本文選題：客戶關(guān)系管理 + 客戶滿意　； 參考：《山東大學(xué)》2017年碩士論文

【摘要】：改革開放30多年來,中國經(jīng)濟(jì)實(shí)現(xiàn)騰飛,汽車制造業(yè)也經(jīng)歷了快速發(fā)展,不但合資品牌廠商遍地開花,自主品牌也強(qiáng)勢(shì)崛起。目前國內(nèi)市場在售轎車品牌有150多個(gè),車型達(dá)到1200多種,乘用車年產(chǎn)銷量超過2000萬輛。市場競爭的加劇,車型的豐富,使得汽車從高檔商品逐漸變成普通商品,價(jià)格一路走低,新車銷售的利潤率隨之降低。賣方市場轉(zhuǎn)為買方市場,對(duì)經(jīng)銷商的影響尤其嚴(yán)重,經(jīng)銷商因虧損退網(wǎng)現(xiàn)象增加,廠商關(guān)系緊張。與新車銷售困難相對(duì)應(yīng)的是,我國乘用車保有量已經(jīng)超過1.8億,用車過程中的維修、保養(yǎng)等售后服務(wù)需求廣泛,市場巨大。內(nèi)憂外患迫使廠家不得不從"以產(chǎn)品為中心"轉(zhuǎn)變?yōu)?以客戶為中心",從重視新車銷售、市占率提高轉(zhuǎn)變?yōu)榈街匾暱蛻絷P(guān)系管理,期望通過提高滿意度和忠誠度,維系客戶關(guān)系,將客戶保留在體系內(nèi),延長客戶生命周期,以實(shí)現(xiàn)雙贏�？蛻絷P(guān)系管理概念首先在美國產(chǎn)生,之后在全世界得到認(rèn)可和廣泛應(yīng)用,它既是一種創(chuàng)新的管理理念,也是一種軟硬件結(jié)合的系統(tǒng)運(yùn)行機(jī)制,在我國汽車行業(yè)應(yīng)用有十幾年的時(shí)間,目前應(yīng)用范圍廣泛,但層次不一。上汽大眾作為國內(nèi)最老牌的合資廠家,銷量一直處于領(lǐng)先水平,但客戶關(guān)系管理方面依然存在大量問題,集客難、潛客轉(zhuǎn)化率低、客戶價(jià)值創(chuàng)造低、客戶關(guān)系維系困難及與經(jīng)銷商關(guān)系惡化等,究其原因,既有外部環(huán)境如宏觀政策的改變、行業(yè)競爭的加劇、居民消費(fèi)習(xí)慣的轉(zhuǎn)變、技術(shù)環(huán)境的改變等帶來的影響,也有企業(yè)內(nèi)部從上到下對(duì)客戶關(guān)系管理工作重視不夠、組織架構(gòu)混亂、業(yè)務(wù)流程僵化等原因。根據(jù)以上原因,結(jié)合企業(yè)實(shí)際,運(yùn)用相關(guān)的關(guān)系營銷理論、客戶滿意理論、客戶價(jià)值理論、客戶生命周期理論,制定了一些列的優(yōu)化策略�；趦�(nèi)外部環(huán)境變化,上汽大眾應(yīng)對(duì)客戶、競爭對(duì)手、營銷中介和自身進(jìn)行重新定位,創(chuàng)新營銷手段�；跐M意度管理,上汽大眾應(yīng)該改善客戶體驗(yàn)、提升客戶感知價(jià)值、改進(jìn)滿意度制度設(shè)計(jì)和調(diào)查方式�；诳蛻魞r(jià)值,上汽大眾應(yīng)該對(duì)客戶進(jìn)行價(jià)值分類、區(qū)別管理,重點(diǎn)識(shí)別和管理高價(jià)值客戶。而對(duì)于流失客戶,以防范為主,對(duì)已流失客戶的挽回,同樣按照價(jià)值分類區(qū)別管理。本篇論文在寫作的過程中大量閱讀相關(guān)文獻(xiàn),并橫向參照了部分車企的客戶關(guān)系管理案例,博采眾長,最終確立了依據(jù)客戶生命周期理論,在客戶的到達(dá)、獲取、轉(zhuǎn)化和保留各個(gè)環(huán)節(jié)發(fā)現(xiàn)問題、分析問題、解決問題的思路。在策略優(yōu)化階段運(yùn)用了價(jià)值矩陣、4R營銷理論等工具,最終期望達(dá)到的效果是通過改善客戶體驗(yàn),提高客戶滿意度,進(jìn)而提高客戶忠誠度,從而延長客戶生命周期,增加價(jià)值創(chuàng)造,并通過老客戶再次購買和推薦購買,增加銷售,實(shí)現(xiàn)企業(yè)的可持續(xù)發(fā)展。
[Abstract]:Since the reform and opening up for more than 30 years, China's economy has taken off, the automobile manufacturing industry has also experienced rapid development, not only joint venture brands have blossomed everywhere, but also their own brands have risen strongly.At present, there are more than 150 car brands in the domestic market, more than 1200 models, and more than 20 million passenger cars per year.With the aggravation of the market competition and the abundance of models, the automobile has gradually changed from the high-grade commodity to the ordinary commodity, the price has been falling all the way, and the profit margin of the new car sales has been reduced.The seller's market turns into the buyer's market, the influence to the dealer is especially serious, the dealer because the loss deletes the net phenomenon to increase, the manufacturer relations are tense.Corresponding to the difficulty of new car sales, the number of passenger cars in our country has exceeded 180 million, the demand for after-sales service such as repair and maintenance in the process of vehicle is extensive, and the market is huge.Internal and external troubles forced manufacturers to change from "product-centered" to "customer-centric," from attaching importance to new car sales, increasing market share to attaching importance to customer relationship management, hoping to increase satisfaction and loyalty.Maintain customer relationships, keep customers in the system, extend customer life cycle to achieve win-win.The concept of customer relationship management (CRM) was first developed in the United States, and then accepted and widely used in the world. It is not only an innovative management concept, but also a system operating mechanism that combines software and hardware.It has been used in automobile industry for more than ten years. It is widely used at present, but there are different levels.SAIC Volkswagen, as the most established joint venture manufacturer in China, has been in the leading position in sales volume, but there are still a lot of problems in customer relationship management, such as the difficulty of gathering customers, the low conversion rate of submersible customers, and the low creation of customer value.The customer relationship is difficult to maintain and the relationship with dealers is deteriorating. The reasons are the influence of external environment, such as the change of macro policy, the intensification of industry competition, the change of residents' consumption habits, the change of technological environment, etc.There are also some reasons, such as insufficient attention to customer relationship management from top to bottom, confusion of organizational structure, ossification of business process and so on.According to the above reasons, combined with the actual situation of the enterprise, some optimization strategies are formulated by using the relational marketing theory, the customer satisfaction theory, the customer value theory and the customer life cycle theory.Based on the changes of internal and external environment, SAIC Volkswagen should reposition its customers, competitors, marketing agents and itself, and innovate its marketing methods.Based on satisfaction management, SAIC VW should improve customer experience, enhance customer perceived value, improve satisfaction system design and survey methods.Based on customer value, SAIC VW should classify customer value, distinguish management, and focus on identifying and managing high value customers.For the loss of customers, mainly to guard against, the lost customer recovery, also according to the value of the classification of different management.In the process of writing, this paper read a lot of relevant documents, and transversely referred to some car enterprises customer relationship management cases, learned from the best, finally established according to customer life cycle theory, in customer arrival, access,Transform and retain the ideas of problem finding, problem analysis and problem solving.In the strategy optimization stage, the value matrix 4R marketing theory and other tools are used. Finally, the desired effect is to improve the customer experience, improve customer satisfaction, and then improve customer loyalty, thereby prolonging the customer life cycle.Add value creation, and through old customers to buy and recommend purchase, increase sales, achieve sustainable development of the enterprise.
【學(xué)位授予單位】：山東大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F274;F426.471

