本文選題：家電延保 + 服務(wù)營銷　； 參考：《電子科技大學(xué)》2014年碩士論文

【摘要】：延保服務(wù)最早起源與美國,2006年被引進(jìn)到國內(nèi)。在歐美發(fā)達(dá)國家,延保的接受度較高、交易規(guī)模巨大。但在國內(nèi),延保服務(wù)才剛剛起步,消費(fèi)者認(rèn)知度較低,但潛在的市場規(guī)模巨大,如延保購買率達(dá)到歐美水平,僅家電領(lǐng)域每年有上百億元的市場規(guī)模。國內(nèi)從事家電延保服務(wù)的企業(yè)越來越多,但形成品牌效應(yīng)、被消費(fèi)者廣泛認(rèn)知的企業(yè)不多;且國內(nèi)關(guān)于延保服務(wù)的性質(zhì)認(rèn)定,監(jiān)管等都還不成熟,不利于市場的健康發(fā)展。K企業(yè)作為一家全國性家電售后服務(wù)連鎖企業(yè),其延保服務(wù)業(yè)務(wù)發(fā)展迅速。K企業(yè)有家電制造商的背景,且自行銷售延保服務(wù),具有強(qiáng)大的維修服務(wù)兌現(xiàn)能力。在典型的延保模式中,K企業(yè)基本上覆蓋所有主要的環(huán)節(jié)。本文通過文獻(xiàn)綜述、現(xiàn)場訪談、企業(yè)內(nèi)部材料分析等方法,厘清延保業(yè)務(wù)的各個環(huán)節(jié)和運(yùn)作模式等;通過分析K企業(yè)的延保產(chǎn)品開發(fā)和銷售過程,可以對延保產(chǎn)品類型、延保服務(wù)定價、服務(wù)兌現(xiàn)規(guī)劃、影響延保產(chǎn)品的核心因素、渠道選擇、企業(yè)內(nèi)部管理平臺、銷售人員管理方面進(jìn)行系統(tǒng)的總結(jié),給其他延保企業(yè)提供借鑒。目前互聯(lián)網(wǎng)、物聯(lián)網(wǎng)、家電智能、大數(shù)據(jù)技術(shù)等發(fā)展迅猛,影響著實(shí)體產(chǎn)品的產(chǎn)品設(shè)計(jì)、營銷模式、渠道選擇、售后管理等。延保服務(wù)作為實(shí)體產(chǎn)品的附屬服務(wù)產(chǎn)品,也會受到新技術(shù)的影響。本人通過分析K企業(yè)的延保業(yè)務(wù)存在的問題,對延保未來影響延保服務(wù)的因素進(jìn)行總結(jié)并提出建議。
[Abstract]:Extended guarantee service originated from the United States and was introduced into China in 2006. In the developed countries of Europe and America, the acceptance of extension guarantee is high and the scale of transaction is huge. However, in China, the extended insurance service has just started, and consumers have low awareness, but the potential market scale is huge, such as the purchase rate of extended insurance reaches the level of Europe and the United States, and only the household appliances field has a market scale of 10 billion yuan a year. There are more and more enterprises engaged in extended insurance services for household appliances in China, but there are not many enterprises with brand effects that are widely recognized by consumers; and domestic enterprises regarding the nature of extension insurance services are still immature in terms of their nature, supervision, and so on. As a nationwide after-sales service chain enterprise for household appliances, its extended insurance service business has developed rapidly. K enterprises have the background of home appliance manufacturers and sell extended insurance services on their own. Strong maintenance service delivery ability. In the typical extended guarantee mode, K enterprises cover almost all the main links. Through literature review, on-the-spot interviews, internal material analysis and other methods, this paper clarifies the various links and operation modes of extension insurance business, and analyzes the development and sales process of extended insurance products in K enterprises, which can be used to analyze the types of extended insurance products. The pricing of extension insurance service, the planning of service delivery, the core factors affecting the product of extension insurance, the selection of channels, the internal management platform of the enterprise and the management of sales personnel are systematically summarized, which can be used for reference by other extension insurance enterprises. At present, the Internet of things, Internet of things, home appliance intelligence, big data technology and other rapid development, affect the physical product design, marketing model, channel selection, after-sales management, and so on. As a subsidiary service of physical products, extension service will also be affected by new technology. By analyzing the problems existing in the extended insurance service of K enterprise, I summarize the factors that affect the extended insurance service in the future and put forward some suggestions.
【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】：2014
【分類號】：F274;F426.6

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本文編號：2113390