本文選題：品牌 + 認(rèn)證二手車��； 參考：《長(zhǎng)安大學(xué)》2013年碩士論文

【摘要】：論文以消費(fèi)者價(jià)值理論，客戶滿意理論，品牌理論及核心競(jìng)爭(zhēng)力理論為基礎(chǔ)，從品牌認(rèn)證二手車自身的特點(diǎn)出發(fā)分析了其在二手車市場(chǎng)競(jìng)爭(zhēng)中的優(yōu)勢(shì)及劣勢(shì)。分析了品牌認(rèn)證二手車在國(guó)內(nèi)的發(fā)展情況，同時(shí)，針對(duì)國(guó)內(nèi)品牌認(rèn)證二手車客戶滿意度較低的情況，論文構(gòu)建了客戶滿意度的評(píng)價(jià)指標(biāo)體系，并對(duì)客戶滿意度評(píng)價(jià)方法的選用進(jìn)行了分析和探討。 在查閱大量資料，征求多名二手車業(yè)內(nèi)專家意見(jiàn)及到部分品牌二手車企業(yè)進(jìn)行調(diào)研的基礎(chǔ)上，本著選取評(píng)價(jià)指標(biāo)的可行性原則，建立了品牌認(rèn)證二手車客戶滿意度評(píng)價(jià)體系。評(píng)價(jià)指標(biāo)體系圍繞認(rèn)證二手車客戶滿意度指標(biāo)建立了6個(gè)二級(jí)指標(biāo)和25個(gè)三級(jí)指標(biāo)。在對(duì)評(píng)價(jià)指標(biāo)進(jìn)行賦權(quán)的過(guò)程中，通過(guò)對(duì)AHP方法和G1法進(jìn)行比較，最終采用了比較適合客戶滿意度評(píng)價(jià)指標(biāo)的主觀賦權(quán)法中的G1法，進(jìn)行了專家咨詢，通過(guò)分析計(jì)算確定了各個(gè)指標(biāo)的權(quán)重系數(shù)。 筆者在獲取調(diào)查數(shù)據(jù)時(shí)采用匿名問(wèn)卷調(diào)查的方式，以東風(fēng)雪鐵龍龍信品牌認(rèn)證二手車為例，隨機(jī)選取了100名龍信認(rèn)證二手車客戶為調(diào)查對(duì)象進(jìn)行滿意度（很滿意為100分，完全不滿意為0分）調(diào)查，調(diào)查結(jié)果顯示客戶總體滿意度較低為77.297分。同時(shí)，調(diào)查結(jié)果還顯示出客戶滿意度指數(shù)最低的指標(biāo)是銷售服務(wù)態(tài)度僅為61.8分，其次是售后保修服務(wù)63.3分，購(gòu)車成本和服務(wù)費(fèi)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(guò)調(diào)查反應(yīng)出目前我國(guó)的品牌認(rèn)證二手車在服務(wù)人員的服務(wù)能力包括服務(wù)態(tài)度、專業(yè)程度、服務(wù)規(guī)范性等方面有待提高；同時(shí)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(wù)態(tài)度及服務(wù)及時(shí)性方面滿意度較低，需要改善。 對(duì)上述調(diào)查結(jié)果分析不難發(fā)現(xiàn)服務(wù)人員的服務(wù)能力及售后保修服務(wù)本應(yīng)是認(rèn)證二手車的主要優(yōu)勢(shì)，但因這兩方面在實(shí)際當(dāng)中的執(zhí)行力度不夠?qū)е驴蛻魸M意度較低。因此論文最后針對(duì)認(rèn)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(guò)完善企業(yè)內(nèi)部培訓(xùn)體系和加大培訓(xùn)力度提升服務(wù)人員能力及規(guī)范業(yè)務(wù)流程；通過(guò)售前、售中及售后服務(wù)過(guò)程中和客戶的有效溝通及及時(shí)兌現(xiàn)保修服務(wù)承諾等策略的實(shí)施提高客戶滿意度，從而提高品牌認(rèn)證二手車在整個(gè)二手車市場(chǎng)中的競(jìng)爭(zhēng)力。 最后筆者將上述調(diào)查結(jié)果反饋給東風(fēng)雪鐵龍成都某經(jīng)銷商龍信二手車部的負(fù)責(zé)人，在得到該企業(yè)領(lǐng)導(dǎo)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(guò)半年的試點(diǎn)之后對(duì)該企業(yè)的認(rèn)證二手車客戶進(jìn)行滿意度調(diào)查，，將調(diào)查結(jié)果與之前的比較，發(fā)現(xiàn)客戶總體滿意度有所上升，同時(shí)銷售服務(wù)、售后保修服務(wù)、專業(yè)程度及服務(wù)費(fèi)用方面的指標(biāo)得分也有明顯上升。這說(shuō)明論文所提的建議和措施確實(shí)對(duì)提高認(rèn)證二手車客戶滿意度有一定的作用，可以在整個(gè)品牌認(rèn)證二手車企業(yè)進(jìn)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(xué)位授予單位】：長(zhǎng)安大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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