RD英菲尼迪汽车4S店客户关系管理研究

发布时间：2018-02-09 06:12

本文关键词： 英菲尼迪售前客户关系管理售中客户关系管理售后客户关系管理　出处：《宁夏大学》2017年硕士论文　论文类型：学位论文

【摘要】：近几年来,国民经济的持续增长彰显国内对汽车使用需求的旺盛,英菲尼迪作为豪华汽车品牌,自2007年进入中国市场以来,表现出色。当前,在国内汽车行业越趋成熟的阶段,发展4S店客户关系管理,从根源上做好客户服务工作,可有效提高4S店的核心竞争力,是国内4S店长期稳定发展的根本举措。RD英菲尼迪4S店作为英菲尼迪全国CRM样板店,近年来,积极参与探索客户关系管理对于汽车4S店的发展,取得了一定的成效。本论文以RD英菲尼迪汽车4S店为研究对象,以客户关系管理理论,客户生命周期理论、客户资产管理理论及客户终身价值理论为指导,运用文献研究法,梳理了 4S店客户关系管理的研究成果,为本研究奠定基础。运用访谈法,与客户关系管理相关负责人进行访谈,总结目前RD英菲尼迪客户关系管理目前存在的问题,并对问题进行相关分析,探讨解决问题的方法。运用问卷调查法从客户关系管理的三个方面对客户的售前、售中、售后三个阶段进行调查,诊断客户关系管理存在的问题。从客户分类、销售漏斗的使用、内部培训制度、微服务计划、圈层营销及会员卡业务等方面对RD英菲尼迪客户关系管理工作提出了改进策略。为推进RD英菲尼迪4S店客户关系管理工作提供一些思路和帮助。
[Abstract]:In recent years, the sustained growth of the national economy has highlighted the exuberant domestic demand for the use of cars. Infiniti, as a luxury car brand, has performed well since it entered the Chinese market in 2007. At present, the domestic auto industry is becoming more and more mature. The development of 4S store customer relationship management and customer service work from the root can effectively improve the core competitiveness of 4S store. It is the fundamental measure of long-term and stable development of domestic 4S store. Rd Infiniti 4S store serves as Infiniti national CRM model store. In recent years, active participation in the exploration of customer relationship management for the development of automotive 4S stores, has achieved some results. This paper takes R D Infiniti Automobile 4S store as the research object, customer relationship management theory, customer life cycle theory, Under the guidance of the theory of customer asset management and the theory of customer lifetime value, this paper combs the research results of customer relationship management in 4S store by using literature research method, which lays a foundation for this study. Interview with the responsible person in charge of customer relationship management, summarize the current problems of R D Infiniti customer relationship management, and carry on the related analysis to the problem, The methods to solve the problem are discussed. The method of questionnaire survey is used to investigate the three stages of customer relationship management before, during and after sale, and to diagnose the existing problems of customer relationship management. Use of sales funnel, internal training system, microservice plan, Circle marketing, membership card business and other aspects of R D Infiniti customer relationship management proposed improvement strategies for the promotion of R D Infiniti 4Sshop customer relationship management work to provide some ideas and help.
【学位授予单位】：宁夏大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F274;F426.471

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