本文選題：顧客價值　切入點：服務(wù)管理　出處：《電子科技大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：當前,國內(nèi)汽車4S店趨于飽和,行業(yè)競爭激烈,而同一汽車品牌內(nèi)4S店的競爭,因服務(wù)高度同質(zhì)化,更容易陷入價格競爭,導(dǎo)致企業(yè)盈利能力下降。在此背景下,基于顧客價值并依托自身資源,開展創(chuàng)新的特色服務(wù),有利于4S店提高盈利能力,獲取品牌內(nèi)競爭優(yōu)勢。本文正是針對上述問題,以寶馬資深4S店Z公司為研究對象,探討在品牌內(nèi)競爭中,如何基于顧客價值開展特色服務(wù),主要內(nèi)容為:1.介紹了汽車服務(wù)行業(yè)特點、顧客價值變化與品牌內(nèi)競爭格局,分析了這些因素對Z公司的影響,提出基于顧客價值開展特色服務(wù)的必要性。2.詳細研究了Z公司服務(wù)管理中的問題,利用SERVQUAL模型測量服務(wù)質(zhì)量差距。揭示短板形成的重要原因,正是忽視了顧客價值,而缺乏服務(wù)特色,正是未能及時響應(yīng)顧客價值變化,也是對于顧客價值利用的退出。基于這些分析,提出針對性改進與開展特色服務(wù)項目相結(jié)合的解決方案。3.探索性研究了利用“顧客參與”的服務(wù)特征,通過調(diào)整顧客界面、提高信息透明度,開展創(chuàng)新的特色服務(wù);按照基于顧客價值的服務(wù)創(chuàng)新為導(dǎo)向,梳理不同管理維度的關(guān)系,獲取管理協(xié)同效應(yīng),最終提高企業(yè)盈利能力。
[Abstract]:At present, the domestic automobile 4S stores tend to be saturated and the competition in the industry is fierce. However, the competition of the 4S stores within the same automobile brand is more likely to fall into price competition because of the high homogeneity of service, which leads to the decline of the profitability of the enterprises. Based on customer value and relying on their own resources, developing innovative and characteristic service will help 4S store to improve its profitability and gain the competitive advantage within the brand. This paper aims at the above problems, taking BMW Senior 4SDian Z Company as the research object. This paper discusses how to carry out characteristic service based on customer value in intra-brand competition. The main content is: 1.The characteristics of automobile service industry, the change of customer value and the pattern of intra-brand competition are introduced, and the influence of these factors on Z Company is analyzed. The necessity of developing characteristic service based on customer value is put forward. The problems in service management of company Z are studied in detail, and the gap of service quality is measured by using SERVQUAL model. The important reason for the formation of short board is that the customer value is neglected. The lack of service characteristics is precisely the failure to respond to changes in customer value in time, and the withdrawal of customer value utilization. Based on these analyses, This paper puts forward the solution of combining the targeted improvement with the development of characteristic service project. 3. The paper explores the service characteristics of "customer participation", through adjusting the customer interface, improving the information transparency and developing innovative characteristic service. According to the service innovation based on customer value, the relationship between different management dimensions is combed in order to obtain the management synergy effect, and finally improve the profitability of the enterprise.
【學(xué)位授予單位】：電子科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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