上汽集团乘用车公司售后服务体系研究

发布时间：2018-02-09 14:25

本文关键词： 售后服务环境分析 SERVQUAL SWOT 策略实施策略保障　出处：《复旦大学》2013年硕士论文　论文类型：学位论文

【摘要】：本文以上汽集团乘用车公司售后服务体系为研究对象,分析其前期发展和目前状态,并对未来发展策略提出建议。售后服务体系作为上汽集团乘用车公司营销服务的重要一环,不但能够为企业带来丰厚利润,同时还能帮助企业在竞争激烈的乘用车市场提升竞争力,因此运营良好的售后服务体系已成为企业塑造自主品牌,实现战略的关键因素。本文从国内汽车售后服务体系发展概况入手,介绍总结了国内外汽车售后服务发展历程、运作的模式及特点、与汽车相关法律法规的实施、汽车服务业运营的新模式以及汽车售后服务人才培养形式。在对上汽集团乘用车公司售后服务体系的PEST外部环境深入分析中,首先确定上汽集团乘用车企业现状和发展战略,其次分析包括政治、经济、社会文化和技术的宏观环境,通过分析发现在目前所处的大环境下,上汽集团乘用车售后服务体系拥有比较良好的发展机遇；同时在对上汽集团乘用车公司售后服务体系内部环境的分析中也发现,虽然其内部资源具有一定优势,但是经过SERVQUAL服务质量评估发现,其实际客户感知还是存在诸多不足。总结上汽集团乘用车公司内、外环境,通过运用SWOT的策略评估分析方法对其发展策略作进一步分析和选择,笔者认为上汽集团乘用车公司售后服务体系应该利用既有的资源优势,通过差异化竞争策略,通过强化内部管理,注重售后服务品牌建设,发展差异化服务产品,提高自身服务和技术质量等手段实施。在制定发展策略的同时,笔者也从组织机构优化、人才培养和激励机制等方面系统提出策略实施的保障措施,以提升其在日益激烈的市场竞争中的竞争优势。总之,完善售后服务组织,提升售后服务能力,实施服务竞争策略应该是上汽集团乘用车公司售后服务体系的重要任务。
[Abstract]:This paper takes the after-sales service system of SAIC Group passenger car Company as the research object, analyzes its early development and current status, and puts forward some suggestions for the future development strategy. The after-sales service system is an important part of the marketing service of SAIC passenger car Company. It can not only bring huge profits for enterprises, but also help enterprises to enhance their competitiveness in the highly competitive passenger car market. Therefore, the well-run after-sales service system has become an enterprise to shape its own brand. Starting with the development of domestic automobile after-sales service system, this paper introduces the development course, operation mode and characteristics of domestic automobile after-sales service, and the implementation of laws and regulations related to automobile. In the deep analysis of the PEST external environment of the after-sales service system of SAIC Group, firstly, the present situation and development strategy of SAIC passenger vehicle enterprise are determined. Secondly, the macro environment including politics, economy, social culture and technology is analyzed. It is found that the after-sales service system of SAIC passenger car has a good development opportunity under the current environment. At the same time, in the analysis of the internal environment of the after-sales service system of SAIC passenger car Company, it is also found that although its internal resources have some advantages, it is found through the SERVQUAL service quality evaluation. There are still many shortcomings in its actual customer perception. This paper summarizes the internal and external environment of SAIC passenger car Company, and makes further analysis and selection of its development strategy by using SWOT's strategy evaluation and analysis method. The author thinks that the after-sales service system of SAIC passenger car company should make use of the existing resource advantage, through the strategy of differentiation competition, through strengthening the internal management, paying attention to the brand construction of after-sales service, and developing the differentiated service products. At the same time, the author also puts forward the safeguard measures of the strategy implementation from the aspects of organizational optimization, talent training and incentive mechanism, etc. In order to improve its competitive advantage in the increasingly fierce market competition. In a word, it is an important task for SAIC passenger car company to perfect after-sales service organization, enhance after-sales service ability and implement service competition strategy.
【学位授予单位】：复旦大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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