开利空调北京地区售后服务运营管理综合改进研究

发布时间：2018-01-22 08:42

本文关键词： 中央空调售后服务运营改进　出处：《北京工业大学》2015年硕士论文　论文类型：学位论文

【摘要】：自上世纪80年代后期随着国内经济的快速发展和人民群众生活水平的快速提高,我国的中央空调市场也呈现出爆发性的增长,并快速形成了以外资三大品牌为核心,众多国内和国外品牌参与的市场结构。经过了最近二十年的超高速发展,中国经济开始进入结构调整期,以往拉动我国经济发展的一个主要拉动力,基本建设投资尤其是其中的大中型工业、商业与公共建筑,与之密切相关的大型中央空调行业市场也渐趋饱和,市场增长速度也开始出现回落。而且,随着国内家用空调行业厂家的加入,这个行业的竞争者不断增加,行业竞争日趋激烈,行业利润率也在逐步下降。与此同时,在北京等最早开始大规模采用中央空调系统的经济发达地区,却又迎来了另外一个规模庞大且增长迅速的空调设备维保、更新与改造市场。在此前,传统大型中央空调设备公司在这些地区为自己积累下来大量的用户和在用设备。在这些地区积极发展扩大自己的售后服务业务,为企业打造新的业务和利润增长点,进而获取设备更新所带来的二次销售机会以及系统改造业务,已经成为了各主要厂家在大型中央空调市场下一步的市场竞争中的关键因素,而开利公司现有的售后服务业务却面临着一系列问题和挑战,严重影响公司在这一领域的市场竞争力。通过在该行业二十多年的从业经验,结合战略管理和市场营销与服务营销管理方面的相关理论,以开利空调公司售后服务业务的运营管理状况作为研究对象,通过分析公司近年来的经营状况以及售后服务业务中存的困难并对问题的根源进行了深入探讨,主要对公司现有服务业务管理模式与成本考核结算方式、客户管理机制以及零部件的供应和库存等方面有针对性地提出改进和实施方案,并提出了利用开利公司在中央空调物联网技术上的优势在远程服务业务中寻求新的业务增长点,以期改进现有服务业务的营销管理,提高公司售后服务业务运营能力,为公司在北京地区日后的整体业务发展和市场竞争打下良好基础。
[Abstract]:Since -20s, with the rapid development of domestic economy and the rapid improvement of people's living standard, the central air conditioning market of our country has also shown explosive growth. And the rapid formation of the three major foreign brands as the core, many domestic and foreign brands to participate in the market structure. After the last two decades of ultra-fast development, China's economy began to enter the structural adjustment period. In the past, capital construction investment, especially the large and medium-sized industry, commercial and public buildings, which is closely related to the large central air conditioning industry market, is becoming more and more saturated. Market growth rate also began to decline. Moreover, with the domestic household air conditioning industry manufacturers join, the industry competitors continue to increase, the industry competition is becoming increasingly fierce. Profit margins in the industry are also declining. At the same time, in economically developed regions such as Beijing, where large-scale central air conditioning systems have been introduced on a large scale, yet another large and rapidly growing air conditioning equipment maintenance and maintenance has been ushered in. Before this, the traditional large central air conditioning equipment companies accumulated a large number of users and in use equipment for themselves in these areas, and actively developed and expanded their after-sales service business in these areas. For the enterprise to create new business and profit growth point, and then access to the secondary sales opportunities brought by equipment renewal and system transformation business. It has become a key factor in the next step of market competition for major manufacturers in the large central air conditioning market, but the existing after-sales service business of Kaili is facing a series of problems and challenges. Through more than 20 years of experience in the industry, combined with strategic management and marketing and service marketing management related theories. Taking the operation and management of after-sales service of Kaili Air conditioning Company as the research object, this paper analyzes the operating situation of the company in recent years and the difficulties in the after-sales service business, and probes into the root cause of the problem. Mainly to the company's existing service business management mode and cost assessment and settlement mode, customer management mechanism, parts supply and inventory and other aspects of targeted improvement and implementation plan. And put forward to use the advantage of Kaili Company in the central air conditioning Internet of things technology to seek new business growth point in the remote service business, in order to improve the marketing management of the existing service business. Improve the after-sales service business operation ability for the company in Beijing in the future business development and market competition lay a good foundation.
【学位授予单位】：北京工业大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.6;F274

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