本文選題：品牌 + 認證二手車�。� 參考：《長安大學》2013年碩士論文

【摘要】：論文以消費者價值理論，客戶滿意理論，品牌理論及核心競爭力理論為基礎，從品牌認證二手車自身的特點出發(fā)分析了其在二手車市場競爭中的優(yōu)勢及劣勢。分析了品牌認證二手車在國內的發(fā)展情況，同時，針對國內品牌認證二手車客戶滿意度較低的情況，論文構建了客戶滿意度的評價指標體系，并對客戶滿意度評價方法的選用進行了分析和探討。 在查閱大量資料，征求多名二手車業(yè)內專家意見及到部分品牌二手車企業(yè)進行調研的基礎上，本著選取評價指標的可行性原則，建立了品牌認證二手車客戶滿意度評價體系。評價指標體系圍繞認證二手車客戶滿意度指標建立了6個二級指標和25個三級指標。在對評價指標進行賦權的過程中，通過對AHP方法和G1法進行比較，最終采用了比較適合客戶滿意度評價指標的主觀賦權法中的G1法，進行了專家咨詢，通過分析計算確定了各個指標的權重系數(shù)。 筆者在獲取調查數(shù)據(jù)時采用匿名問卷調查的方式，以東風雪鐵龍龍信品牌認證二手車為例，隨機選取了100名龍信認證二手車客戶為調查對象進行滿意度（很滿意為100分，完全不滿意為0分）調查，調查結果顯示客戶總體滿意度較低為77.297分。同時，調查結果還顯示出客戶滿意度指數(shù)最低的指標是銷售服務態(tài)度僅為61.8分，其次是售后保修服務63.3分，購車成本和服務費用分別為69.7分和75.2分，銷售人員的專業(yè)程度也只有73.7分。通過調查反應出目前我國的品牌認證二手車在服務人員的服務能力包括服務態(tài)度、專業(yè)程度、服務規(guī)范性等方面有待提高；同時在售后保修方面包括保修政策、流程解釋，保修范圍確定、服務態(tài)度及服務及時性方面滿意度較低，需要改善。 對上述調查結果分析不難發(fā)現(xiàn)服務人員的服務能力及售后保修服務本應是認證二手車的主要優(yōu)勢，但因這兩方面在實際當中的執(zhí)行力度不夠導致客戶滿意度較低。因此論文最后針對認證二手車客戶滿意度低的主要原因提出了一些解決方案，如通過完善企業(yè)內部培訓體系和加大培訓力度提升服務人員能力及規(guī)范業(yè)務流程；通過售前、售中及售后服務過程中和客戶的有效溝通及及時兌現(xiàn)保修服務承諾等策略的實施提高客戶滿意度，從而提高品牌認證二手車在整個二手車市場中的競爭力。 最后筆者將上述調查結果反饋給東風雪鐵龍成都某經(jīng)銷商龍信二手車部的負責人，在得到該企業(yè)領導的同意與支持下，利用論文所提出的整改建議和措施，經(jīng)過半年的試點之后對該企業(yè)的認證二手車客戶進行滿意度調查，，將調查結果與之前的比較，發(fā)現(xiàn)客戶總體滿意度有所上升，同時銷售服務、售后保修服務、專業(yè)程度及服務費用方面的指標得分也有明顯上升。這說明論文所提的建議和措施確實對提高認證二手車客戶滿意度有一定的作用，可以在整個品牌認證二手車企業(yè)進行推廣。
[Abstract]:Based on the consumer value theory, customer satisfaction theory, brand theory and core competitiveness theory, this paper analyzes the advantages and disadvantages of second-hand car brand certification in the second-hand car market competition. This paper analyzes the development of brand certified second-hand car in China, at the same time, aiming at the low customer satisfaction degree of domestic brand certification second-hand car, the paper constructs the evaluation index system of customer satisfaction. The selection of customer satisfaction evaluation method is analyzed and discussed. On the basis of consulting a large number of information, soliciting the opinions of many used car industry experts and investigating some brand used car enterprises, based on the feasibility principle of selecting evaluation index, the evaluation system of customer satisfaction degree of brand certification used car is established. The evaluation index system establishes 6 secondary indexes and 25 third grade indexes around the customer satisfaction index of certified used car. In the process of weighting the evaluation index, through the comparison of AHP method and G1 method, the G1 method of subjective weighting method, which is suitable for the evaluation index of customer satisfaction degree, is adopted, and the expert consultation is carried out. The weight coefficient of each index is determined by analysis and calculation. Taking Dongfeng Citroen brand certified second-hand car as an example, the author selected 100 second-hand car customers (100 points of satisfaction) randomly. The survey showed that the overall customer satisfaction was 77.297. At the same time, the results also show that the lowest index of customer satisfaction index is that the sales service attitude is only 61.8, the after-sale warranty service is 63.3, the cost of car purchase and service cost are 69.7 and 75.2, respectively. Salespeople are also only 73.7 points professional. Through the investigation, we can see that the service ability of our country's brand certified second-hand car in service personnel needs to be improved in terms of service attitude, professionalism, service standardization, etc. At the same time, the after-sale warranty includes warranty policy, process explanation, etc. The scope of warranty, service attitude and service timeliness satisfaction is low, need to be improved. It is not difficult to find out that the service ability of service personnel and after-sale warranty service should be the main advantage of certified second-hand car, but the implementation of these two aspects in practice leads to low customer satisfaction. Therefore, the paper finally puts forward some solutions to the low customer satisfaction of the certified second-hand car, such as improving the internal training system of enterprises and increasing the training efforts to enhance the ability of service personnel and standardize the business process; through the pre-sale, Effective communication with customers in the process of sale and after-sales service, timely implementation of warranty service commitments and other strategies to improve customer satisfaction, so as to enhance the brand certification second-hand car in the whole second-hand car market competitiveness. Finally, the author feedback the above investigation results to the person in charge of the used car department of Longxin, a dealer in Chengdu, Dongfeng Citroen. With the consent and support of the enterprise leader, the author makes use of the suggestions and measures put forward in the paper. After half a year's pilot, we conducted a survey on the satisfaction of the enterprise's certified second-hand car customers. Comparing the results with the previous ones, we found that the overall satisfaction of the customers has increased, and at the same time, the sales services, after-sale warranty services, There was also a marked increase in the level of professionalism and the cost of services. This shows that the suggestions and measures put forward in the paper do play a role in improving the customer satisfaction of certified used cars and can be popularized in the whole brand certification used car enterprises.
【學位授予單位】：長安大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F274;F426.471

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