【參考文獻(xiàn)】

相關(guān)期刊論文 前8條

1 衛(wèi)思諭;;《關(guān)于征求促進(jìn)汽車維修業(yè)轉(zhuǎn)型升級(jí)提升服務(wù)質(zhì)量的指導(dǎo)意見》強(qiáng)勢(shì)出臺(tái) 汽車維修轉(zhuǎn)型升級(jí)迎來實(shí)質(zhì)性變革[J];汽車縱橫;2014年10期

2 鄭燕燕;翁勝斌;;感知價(jià)值對(duì)客戶忠誠的影響路徑研究——客戶信任、歸屬感視角[J];特區(qū)經(jīng)濟(jì);2014年04期

3 楊俊;李凱旭;;顧客滿意度與顧客忠誠度的轉(zhuǎn)化關(guān)系研究[J];中外企業(yè)家;2014年06期

4 楊文超;;服務(wù)質(zhì)量、顧客滿意度與顧客忠誠度研究[J];經(jīng)濟(jì)論壇;2013年11期

5 楊蘭;盧潤德;;基于客戶價(jià)值的客戶分類方法研究[J];現(xiàn)代管理科學(xué);2007年11期

6 徐忠海,王玲;基于客戶關(guān)系生命周期的CRM理念[J];科研管理;2003年06期

7 陳明亮;客戶忠誠決定因素實(shí)證研究[J];管理科學(xué)學(xué)報(bào);2003年05期

8 汪純孝,韓小蕓,溫碧燕;顧客滿意感與忠誠感關(guān)系的實(shí)證研究[J];南開管理評(píng)論;2003年04期

相關(guān)碩士學(xué)位論文 前9條

1 張浩潔;一汽—大眾奧迪銷售事業(yè)部客戶關(guān)系管理研究[D];吉林大學(xué);2015年

2 袁昊;關(guān)系質(zhì)量、顧客感知價(jià)值及轉(zhuǎn)換成本對(duì)顧客保留的影響研究[D];華東師范大學(xué);2015年

3 鄭植;基于CRM的汽車行業(yè)精準(zhǔn)營銷研究[D];北京交通大學(xué);2014年

4 孫海;奧迪4S店客戶流失原因分析及服務(wù)改進(jìn)對(duì)策研究[D];吉林大學(xué);2014年

5 楊陽;東風(fēng)雪鐵龍品牌汽車大連地區(qū)促銷策略研究[D];大連理工大學(xué);2012年

6 李林飛;一汽—大眾奧迪售后服務(wù)市場高端客戶關(guān)系管理研究[D];吉林大學(xué);2012年

7 賴小慧;廣東日產(chǎn)汽車貿(mào)易有限公司客戶關(guān)系管理研究[D];湘潭大學(xué);2011年

8 張青;M公司售后服務(wù)質(zhì)量問題及對(duì)策研究[D];復(fù)旦大學(xué);2009年

9 孟炳輝;一汽—大眾客戶關(guān)系管理系統(tǒng)的完善[D];吉林大學(xué);2008年

，

本文編號(hào)：1736446