本文選題：滿意度 + 擇優(yōu)比較��； 參考：《首都經(jīng)濟貿(mào)易大學》2013年碩士論文

【摘要】：自上世紀90年代以來，我國的汽車工業(yè)一直是穩(wěn)中發(fā)展，至2002年，中國入世，我國汽車工業(yè)可謂開啟了嶄新的篇章。伴隨著我國經(jīng)濟體制改革的不斷深入，越來越多的國際知名汽車廠商紛紛瞄準中國市場。在繁榮的汽車市場中，廠商間除了硬件實力的較量以外，包括汽車銷售顧客滿意度在內(nèi)的汽車銷售過程中的軟實力也逐漸被廠商所重視。廠商們紛紛期望通過對汽車銷售顧客滿意度的改善逐漸在我國汽車銷售市場中占有領(lǐng)先地位。 本文通過文獻綜述法對國內(nèi)外客戶滿意度理論進行綜合梳理，在此基礎(chǔ)上，重點圍繞汽車銷售顧客滿意度的評測體系，評測方法進行相關(guān)的滿意度研究。以期對該領(lǐng)域的相關(guān)研究予以改進，完善。 在指標體系研究中，著重介紹在相應(yīng)滿意度研究步驟下，我國在汽車銷售顧客滿意度研究方面所建立的相應(yīng)指標體系，通過比較不同汽車市場研究機構(gòu)在汽車銷售顧客滿意度方面所建立的不同指標體系，提出相應(yīng)的觀點，并基于確定的指標體系構(gòu)建原則構(gòu)建本文的汽車銷售顧客滿意度指標體系。 在指標權(quán)重研究中，回顧比較了現(xiàn)有的幾類指標權(quán)重確定方法，并詳述了現(xiàn)有汽車銷售顧客滿意度領(lǐng)域的指標權(quán)重計算方法，針對權(quán)重的準確性、合理性、等問題提出了相應(yīng)的看法，最終按照擇優(yōu)比較法確定了指標體系中的各指標權(quán)重。 在滿意度計算研究中，回顧整理了各類滿意度計算的方法，闡述了傳統(tǒng)汽車銷售顧客滿意度中滿意度的計算方法。此外還引用并具體介紹了模糊綜合評價法，指出其在汽車銷售顧客滿意度研究領(lǐng)域中的可推廣性，在滿意度計算和結(jié)果呈現(xiàn)方面較其他方法的優(yōu)勢，并且詳述了該方法的計算過程。 最后依據(jù)上述研究，結(jié)合所收集到的汽車銷售顧客滿意度相關(guān)數(shù)據(jù)，評價了某汽車品牌2007年銷售顧客滿意度的情況，該章是對模糊綜合評價法具體應(yīng)用的實證分析，旨在檢驗該方法在實際應(yīng)用中的可操作性與合理性，以及較傳統(tǒng)定量分析的優(yōu)勢。最終得出結(jié)論和對汽車銷售顧客滿意度研究的展望。
[Abstract]:Since the 1990s, China's automobile industry has been developing steadily. In 2002, China's automobile industry has opened a new chapter. With the deepening of China's economic system reform, more and more international famous automobile manufacturers aim at the Chinese market. In the booming automobile market, in addition to the competition of hardware strength, the soft power in the process of automobile sales, including the customer satisfaction of automobile sales, has gradually been attached importance to by manufacturers. Manufacturers hope to improve the customer satisfaction of auto sales and gradually occupy a leading position in China's auto sales market. In this paper, the theory of customer satisfaction at home and abroad is comprehensively combed by literature review method. On this basis, the evaluation system and evaluation method of customer satisfaction of automobile sales are studied. In order to improve the relevant research in this field. In the research of the index system, the paper emphatically introduces the corresponding index system of the research on the customer satisfaction of automobile sales in our country under the corresponding satisfaction research steps. By comparing the different index systems established by different automobile market research institutions in the aspect of automobile sales customer satisfaction, this paper puts forward the corresponding viewpoints. Based on the established index system construction principle, this paper constructs the auto sales customer satisfaction index system. In the study of index weight, this paper reviews and compares several existing methods for determining index weights, and details the existing methods for calculating index weights in the field of customer satisfaction of automobile sales, aiming at the accuracy and reasonableness of weights. Finally, the index weights in the index system are determined according to the optimal comparison method. In the research of satisfaction degree calculation, this paper reviews and arranges all kinds of satisfaction calculation methods, and expounds the calculation method of traditional automobile sales customer satisfaction degree. In addition, the fuzzy comprehensive evaluation method is cited and introduced in detail, and its extensibility in the research field of automobile sales customer satisfaction is pointed out, and the advantages of other methods in the calculation of satisfaction and the presentation of results are pointed out. The calculation process of the method is described in detail. Finally, according to the above research, combined with the relevant data of automobile sales customer satisfaction, the paper evaluates the sales customer satisfaction of a certain automobile brand in 2007. This chapter is an empirical analysis of the specific application of fuzzy comprehensive evaluation method. The purpose of this paper is to test the feasibility and rationality of this method in practical application, as well as its advantages over traditional quantitative analysis. Finally, the conclusion is drawn and the prospect of the research on the customer satisfaction of automobile sales is given.
【學位授予單位】：首都經(jīng)濟貿(mào)易大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F224;F426.471;F274

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本文編號：1929594