本文關(guān)鍵詞： 售后服務(wù) 環(huán)境分析 SERVQUAL SWOT 策略實施 策略保障　出處：《復(fù)旦大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：本文以上汽集團(tuán)乘用車公司售后服務(wù)體系為研究對象,分析其前期發(fā)展和目前狀態(tài),并對未來發(fā)展策略提出建議。售后服務(wù)體系作為上汽集團(tuán)乘用車公司營銷服務(wù)的重要一環(huán),不但能夠為企業(yè)帶來豐厚利潤,同時還能幫助企業(yè)在競爭激烈的乘用車市場提升競爭力,因此運營良好的售后服務(wù)體系已成為企業(yè)塑造自主品牌,實現(xiàn)戰(zhàn)略的關(guān)鍵因素。本文從國內(nèi)汽車售后服務(wù)體系發(fā)展概況入手,介紹總結(jié)了國內(nèi)外汽車售后服務(wù)發(fā)展歷程、運作的模式及特點、與汽車相關(guān)法律法規(guī)的實施、汽車服務(wù)業(yè)運營的新模式以及汽車售后服務(wù)人才培養(yǎng)形式。在對上汽集團(tuán)乘用車公司售后服務(wù)體系的PEST外部環(huán)境深入分析中,首先確定上汽集團(tuán)乘用車企業(yè)現(xiàn)狀和發(fā)展戰(zhàn)略,其次分析包括政治、經(jīng)濟(jì)、社會文化和技術(shù)的宏觀環(huán)境,通過分析發(fā)現(xiàn)在目前所處的大環(huán)境下,上汽集團(tuán)乘用車售后服務(wù)體系擁有比較良好的發(fā)展機(jī)遇；同時在對上汽集團(tuán)乘用車公司售后服務(wù)體系內(nèi)部環(huán)境的分析中也發(fā)現(xiàn),雖然其內(nèi)部資源具有一定優(yōu)勢,但是經(jīng)過SERVQUAL服務(wù)質(zhì)量評估發(fā)現(xiàn),其實際客戶感知還是存在諸多不足�？偨Y(jié)上汽集團(tuán)乘用車公司內(nèi)、外環(huán)境,通過運用SWOT的策略評估分析方法對其發(fā)展策略作進(jìn)一步分析和選擇,筆者認(rèn)為上汽集團(tuán)乘用車公司售后服務(wù)體系應(yīng)該利用既有的資源優(yōu)勢,通過差異化競爭策略,通過強(qiáng)化內(nèi)部管理,注重售后服務(wù)品牌建設(shè),發(fā)展差異化服務(wù)產(chǎn)品,提高自身服務(wù)和技術(shù)質(zhì)量等手段實施。在制定發(fā)展策略的同時,筆者也從組織機(jī)構(gòu)優(yōu)化、人才培養(yǎng)和激勵機(jī)制等方面系統(tǒng)提出策略實施的保障措施,以提升其在日益激烈的市場競爭中的競爭優(yōu)勢�？傊�,完善售后服務(wù)組織,提升售后服務(wù)能力,實施服務(wù)競爭策略應(yīng)該是上汽集團(tuán)乘用車公司售后服務(wù)體系的重要任務(wù)。
[Abstract]:This paper takes the after-sales service system of SAIC Group passenger car Company as the research object, analyzes its early development and current status, and puts forward some suggestions for the future development strategy. The after-sales service system is an important part of the marketing service of SAIC passenger car Company. It can not only bring huge profits for enterprises, but also help enterprises to enhance their competitiveness in the highly competitive passenger car market. Therefore, the well-run after-sales service system has become an enterprise to shape its own brand. Starting with the development of domestic automobile after-sales service system, this paper introduces the development course, operation mode and characteristics of domestic automobile after-sales service, and the implementation of laws and regulations related to automobile. In the deep analysis of the PEST external environment of the after-sales service system of SAIC Group, firstly, the present situation and development strategy of SAIC passenger vehicle enterprise are determined. Secondly, the macro environment including politics, economy, social culture and technology is analyzed. It is found that the after-sales service system of SAIC passenger car has a good development opportunity under the current environment. At the same time, in the analysis of the internal environment of the after-sales service system of SAIC passenger car Company, it is also found that although its internal resources have some advantages, it is found through the SERVQUAL service quality evaluation. There are still many shortcomings in its actual customer perception. This paper summarizes the internal and external environment of SAIC passenger car Company, and makes further analysis and selection of its development strategy by using SWOT's strategy evaluation and analysis method. The author thinks that the after-sales service system of SAIC passenger car company should make use of the existing resource advantage, through the strategy of differentiation competition, through strengthening the internal management, paying attention to the brand construction of after-sales service, and developing the differentiated service products. At the same time, the author also puts forward the safeguard measures of the strategy implementation from the aspects of organizational optimization, talent training and incentive mechanism, etc. In order to improve its competitive advantage in the increasingly fierce market competition. In a word, it is an important task for SAIC passenger car company to perfect after-sales service organization, enhance after-sales service ability and implement service competition strategy.
【學(xué)位授予單位】：復(fù)旦大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.471;F274

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本文編號：1498135