【摘要】：隨著中國加入。WTO，中國市場的進一步開放，世界汽車產(chǎn)業(yè)紛紛進入我國市場，增加就業(yè)機會的同時，帶來更多的是市場份額的競爭，使得我國汽車產(chǎn)業(yè)面臨巨大的壓力。我國的各個汽車企業(yè)之間的客戶爭奪戰(zhàn)也是日趨激烈，從前的客戶在購車時考慮的是汽車的質(zhì)量ǐ款式ǐ服務(wù)等方面。而現(xiàn)在的汽車市場，客戶已經(jīng)從理性的角度轉(zhuǎn)變到感性的角度�？蛻舾嗫紤]的是汽車企業(yè)的售后服務(wù)以及客戶信息服務(wù)是否完善�？蛻粜畔⒎⻊�(wù)的程度決定了客戶的滿意度，而客戶的滿意度決定了企業(yè)盈利的程度，，決定了企業(yè)的發(fā)展思路。目前，我國汽車行業(yè)的核心市場正從產(chǎn)品轉(zhuǎn)移到服務(wù)，核心競爭力正轉(zhuǎn)移到客戶。以�？蛻魹橹行�。則是今后轎車企業(yè)的發(fā)展戰(zhàn)略，無論企業(yè)做任何事情都是為了客戶服務(wù)，要在做好的產(chǎn)品基礎(chǔ)上加強客戶信息服務(wù)的管理。針對這樣的背景，轎車企業(yè)成立完善的客戶關(guān)系管理和客戶信息服務(wù)體系是未來企業(yè)提高國際競爭力和拓展市場的有效方式。 本文通過對客戶關(guān)系管理和客戶信息服務(wù)的基本概念ǐ內(nèi)容ǐ特點的介紹說明客戶信息服務(wù)是客戶關(guān)系管理中的一個重要分支。而客戶信息服務(wù)體系在各行各業(yè)的應(yīng)用極為廣泛，對于汽車行業(yè)更是重中之重。在產(chǎn)品眾多的中國汽車行業(yè)，各個汽車企業(yè)之間的競爭已經(jīng)日趨激烈，我國汽車企業(yè)發(fā)展客戶信息服務(wù)的必要性尤為突出，本文通過對客戶信息服務(wù)的現(xiàn)狀以及存在問題的分析從而了解我國客戶信息的需求。通過分析我國轎車企業(yè)客戶信息服務(wù)的影響因素從而建立起一個完整的客戶信息服務(wù)體系，這個體系中包含信息服務(wù)的模式ǐ信息服務(wù)體系的基本框架以及內(nèi)容模塊，最后給出如何保障客戶信息服務(wù)體系運行的保障措施。本文的結(jié)尾將實際與理論相結(jié)合，通過分析一汽大眾的客戶關(guān)系管理部門如何操作客戶信息服務(wù)體系，它的現(xiàn)狀和問題從而得出合理的修改完善客戶信息服務(wù)體系的意見即在客戶關(guān)系管理的保障下怎樣順利開展完善客戶信息服務(wù)系統(tǒng)的功能，使其發(fā)揮最大效能，為一汽大眾在市場競爭中站穩(wěn)腳跟提供合理的建議和幫助。
[Abstract]:With China's entry into WTO and the further opening of the Chinese market, the world automobile industry has entered the Chinese market one after another, increasing employment opportunities, and at the same time bringing more competition for market share, which makes the automobile industry of our country face great pressure. The competition between the automobile enterprises in our country is becoming more and more fierce. In the past, the customers considered the quality and style of the car service and so on. And now the automobile market, the customer has changed from the rational angle to the perceptual angle. Customers are more concerned about the after-sales service of automobile enterprises and whether the customer information service is perfect. The degree of customer information service determines the customer satisfaction, and the customer satisfaction determines the degree of profit and the development of the enterprise. At present, the core market of automobile industry in China is shifting from product to service, and the core competence is being transferred to customers. In order. Customer centered. It is the development strategy of the car enterprise in the future, no matter what the enterprise does is for the customer service, we should strengthen the management of the customer information service on the basis of the good product. In view of this background, the establishment of a perfect customer relationship management and customer information service system is an effective way for future enterprises to improve their international competitiveness and expand the market. By introducing the basic concept of customer relationship management and customer information service, this paper explains that customer information service is an important branch of customer relationship management. The customer information service system is widely used in all kinds of industries, and it is the most important for the automobile industry. In China's automobile industry with numerous products, the competition among various automobile enterprises has become increasingly fierce, and the necessity of developing customer information service in China's automobile enterprises is particularly prominent. This paper analyzes the current situation and existing problems of customer information service to understand the needs of customer information in China. By analyzing the influencing factors of customer information service in car enterprises of our country, a complete customer information service system is established. This system includes the basic framework and content module of information service model, information service system. Finally, how to guarantee the operation of customer information service system is given. At the end of this paper, combining practice with theory, by analyzing how FAW-Volkswagen's customer relationship management department operates customer information service system, The current situation and problems of customer information service system and the suggestion of reasonable modification and perfection of customer information service system is how to carry out the function of customer information service system smoothly under the guarantee of customer relationship management, so as to make it play its most effective role. For FAW Volkswagen to stand firm in the market competition to provide reasonable advice and help.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471;G252

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