K企业家电延保服务研究

发布时间：2018-07-10 12:24

本文选题：家电延保 + 服务营销　；参考：《电子科技大学》2014年硕士论文

【摘要】：延保服务最早起源与美国,2006年被引进到国内。在欧美发达国家,延保的接受度较高、交易规模巨大。但在国内,延保服务才刚刚起步,消费者认知度较低,但潜在的市场规模巨大,如延保购买率达到欧美水平,仅家电领域每年有上百亿元的市场规模。国内从事家电延保服务的企业越来越多,但形成品牌效应、被消费者广泛认知的企业不多;且国内关于延保服务的性质认定,监管等都还不成熟,不利于市场的健康发展。K企业作为一家全国性家电售后服务连锁企业,其延保服务业务发展迅速。K企业有家电制造商的背景,且自行销售延保服务,具有强大的维修服务兑现能力。在典型的延保模式中,K企业基本上覆盖所有主要的环节。本文通过文献综述、现场访谈、企业内部材料分析等方法,厘清延保业务的各个环节和运作模式等;通过分析K企业的延保产品开发和销售过程,可以对延保产品类型、延保服务定价、服务兑现规划、影响延保产品的核心因素、渠道选择、企业内部管理平台、销售人员管理方面进行系统的总结,给其他延保企业提供借鉴。目前互联网、物联网、家电智能、大数据技术等发展迅猛,影响着实体产品的产品设计、营销模式、渠道选择、售后管理等。延保服务作为实体产品的附属服务产品,也会受到新技术的影响。本人通过分析K企业的延保业务存在的问题,对延保未来影响延保服务的因素进行总结并提出建议。
[Abstract]:Extended guarantee service originated from the United States and was introduced into China in 2006. In the developed countries of Europe and America, the acceptance of extension guarantee is high and the scale of transaction is huge. However, in China, the extended insurance service has just started, and consumers have low awareness, but the potential market scale is huge, such as the purchase rate of extended insurance reaches the level of Europe and the United States, and only the household appliances field has a market scale of 10 billion yuan a year. There are more and more enterprises engaged in extended insurance services for household appliances in China, but there are not many enterprises with brand effects that are widely recognized by consumers; and domestic enterprises regarding the nature of extension insurance services are still immature in terms of their nature, supervision, and so on. As a nationwide after-sales service chain enterprise for household appliances, its extended insurance service business has developed rapidly. K enterprises have the background of home appliance manufacturers and sell extended insurance services on their own. Strong maintenance service delivery ability. In the typical extended guarantee mode, K enterprises cover almost all the main links. Through literature review, on-the-spot interviews, internal material analysis and other methods, this paper clarifies the various links and operation modes of extension insurance business, and analyzes the development and sales process of extended insurance products in K enterprises, which can be used to analyze the types of extended insurance products. The pricing of extension insurance service, the planning of service delivery, the core factors affecting the product of extension insurance, the selection of channels, the internal management platform of the enterprise and the management of sales personnel are systematically summarized, which can be used for reference by other extension insurance enterprises. At present, the Internet of things, Internet of things, home appliance intelligence, big data technology and other rapid development, affect the physical product design, marketing model, channel selection, after-sales management, and so on. As a subsidiary service of physical products, extension service will also be affected by new technology. By analyzing the problems existing in the extended insurance service of K enterprise, I summarize the factors that affect the extended insurance service in the future and put forward some suggestions.
【学位授予单位】：电子科技大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.6

【参考文献】