息服务的必要性尤为突出，本文通过对客户信息服务的现状以及存在问题的分析从而了解我国客户信息的需求。通过分析我国轿车企业客户信息服务的影响因素从而建立起一个完整的客户信息服务体系，这个体系中包含信息服务的模式ǐ信息服务体系的基本框架以及内容模块，最后给出如何保障客户信息服务体系运行的保障措施。本文的结尾将实际与理论相结合，通过分析一汽大众的客户关系管理部门如何操作客户信息服务体系，它的现状和问题从而得出合理的修改完善客户信息服务体系的意见即在客户关系管理的保障下怎样顺利开展完善客户信息服务系统的功能，使其发挥最大效能，为一汽大众在市场竞争中站稳脚跟提供合理的建议和帮助。
[Abstract]:With China's entry into WTO and the further opening of the Chinese market, the world automobile industry has entered the Chinese market one after another, increasing employment opportunities, and at the same time bringing more competition for market share, which makes the automobile industry of our country face great pressure. The competition between the automobile enterprises in our country is becoming more and more fierce. In the past, the customers considered the quality and style of the car service and so on. And now the automobile market, the customer has changed from the rational angle to the perceptual angle. Customers are more concerned about the after-sales service of automobile enterprises and whether the customer information service is perfect. The degree of customer information service determines the customer satisfaction, and the customer satisfaction determines the degree of profit and the development of the enterprise. At present, the core market of automobile industry in China is shifting from product to service, and the core competence is being transferred to customers. In order. Customer centered. It is the development strategy of the car enterprise in the future, no matter what the enterprise does is for the customer service, we should strengthen the management of the customer information service on the basis of the good product. In view of this background, the establishment of a perfect customer relationship management and customer information service system is an effective way for future enterprises to improve their international competitiveness and expand the market. By introducing the basic concept of customer relationship management and customer information service, this paper explains that customer information service is an important branch of customer relationship management. The customer information service system is widely used in all kinds of industries, and it is the most important for the automobile industry. In China's automobile industry with numerous products, the competition among various automobile enterprises has become increasingly fierce, and the necessity of developing customer information service in China's automobile enterprises is particularly prominent. This paper analyzes the current situation and existing problems of customer information service to understand the needs of customer information in China. By analyzing the influencing factors of customer information service in car enterprises of our country, a complete customer information service system is established. This system includes the basic framework and content module of information service model, information service system. Finally, how to guarantee the operation of customer information service system is given. At the end of this paper, combining practice with theory, by analyzing how FAW-Volkswagen's customer relationship management department operates customer information service system, The current situation and problems of customer information service system and the suggestion of reasonable modification and perfection of customer information service system is how to carry out the function of customer information service system smoothly under the guarantee of customer relationship management, so as to make it play its most effective role. For FAW Volkswagen to stand firm in the market competition to provide reasonable advice and help.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471;G252

【参考文献】