汽车售后市场的满意度影响因素研究
发布时间：2019-03-12 21:03
【摘要】：在过去的十年中,我国的汽车企业及其4s店经销商如雨后春笋般地突起,各大汽车厂商都在这一行业大爆发中获得了一杯羹。汽车进入平常百姓家已经不再是天方夜谭。但随着我国汽车保有量的逐年增长,汽车行业在中国从井喷式的发展逐渐进入了平稳式的发展阶段。这是一次挑战也是一个机遇,汽车企业如何在稳步增长的市场环境下去获得更高的利润、吸引更多的客户、建立更好的品牌形象必将成为未来汽车企业无法逃避的问题。 毋庸置疑,在整个购车过程中,顾客满意度的高低直接影响这企业营销的成败,而在整个用车体验过程中,顾客满意度的好坏无疑成为企业能否长期持续发展的关键。对于当下中国汽车企业而言,只有拥有了顾客售后高满意度的支持后,企业才能够在平稳发展阶段的激烈竞争中傲视群雄,将顾客牢牢地吸引住。 本文将通过对文献进行归纳总结,为本领域的研究提供参考,并构建相关满意度影响因素模型进行实证研究,使汽车企业充分认识到售后市场满意度中各因素间的关系。同时,本文将采用调研咨询法、问卷调查法、文献研究法、数理统计分析法等方法对汽车售后市场满意度影响因素的变量进行分析和验证,对研究进行客观的总结,结合现存问题为汽车企业提供相应的意见及建议,帮助汽车企业在平稳增长期中获得更好的发展。
[Abstract]:Over the past decade, auto companies and their 4s dealerships have sprung up in China, and all the big automakers have got a piece of it in the explosion of the industry. It is no longer impossible for cars to enter ordinary people's homes. However, with the increase of automobile ownership in China, the automobile industry in China has gradually entered the stage of flat development from blowout type. This is a challenge as well as an opportunity. How to obtain higher profits, attract more customers and establish a better brand image in the steady growth of the market environment will become an unavoidable problem for automobile enterprises in the future. There is no doubt that the level of customer satisfaction has a direct impact on the success or failure of marketing in the whole process of car purchase, and in the whole experience of car use, the quality of customer satisfaction has undoubtedly become the key to the long-term sustainable development of the enterprise. As far as Chinese automobile enterprises are concerned, only with the support of high customer satisfaction after sale can the enterprises be able to stand out in the fierce competition in the stable development stage and attract the customers firmly. Through summarizing the literature, this paper will provide reference for the research in this field, and construct the relevant model of influencing factors of satisfaction for empirical research, so that automobile enterprises can fully understand the relationship between the factors in the after-sale market satisfaction. At the same time, this paper will use the methods of investigation and consultation, questionnaire survey, literature research, mathematical statistics analysis and other methods to analyze and verify the variables of the influencing factors of automobile after-sale market satisfaction, and make an objective summary of the research. Combined with the existing problems, this paper provides corresponding suggestions and suggestions for automobile enterprises to help them get better development in the stable growth period.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
本文编号：2439150
[Abstract]:Over the past decade, auto companies and their 4s dealerships have sprung up in China, and all the big automakers have got a piece of it in the explosion of the industry. It is no longer impossible for cars to enter ordinary people's homes. However, with the increase of automobile ownership in China, the automobile industry in China has gradually entered the stage of flat development from blowout type. This is a challenge as well as an opportunity. How to obtain higher profits, attract more customers and establish a better brand image in the steady growth of the market environment will become an unavoidable problem for automobile enterprises in the future. There is no doubt that the level of customer satisfaction has a direct impact on the success or failure of marketing in the whole process of car purchase, and in the whole experience of car use, the quality of customer satisfaction has undoubtedly become the key to the long-term sustainable development of the enterprise. As far as Chinese automobile enterprises are concerned, only with the support of high customer satisfaction after sale can the enterprises be able to stand out in the fierce competition in the stable development stage and attract the customers firmly. Through summarizing the literature, this paper will provide reference for the research in this field, and construct the relevant model of influencing factors of satisfaction for empirical research, so that automobile enterprises can fully understand the relationship between the factors in the after-sale market satisfaction. At the same time, this paper will use the methods of investigation and consultation, questionnaire survey, literature research, mathematical statistics analysis and other methods to analyze and verify the variables of the influencing factors of automobile after-sale market satisfaction, and make an objective summary of the research. Combined with the existing problems, this paper provides corresponding suggestions and suggestions for automobile enterprises to help them get better development in the stable growth period.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471
【参考文献】
相关期刊论文 前2条
1 贾新明;田澎;张新安;;顾客满意度指数标准化处理方法的改进[J];工业工程与管理;2007年01期
2 朱杰;李溥;裴存强;卢继春;;汽车服务企业顾客忠诚驱动机制研究[J];武汉理工大学学报(信息与管理工程版);2008年06期
，本文编号：2439150
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