汽车企业售后服务模式选择.pdf

华中科投大学
上学位论文
汽车企业售后服务模式选择
姓名:陈人旗
巾请学位级別:硕士
专业:工商管理
指导教帅:王宗车
0031027
x57560
摘要
汽车市场日益激烈的竞争,使汽车生产企业把竞争能力的形成作为战略发展的
重点,品牌核心价值要素之一的服务己成为汽车企业塑造差异化竞争优势的法宝。
汽车企业的售后服务能力对企业的发展至关重要,但这恰恰也是国内汽车企业的弱
项。健全企业售后服务组织,提升企业售后服务能力,打造企业服务品牌,创造企
业服务竟争优势足汽车企业的当务之急。
本文致力于探讨在企业服务战略观普遍形成的情况下,汽车企业应如何通过选
择合适的售后服务模式来实现自己的“服务制胜”意图,希望能为汽车企业的实际
操作提供参考和指导
售后服务战略有效实施的前提,是选择合适的售后服务模式。本文从了解汽车
企业的售后服务状况入手,提出了出服务理念、售后服务组织(网络)、售后服务
经营三方面共同组成的完整售后服务模式的概念。
运用服务营销原理、顾客价值、合作博弈等理论,讨论汽车企业应如何建立售
后服务体系和进行售后服务经营。企业的服务理念应体现出对用户的需要和利益的
重视;售后服务组织应以服务理念为灵速来进行架构;售后服务经营以售后服务组
织为操作平台,通过高绩效的运作来实现企业的售后服务战略意图。
最后,通过对几种售后服务模式的比较和分析,提出国内汽车企业必须认真审
视自己的生存发展环境,必须客观评价自身的资源条件和企业发展阶段等特点,才
能选择适合企业发展要求的售后服务模式,实现自己“服务制胜”的战略意图。
关键词:汽车企业售后服务模式
未条、导师而意
勿公文公布
Abstract
Severe competitions in motor market forced automobile manufacturers to have the
orming of competitive capability as the keystone of strategic development Regarding as
one of the core element, services have become the trump of automobile enterprises in the
shaping of differential competitive advantages. Automobile enterprises after-serving
capability is very important for their development, but this is exactly where domestic
motor manufacturers are infirm. Establishing customer after-service organization
upgrading after-serving capability, setting up serving visualization, creating servin
advantages, all these are automobile enterprises,'priorities
This paper is dictating to discuss how automobile enterprises can achieve their
purpose of "subduing the market by service"through choosing suitable after-service
patterns under the circumstances that the conceptions of after-service strategy are
prevalent, hoping it may offer some useful advices for motor enterprises' practical
operation
In order to effectively implement after-service strategy, enterprises should choose
suitabie after-service patterns first. Starting with finding out the status of automobile
enterpnses costumer service, I brought forward the notion of Complete After-service
Pattern that was made up of three parts: principles of after-service; organizations
(networks of after-service; management of after-service
Then, using the theories of scrvice marketing, costumer value and game-play, I
discussed how automobile enterprises built their after-service networks and managed their
after-service. Enterprises service principles should show emphasis to costumers'needs
and interests. After-service organization should be established around these principles
Functioning the after-service network fulfills After-service management. Therefore
enterprises service strategy is implemented with effective operation
In the end, comparing and analyzing several after-service patterns, I proposed that
domestic automobile enterprises should carefully study their surviving environment and
evaluate their own resources before choosing a suitable after-service pattern to achieve the
purpose of“ subduing the market by service”
Keywords: Automobile Enterprises After-service Pattem