JC公司客户服务策略改进研究

发布时间：2018-04-01 22:02

本文选题：汽车零部件　切入点：客户服务　出处：《东华大学》2015年硕士论文

【摘要】：国内汽车工业经过连续多年的高速增长,整车销量增速逐步放缓,汽车零部件企业的竞争日趋激烈。而本土零部件企业,又由于受到外资企业价格下探、上游原材料价格波动以及下游整车厂不断降价等影响,市场份额和盈利能力受到侵蚀,生存环境更为严峻。在这样的背景下,本土零部件企业原来的粗放式经营模式已经不适应现有的市场环境,竞争已经从过去的以成本、产品为中心转向以市场、客户需求为中心,转变经营观念,深化服务内涵、改进服务策略、提高竞争能力,已是迫在眉睫。如何提升客户服务水平,提高客户服务质量,把握客户实际需求,进一步挖掘潜在客户,成为了本土汽车零部件企业亟待解决的重要问题。本文以JC公司作为研究对象,该公司是一家本土的中小型汽车零部件制造企业,多年来一直重产品、轻服务,由于对客户服务重要性认识不够,客户服务管理不善,导致客户不断流失,市场份额持续下降。虽然通过努力,公司成为了业内知名汽车整车厂的一级供应商,但若不改变传统的观念,不设法提升客户服务水平、改善客户服务质量,会对今后新产品的拓展以及客户的维护产生不利影响,进而制约企业的进一步发展。为提高JC公司的客户服务策略,本文首先采用文献研究法对客户服务理论进行了系统的梳理,介绍了公司的主要情况以及与客户的合作模式,对公司的客户服务现状进行了分析;其次,设计了客户满意度问卷,请JC公司主要客户进行满意度测评,根据测评结果,归纳分析出公司在客户服务方面存在的主要不足;最后,结合现状分析和满意度测评,提出客户服务改进策略,如完善客户服务体系、售前识别需求、售中同步开发、售后及时响应等,最终达到提升公司的客户服务质量、提高客户满意度,提高公司竞争力的目的。本课题的研究从JC公司的实际案例出发,提出零部件制造企业覆盖包括产品售前、售中、售后全生命周期的客户服务理念,对其他汽车零部件企业如何改善客户服务质量、提高客户满意度,具有一定的借鉴意义。
[Abstract]:The domestic auto industry after consecutive years of rapid growth, vehicle sales growth is slowing down, auto parts enterprises increasingly fierce competition. While the local parts enterprises, and by dropping the price of foreign enterprises, the upstream raw material price fluctuations and the downstream vehicle plant to price the influence, market share and profitability is eroded, the living environment is more serious in this context, the extensive mode of operation of local parts enterprises already can't adapt to the current market environment, the competition has been from the past to the cost of the product as the center to turn to the market, customer demand as the center, changing the management concept, deepen the connotation of service, improve service strategy, improve competition ability, is imminent. How to improve the level of customer service, improve customer service quality, grasp the actual needs of customers, to further tap the potential customers, has become a local car An important problem to be solved in parts enterprises. This paper takes the JC company as the research object, the company is a local small and medium-sized auto parts manufacturing enterprises, over the years has been heavy products, light service, due to insufficient understanding of the importance of customer service, customer service management, leading to the loss of customers, although the market share continued to decline. The company to become the industry's well-known automobile factory of a supplier, but if you do not change the traditional ideas, not try to enhance the level of customer service, improve customer service quality, will be the future of new product development and customer maintenance adversely affect and restrict the further development of enterprises. In order to improve the customer service strategy JC the company, this paper adopts the method of literature research on the theory of customer service systematically, introduces the main situation of the company and the customer cooperation mode Type, status of customer service company is analyzed; secondly, design a customer satisfaction questionnaire, please JC the company customer satisfaction evaluation, according to the evaluation results, summarizes and analyses the main problems existing in the company customer service; finally, combined with the status quo analysis and evaluation, put forward customer service improvement strategies, such as improving customer service system, pre-sales identification requirements, the synchronous development of sales, customer service and timely response, and ultimately improve the company's customer service quality, improve customer satisfaction, improve the competitiveness of the company. The purpose of this study from the actual case analysis of JC company, put forward the enterprise manufacturing parts including pre-sales, sale, customer service life cycle customer service concept, to other auto parts enterprises to improve the quality of customer service, improve customer satisfaction, has a certain significance.

【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.471;F274

【相似文献】