长安福特经销商客户关系管理模式研究

发布时间：2018-01-17 02:21

本文关键词：长安福特经销商客户关系管理模式研究　出处：《华中科技大学》2015年硕士论文　论文类型：学位论文

【摘要】：汽车工业的飞速发展为广大的国内汽车企业带来了前所未有的机遇和挑战,而汽车售后客户作为经销商的重要资源之一,其对经销商获取盈利能力、获得更好的发展有着至关重要的作用,因此客户关系管理及营销,是经销商应对机遇和挑战的重要措施之一。首先从整个汽车行业的角度阐述了长安福特经销商售后服务的重要性、长安福特经销商客户流失的现状及长安福特经销商的客户关系管理现状。然后从主机厂的角度分析了经销商机电QC标准流程中涉及的客户关系管理标准流程执行对客户满意度的影响。长安福特机电QC标准流程涉及的客户关系管理内容仅仅属于客户关系维护,而基于客户关系维护的客户关系营销内容及标准存在不足,因此本文补充了从经销商角度基于客户关系维护的客户关系营销的方式方法,同时对部分经销商开展的主动预防式客户营销及管控方式进行了论述,主动预防式客户关系营销对客户保持率能够起到非常积极有效的作用。最后一部份我们分析了客户管关系管理改善实施过程中遇到的瓶颈,并提出了解决这些瓶颈的具体办法。相关背景本文以长安福特汽车客户关系管理作为研究对象,并用理论结合实际的研究方法对长安福特汽车售后客户关系管理现状进行分析,发现长安福特汽车售后客户关系管理存在的问题,并对问题的成因进行剖析。作者具体针对长安福特汽车售后客户关系管理在客户满意度和忠诚度培养及客户流失加剧等方面存在的问题,提出了具体的对策建议及改进措施。
[Abstract]:The rapid development of the automobile industry has brought unprecedented opportunities and challenges to the domestic automobile enterprises. As one of the important resources of the dealers after sale, the automobile customers obtain the profit ability to the dealers. To achieve better development has a vital role, so customer relationship management and marketing. It is one of the important measures for dealers to deal with opportunities and challenges. Firstly, the importance of after-sales service for Changan Ford dealers is expounded from the point of view of the whole automobile industry. The current situation of customer turnover of Changan Ford dealers and the current situation of customer relationship management of Changan Ford dealers. Then from the point of view of mainframe factory, this paper analyzes the standard flow of customer relationship management involved in the standard flow of dealer electromechanical QC. The impact on customer satisfaction. Changan Ford Electromechanical QC standard process involved in customer relationship management content only belongs to customer relationship maintenance. However, the content and standards of customer relationship marketing based on customer relationship maintenance are insufficient, so this paper complements the way and method of customer relationship marketing based on customer relationship maintenance from the perspective of dealers. At the same time, some dealers carried out proactive preventive customer marketing and control methods are discussed. Proactive preventive customer relationship marketing can play a very positive and effective role in customer retention. Finally, we analyze the bottleneck encountered in the process of customer management relationship management improvement. And put forward the specific solution to these bottlenecks. Related background this paper take Changan Ford Motor customer relationship Management as the research object. The current situation of after-sale customer relationship management in Changan Ford is analyzed by combining the theory with practical research method, and the problems existing in the after-sale customer relationship management of Changan Ford are found. The author analyzes the causes of the problem. The author specifically aims at the problems of customer satisfaction, loyalty training and customer churn in the after-sale customer relationship management of Changan Ford. Concrete countermeasures and improvement measures are put forward.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F426.471

【相似文献】