汽车售后服务质量提升对策研究

发布时间：2018-04-01 14:07

本文选题：汽车售后服务质量　切入点：服务流程　出处：《东北师范大学》2015年硕士论文

【摘要】：改革开放三十多年以来,中国经济持续高速增长至今,作为地位和身份的像征的汽车已开始大量进入家庭。1999年后,汽车品牌经销商在中国成为零售业当中一道闪亮的风景。汽车经销商之间的市场竞争也逐渐变得激烈异常。为了确保汽车经销商企业不被竞争所淘汰,对汽车经销商的服务营销策略研究显得极为紧迫。通过对汽车经销商的探索分析发现,汽车经销商除了加强售后服务丰富利润收入之外,扩大规模效益和稳定的顾客群体,为顾客提供优质的售后服务也成了目前汽车经销商企业可持续发展的主要途径。虽然售后服务质量的现状在一定的范围内对汽车经销商的运营没有太大影响,但是在拼服务和拼软环境取胜的市场环境下,低劣的服务质量会给汽车经销商的长期经营带来较大的负担,一方面会影响目前的整体的对外形象,另一方面会影响汽车品牌和经销商未来的共同发展。因此,提升现有汽车售后服务质量并进一步改善具是有一定的现实意义的。通过对汽车经销商售后服务行业的发展现状和前景的分析,从而了解了售后服务质量在整个汽车经销商运营的重要性,以及低劣的服务质量对客户满意度的影响和市场营销范围带来的负面影响。以服务质量管理理论、企业战略管理理论和市场营销管理的相关理论为基础,对汽车售后服务现状进行分析,并针对这些服务质量问题的原因量体裁衣地提出了适合YD公司发展现状的解决方案。服务是汽车经销商企业的首要资源,企业必须认识到建立服务流程和完善服务人员培养的成本要远高于亡羊补牢和重新建立销售关系这一道理。因此努力塑造一个硬件环境和软件环境都过硬的服务型企业,建立和完善服务体系,开发专业型服务人才,培育良好的企业文化和氛围,这才是从根本上吸引顾客和增加经销商整体收入的唯一途径。顺应时代要求的汽车售后服务质量的提升,是保证汽车经销商在行业竞争中保持领先的地位,并达成汽车经销商可持续发展的目标。
[Abstract]:Since the reform and opening up more than 30 years ago, China's economy has continued to grow at a high speed. Since then, as a symbol of status and status, cars have begun to enter the family in large numbers. After 1999, Auto dealerships have become a shining sight in the retail industry in China. The market competition among auto dealers has become increasingly fierce and unusual. To ensure that auto dealership enterprises are not eliminated by competition, It is very urgent to study the service marketing strategy of automobile dealers. Through the exploration and analysis of automobile dealers, it is found that automobile dealers not only strengthen after-sales service to enrich profit income, but also expand the group of customers with economies of scale and stability. Providing high quality after-sales service to customers has also become the main way for the sustainable development of automobile dealer enterprises. Although the present situation of after-sales service quality does not have much influence on the operation of automobile dealers within a certain range, However, in the market environment where service and soft environment win, poor service quality will bring a greater burden to the long-term operation of automobile dealers. On the one hand, it will affect the overall external image of the car dealers. On the other hand, it will affect the future development of automobile brands and dealers. It is of certain practical significance to improve the quality of automobile after-sales service and to further improve the quality of after-sales service. Through the analysis of the development status and prospects of the after-sales service industry of automobile dealers, In order to understand the importance of after-sales service quality in the operation of automobile dealers, the influence of poor service quality on customer satisfaction and the negative impact of marketing scope, and the theory of service quality management, Based on the theories of enterprise strategic management and marketing management, the present situation of automobile after-sales service is analyzed. Aiming at the causes of these service quality problems, the paper puts forward a solution suitable for YD company's development. Service is the primary resource of automobile dealer enterprise. Enterprises must realize that the cost of establishing service processes and improving the training of service personnel is much higher than that of repairing and re-establishing sales relationships. Therefore, efforts are made to create a service enterprise with a strong hardware and software environment, To establish and improve the service system, to develop professional service personnel, to foster a good corporate culture and atmosphere, This is the only way to fundamentally attract customers and increase the overall revenue of dealers. The improvement of the quality of automobile after-sales service in accordance with the requirements of the times is to ensure that car dealers maintain a leading position in the competition in the industry. And achieve the goal of sustainable development of auto dealers.
【学位授予单位】：东北师范大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471

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