【摘要】：在過去的十年中,我國的汽車企業(yè)及其4s店經(jīng)銷商如雨后春筍般地突起,各大汽車廠商都在這一行業(yè)大爆發(fā)中獲得了一杯羹。汽車進(jìn)入平常百姓家已經(jīng)不再是天方夜譚。但隨著我國汽車保有量的逐年增長,汽車行業(yè)在中國從井噴式的發(fā)展逐漸進(jìn)入了平穩(wěn)式的發(fā)展階段。這是一次挑戰(zhàn)也是一個機遇,汽車企業(yè)如何在穩(wěn)步增長的市場環(huán)境下去獲得更高的利潤、吸引更多的客戶、建立更好的品牌形象必將成為未來汽車企業(yè)無法逃避的問題。 毋庸置疑,在整個購車過程中,顧客滿意度的高低直接影響這企業(yè)營銷的成敗,而在整個用車體驗過程中,顧客滿意度的好壞無疑成為企業(yè)能否長期持續(xù)發(fā)展的關(guān)鍵。對于當(dāng)下中國汽車企業(yè)而言,只有擁有了顧客售后高滿意度的支持后,企業(yè)才能夠在平穩(wěn)發(fā)展階段的激烈競爭中傲視群雄,將顧客牢牢地吸引住。 本文將通過對文獻(xiàn)進(jìn)行歸納總結(jié),為本領(lǐng)域的研究提供參考,并構(gòu)建相關(guān)滿意度影響因素模型進(jìn)行實證研究,使汽車企業(yè)充分認(rèn)識到售后市場滿意度中各因素間的關(guān)系。同時,本文將采用調(diào)研咨詢法、問卷調(diào)查法、文獻(xiàn)研究法、數(shù)理統(tǒng)計分析法等方法對汽車售后市場滿意度影響因素的變量進(jìn)行分析和驗證,對研究進(jìn)行客觀的總結(jié),結(jié)合現(xiàn)存問題為汽車企業(yè)提供相應(yīng)的意見及建議,幫助汽車企業(yè)在平穩(wěn)增長期中獲得更好的發(fā)展。
[Abstract]:Over the past decade, auto companies and their 4s dealerships have sprung up in China, and all the big automakers have got a piece of it in the explosion of the industry. It is no longer impossible for cars to enter ordinary people's homes. However, with the increase of automobile ownership in China, the automobile industry in China has gradually entered the stage of flat development from blowout type. This is a challenge as well as an opportunity. How to obtain higher profits, attract more customers and establish a better brand image in the steady growth of the market environment will become an unavoidable problem for automobile enterprises in the future. There is no doubt that the level of customer satisfaction has a direct impact on the success or failure of marketing in the whole process of car purchase, and in the whole experience of car use, the quality of customer satisfaction has undoubtedly become the key to the long-term sustainable development of the enterprise. As far as Chinese automobile enterprises are concerned, only with the support of high customer satisfaction after sale can the enterprises be able to stand out in the fierce competition in the stable development stage and attract the customers firmly. Through summarizing the literature, this paper will provide reference for the research in this field, and construct the relevant model of influencing factors of satisfaction for empirical research, so that automobile enterprises can fully understand the relationship between the factors in the after-sale market satisfaction. At the same time, this paper will use the methods of investigation and consultation, questionnaire survey, literature research, mathematical statistics analysis and other methods to analyze and verify the variables of the influencing factors of automobile after-sale market satisfaction, and make an objective summary of the research. Combined with the existing problems, this paper provides corresponding suggestions and suggestions for automobile enterprises to help them get better development in the stable growth period.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F274;F426.471

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