一汽马自达售后服务质量提升策略研究

发布时间：2018-03-24 20:06

本文选题：中国汽车市场　切入点：售后服务质量　出处：《吉林大学》2017年硕士论文

【摘要】：中国汽车市场近年来取得了快速发展,产销量连续七年蝉联全球第一。保有量巨大且车龄较低的特点为汽车后市场带来了巨大生机、活力及盈利空间。中国汽车后市场总规模2015年底已经达到8000亿元。高速增长的汽车后市场越来越受到国家管理部门、汽车主机厂和相关业态从业者的重视。除了传统的品牌4S店、社会修理厂业态,越来越多的连锁维修、互联网O2O服务也来分食汽车后市场的蛋糕,品牌4S店的售后服务市场份额正在逐步被蚕食。良好的售后服务对于汽车主机厂越发具有战略意义。其能够给予顾客良好的服务体验,稳定顾客基盘,为品牌4S店提供持续的利润来源,有助于4S店网络稳定。同时,良好的售后服务质量会促进老顾客口碑,为品牌积累大量的转介绍、再购和增购机会,促进新车销售。目前,一汽马自达顾客保有量已经突破百万。本文从汽车售后行业发展状况、一汽马自达售后服务现存问题识别入手,综合运用文献研究、调查、定量定性分析等研究手段,提出一汽马自达售后服务质量提升策略及改善方案。全文共分为四个部分:第一部分,通过对中国汽车市场现状及发展趋势的剖析、国内外成熟汽车后市场的现状分析,得出对中国汽车售后服务市场前景的乐观判断,明确本文的研究背景、意义、内容、方法及相关理论。第二部分,简介一汽马自达及售后服务体系现状,分析识别售后服务体系现存的核心问题。第三部分,结合服务质量差距模型,对一汽马自达售后服务质量的核心影响因素进行分析。第四部分,明确一汽马自达售后服务质量提升策略,从管理者认知、服务质量标准、服务传递、营销沟通四个方面明确提升策略及路径。
[Abstract]:The Chinese automobile market has made rapid development in recent years, and the production and sales volume has been ranked first in the world for the seventh consecutive year. The total size of China's rear auto market has reached 800 billion yuan by the end of 2015. In addition to the traditional brand 4S shop, social repair factory format, more and more chain maintenance, Internet O2O services also share the cake of the car market. The after-sales service market share of the brand 4S store is gradually being eroded. Good after-sales service is more and more strategic for the automobile mainframe factory. It can give customers a good service experience and stabilize the customer base. To provide a continuous source of profits for the brand 4S stores, contribute to the stability of the 4S store network. At the same time, good after-sales service quality will promote the reputation of the old customers, accumulate a large number of referrals for the brand, repurchase and purchase opportunities, and promote new car sales. FAW Mazda's customer holdings have exceeded one million. This paper starts with the development of automobile after-sales industry, the existing problems of after-sales service of FAW Mazda, and synthetically applies literature research, investigation, quantitative qualitative analysis and other research methods. Put forward FAW Mazda after-sales service quality improvement strategy and improvement scheme. The paper is divided into four parts: the first part, through the analysis of the current situation and development trend of China's automobile market, the domestic and foreign mature automobile market after the status quo analysis, The optimistic judgment on the prospect of China's automobile after-sales service market is obtained, and the research background, significance, content, methods and related theories of this paper are clarified. Part two, brief introduction of FAW Mazda and the current situation of after-sales service system, The third part, combined with the service quality gap model, analyzes the core factors affecting the after-sales service quality of FAW Mazda. It is clear that FAW Mazda's after-sales service quality promotion strategy, from the management cognition, service quality standard, service transmission, marketing communication four aspects clear promotion strategy and path.
【学位授予单位】：吉林大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F426.471;F274

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