高档品牌轿车用户服务满意度提升策略研究

发布时间：2018-08-18 18:41

【摘要】： 目前的汽车在中国逐渐走入市场经济导向阶段,用户开始作为上帝的观念广为接受,用户的要求也从保证产品质量提升到产品整个生命周期的服务需求层面,对企业经营战略而言,是一个进入服务制胜的时代。A轿车品牌就是在此策略的指导下,通过对A品牌轿车经销商形象分析调研的方式,并对调研结果进行系统的分析,发现存在的问题,实现不断改进。A品牌轿车作为首个在国内市场生产、销售的国际化高档品牌轿车,十几年来在提升用户满意度方面做了大量扎实、有效的工作,日益确立其“中国整车第一服务品牌”的市场地位。 A品牌轿车为了保持品牌形象和品牌的满意度,必须进行服务策略的变革。只有通过科学的、严谨的调研方法及流程,才能保证调研数据的真实、准确。由过去的经销商形象分析调研(DIA)到真正的用户满意度调研(CSS),实现于国际市场的接轨并参与到国际市场的排名中。同时为了弥补CSS调研的不足,同时进行飞行检查调研,并在维修服务上实现全球服务标准化、服务个性化等服务策略,使A品牌轿车品牌继续保持满意度领先的地位。真正做到“知己知彼”,以便有针对性地制订提高用户满意度的方法,这才是用户满意度调研的真正意义。
[Abstract]:At present, the automobile in China has gradually entered the stage of market economy orientation, and the concept of the user as God has been widely accepted, and the requirements of the user have also been raised from ensuring the quality of the product to the service demand level of the whole life cycle of the product. As far as enterprise management strategy is concerned, it is an era in which service wins. A car brand is under the guidance of this strategy, through the analysis and investigation of the image of brand A car dealers, and the results of the investigation are systematically analyzed. Finding the existing problems, realizing the continuous improvement of the .A brand car as the first international high-grade brand car to be produced and sold in the domestic market, has done a lot of solid and effective work in improving customer satisfaction over the past ten years. In order to maintain the brand image and the satisfaction of the brand, the service strategy of brand A sedan must be reformed. Only through scientific and rigorous research methods and processes can we guarantee the truth and accuracy of the survey data. From the past dealer image analysis research (DIA) to the real customer satisfaction research (CSS), realized in the international market connection and participated in the international market rank. At the same time, in order to make up for the deficiency of CSS research, and carry on the flight inspection investigation, and realize the service strategy of global service standardization and service individuation in the maintenance service, make brand A car brand continue to maintain the leading position of satisfaction degree. It is the real meaning of research on user satisfaction to do "know oneself and know the enemy" so as to formulate the method to improve the user satisfaction.
【学位授予单位】：天津大学
【学位级别】：硕士
【学位授予年份】：2009
【分类号】：F273.2;F426.471

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