江淮汽车经销商的顾客满意度提升策略研究
发布时间：2018-09-03 17:53
【摘要】：随着近年来中国经济的飞速发展,国内的汽车市场也经历着一个缓慢而曲折的成长过程——从无到有,从有到不断发展。短短30年的时间,中国的汽车行业已经接近发达国家70年的发展历程。如此飞速的增长,使得不同的汽车品牌陆续开始关注客户资源,客户忠诚度以及客户的满意程度,并且不断改进和完善产业营销方式,从而抢占市场,获取更多的客户资源。 本文通过对顾客满意度的相关定义进行研究,并从江淮汽车品牌的发展实际出发,通过江淮汽车品牌与其他的品牌满意度现状及差距,江淮汽车经销商运营能力概况和销售服务情况以及江淮汽车品牌顾客满意度的模型及测量体系分析,找出江淮汽车在销售服务各个环节顾客满意度问题表现,并根据分析结果对顾客满意度提升方向和具体措施提出建议。本文各个章节的内容大致安排如下：第一章：介绍了提高顾客满意度对于本文所研究的企业的重要意义,进一步阐述本文的总体研究背景,以及采用什么样的研究方法。第二章：进一步阐述关于销售服务的满意程度的基本概念,并汇总关于如何测量销售服务满意程度的理论研究。第三章：对江淮汽车顾客满意度现状及问题进行分析。第四章：对江淮汽车品牌顾客满意度提升导向下的管理提升策略提出建议。
[Abstract]:With the rapid development of China's economy in recent years, the domestic automobile market has also experienced a slow and tortuous growth process-from scratch, from existence to continuous development. In a short time of 30 years, China's auto industry has been close to the developed countries 70 years of development process. With such rapid growth, different automobile brands begin to pay attention to customer resources, customer loyalty and customer satisfaction, and constantly improve and improve the industrial marketing methods, thus occupy the market and obtain more customer resources. Based on the research of the definition of customer satisfaction, and the actual development of Jianghuai automobile brand, the present situation and gap between Jianghuai automobile brand and other brand satisfaction are discussed in this paper. The general situation of Jianghuai automobile dealer's operation ability, the situation of sales service and the analysis of the model and measurement system of JAC automobile brand customer satisfaction, and find out the performance of JAC automobile's customer satisfaction in every link of sales service. According to the results of the analysis, the direction of customer satisfaction and specific measures are suggested. The content of each chapter is arranged as follows: chapter 1: introduce the significance of improving customer satisfaction for the enterprises studied in this paper, further elaborate the overall research background of this paper, and what research methods to adopt. Chapter 2: the basic concept of satisfaction degree of sales service is further expounded, and the theoretical research on how to measure the satisfaction degree of sales service is summarized. The third chapter analyzes the current situation and problems of the customer satisfaction of JAC. The fourth chapter: to the Jianghuai automobile brand customer satisfaction promotion guidance under the management promotion strategy proposed.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
本文编号：2220733
[Abstract]:With the rapid development of China's economy in recent years, the domestic automobile market has also experienced a slow and tortuous growth process-from scratch, from existence to continuous development. In a short time of 30 years, China's auto industry has been close to the developed countries 70 years of development process. With such rapid growth, different automobile brands begin to pay attention to customer resources, customer loyalty and customer satisfaction, and constantly improve and improve the industrial marketing methods, thus occupy the market and obtain more customer resources. Based on the research of the definition of customer satisfaction, and the actual development of Jianghuai automobile brand, the present situation and gap between Jianghuai automobile brand and other brand satisfaction are discussed in this paper. The general situation of Jianghuai automobile dealer's operation ability, the situation of sales service and the analysis of the model and measurement system of JAC automobile brand customer satisfaction, and find out the performance of JAC automobile's customer satisfaction in every link of sales service. According to the results of the analysis, the direction of customer satisfaction and specific measures are suggested. The content of each chapter is arranged as follows: chapter 1: introduce the significance of improving customer satisfaction for the enterprises studied in this paper, further elaborate the overall research background of this paper, and what research methods to adopt. Chapter 2: the basic concept of satisfaction degree of sales service is further expounded, and the theoretical research on how to measure the satisfaction degree of sales service is summarized. The third chapter analyzes the current situation and problems of the customer satisfaction of JAC. The fourth chapter: to the Jianghuai automobile brand customer satisfaction promotion guidance under the management promotion strategy proposed.
【学位授予单位】：昆明理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
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