基于客户满意度的品牌认证二手车市场策略研究

发布时间：2018-07-02 13:24

本文选题：品牌 + 认证二手车　；参考：《长安大学》2013年硕士论文

【摘要】：论文以消费者价值理论，客户满意理论，品牌理论及核心竞争力理论为基础，从品牌认证二手车自身的特点出发分析了其在二手车市场竞争中的优势及劣势。分析了品牌认证二手车在国内的发展情况，同时，针对国内品牌认证二手车客户满意度较低的情况，论文构建了客户满意度的评价指标体系，并对客户满意度评价方法的选用进行了分析和探讨。在查阅大量资料，征求多名二手车业内专家意见及到部分品牌二手车企业进行调研的基础上，本着选取评价指标的可行性原则，建立了品牌认证二手车客户满意度评价体系。评价指标体系围绕认证二手车客户满意度指标建立了6个二级指标和25个三级指标。在对评价指标进行赋权的过程中，通过对AHP方法和G1法进行比较，最终采用了比较适合客户满意度评价指标的主观赋权法中的G1法，进行了专家咨询，通过分析计算确定了各个指标的权重系数。笔者在获取调查数据时采用匿名问卷调查的方式，以东风雪铁龙龙信品牌认证二手车为例，随机选取了100名龙信认证二手车客户为调查对象进行满意度（很满意为100分，完全不满意为0分）调查，调查结果显示客户总体满意度较低为77.297分。同时，调查结果还显示出客户满意度指数最低的指标是销售服务态度仅为61.8分，其次是售后保修服务63.3分，购车成本和服务费用分别为69.7分和75.2分，销售人员的专业程度也只有73.7分。通过调查反应出目前我国的品牌认证二手车在服务人员的服务能力包括服务态度、专业程度、服务规范性等方面有待提高；同时在售后保修方面包括保修政策、流程解释，保修范围确定、服务态度及服务及时性方面满意度较低，需要改善。对上述调查结果分析不难发现服务人员的服务能力及售后保修服务本应是认证二手车的主要优势，但因这两方面在实际当中的执行力度不够导致客户满意度较低。因此论文最后针对认证二手车客户满意度低的主要原因提出了一些解决方案，如通过完善企业内部培训体系和加大培训力度提升服务人员能力及规范业务流程；通过售前、售中及售后服务过程中和客户的有效沟通及及时兑现保修服务承诺等策略的实施提高客户满意度，从而提高品牌认证二手车在整个二手车市场中的竞争力。最后笔者将上述调查结果反馈给东风雪铁龙成都某经销商龙信二手车部的负责人，在得到该企业领导的同意与支持下，利用论文所提出的整改建议和措施，经过半年的试点之后对该企业的认证二手车客户进行满意度调查，，将调查结果与之前的比较，发现客户总体满意度有所上升，同时销售服务、售后保修服务、专业程度及服务费用方面的指标得分也有明显上升。这说明论文所提的建议和措施确实对提高认证二手车客户满意度有一定的作用，可以在整个品牌认证二手车企业进行推广。
[Abstract]:Based on the consumer value theory, customer satisfaction theory, brand theory and core competitiveness theory, this paper analyzes the advantages and disadvantages of second-hand car brand certification in the second-hand car market competition. This paper analyzes the development of brand certified second-hand car in China, at the same time, aiming at the low customer satisfaction degree of domestic brand certification second-hand car, the paper constructs the evaluation index system of customer satisfaction. The selection of customer satisfaction evaluation method is analyzed and discussed. On the basis of consulting a large number of information, soliciting the opinions of many used car industry experts and investigating some brand used car enterprises, based on the feasibility principle of selecting evaluation index, the evaluation system of customer satisfaction degree of brand certification used car is established. The evaluation index system establishes 6 secondary indexes and 25 third grade indexes around the customer satisfaction index of certified used car. In the process of weighting the evaluation index, through the comparison of AHP method and G1 method, the G1 method of subjective weighting method, which is suitable for the evaluation index of customer satisfaction degree, is adopted, and the expert consultation is carried out. The weight coefficient of each index is determined by analysis and calculation. Taking Dongfeng Citroen brand certified second-hand car as an example, the author selected 100 second-hand car customers (100 points of satisfaction) randomly. The survey showed that the overall customer satisfaction was 77.297. At the same time, the results also show that the lowest index of customer satisfaction index is that the sales service attitude is only 61.8, the after-sale warranty service is 63.3, the cost of car purchase and service cost are 69.7 and 75.2, respectively. Salespeople are also only 73.7 points professional. Through the investigation, we can see that the service ability of our country's brand certified second-hand car in service personnel needs to be improved in terms of service attitude, professionalism, service standardization, etc. At the same time, the after-sale warranty includes warranty policy, process explanation, etc. The scope of warranty, service attitude and service timeliness satisfaction is low, need to be improved. It is not difficult to find out that the service ability of service personnel and after-sale warranty service should be the main advantage of certified second-hand car, but the implementation of these two aspects in practice leads to low customer satisfaction. Therefore, the paper finally puts forward some solutions to the low customer satisfaction of the certified second-hand car, such as improving the internal training system of enterprises and increasing the training efforts to enhance the ability of service personnel and standardize the business process; through the pre-sale, Effective communication with customers in the process of sale and after-sales service, timely implementation of warranty service commitments and other strategies to improve customer satisfaction, so as to enhance the brand certification second-hand car in the whole second-hand car market competitiveness. Finally, the author feedback the above investigation results to the person in charge of the used car department of Longxin, a dealer in Chengdu, Dongfeng Citroen. With the consent and support of the enterprise leader, the author makes use of the suggestions and measures put forward in the paper. After half a year's pilot, we conducted a survey on the satisfaction of the enterprise's certified second-hand car customers. Comparing the results with the previous ones, we found that the overall satisfaction of the customers has increased, and at the same time, the sales services, after-sale warranty services, There was also a marked increase in the level of professionalism and the cost of services. This shows that the suggestions and measures put forward in the paper do play a role in improving the customer satisfaction of certified used cars and can be popularized in the whole brand certification used car enterprises.
【学位授予单位】：长安大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.471

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