【摘要】：汽車(chē)售后維修服務(wù)管理是汽車(chē)營(yíng)銷(xiāo)環(huán)節(jié)中的一項(xiàng)重要工作。隨著近年來(lái)中國(guó)汽車(chē)工業(yè)的飛速發(fā)展,中國(guó)的汽車(chē)也在逐步走向世界,海外銷(xiāo)量不斷增加,使得海外市場(chǎng)的售后維修服務(wù)管理方法成為所有中國(guó)車(chē)企亟需解決的課題。目前無(wú)論是國(guó)內(nèi)還是國(guó)外市場(chǎng),汽車(chē)行業(yè)競(jìng)爭(zhēng)異常激烈,產(chǎn)品呈同質(zhì)化趨勢(shì),已經(jīng)很難在性能和質(zhì)量上形成明顯競(jìng)爭(zhēng)優(yōu)勢(shì)。但是在海外市場(chǎng)售后維修服務(wù)管理方面,國(guó)內(nèi)所有的車(chē)企還都處于摸索的階段,如果我們能在這方面率先取得突破,勢(shì)必可以在激烈的競(jìng)爭(zhēng)當(dāng)中占得先機(jī)。FVW集團(tuán)作為國(guó)內(nèi)較大的汽車(chē)生產(chǎn)企業(yè),其國(guó)內(nèi)各方面如網(wǎng)絡(luò)、技術(shù)、規(guī)模等都處于較領(lǐng)先的水平,但是海外市場(chǎng)的售后管理方法和網(wǎng)絡(luò)建設(shè)都處于初級(jí)水平,甚至與國(guó)內(nèi)很多競(jìng)爭(zhēng)對(duì)手相比都有明顯不足。本文通過(guò)發(fā)動(dòng)機(jī)冷卻系統(tǒng)這一典型問(wèn)題的海外處理方式,從FVW微車(chē)主機(jī)廠的角度出發(fā),分析目前FVW微車(chē)海外售后維修服務(wù)管理的現(xiàn)狀以及存在的問(wèn)題,并提出了解決方案。全文共分為六章,第一章緒論,交代了研究的背景和意義;第二章為國(guó)內(nèi)外研究現(xiàn)狀以及相關(guān)理論的應(yīng)用;第三章是FVW公司微型車(chē)發(fā)動(dòng)機(jī)冷卻系統(tǒng)海外售后維修服務(wù)管理的現(xiàn)狀分析;第四章是針對(duì)問(wèn)題的優(yōu)化方案設(shè)計(jì);第五章為優(yōu)化方案的保障措施;最后第六章是本文的結(jié)論與展望。其中運(yùn)用了SWOT分析法、訪談法與調(diào)查法等方法,指出了FVW微車(chē)售后服務(wù)管理存在的理念落后、組織機(jī)構(gòu)不合理、信息傳遞不準(zhǔn)確、索賠體系不健全和冷卻系統(tǒng)設(shè)計(jì)結(jié)構(gòu)漏洞等問(wèn)題。通過(guò)對(duì)這些問(wèn)題的分析,最終給出了有針對(duì)性的優(yōu)化方案,旨在促進(jìn)FVW微車(chē)售后維修服務(wù)管理工作的進(jìn)步,從而進(jìn)一步推動(dòng)中國(guó)汽車(chē)出口行業(yè)的發(fā)展。
[Abstract]:Automobile after-sale maintenance service management is an important work in automobile marketing. With the rapid development of China's automobile industry in recent years, Chinese cars are gradually moving towards the world, and overseas sales are increasing, which makes the management of after-sale maintenance services in overseas markets an urgent issue for all Chinese automobile enterprises. At present, the competition of automobile industry is extremely fierce in both domestic and foreign markets, and the products are homogeneous, so it is difficult to form obvious competitive advantage in performance and quality. However, in the management of after-sale maintenance services in overseas markets, all domestic car enterprises are still in the exploratory stage. If we can take the lead in making a breakthrough in this respect, we will certainly be able to take the lead in the fierce competition. FVW Group, as a large domestic automobile production enterprise, its domestic aspects, such as network, technology, scale and so on, are at a relatively leading level. However, the after-sale management methods and network construction in overseas markets are at the primary level, even compared with many domestic competitors. Through the overseas treatment of the typical problem of engine cooling system and from the point of view of FVW microcar mainframe factory, this paper analyzes the present situation and existing problems of overseas after-sale maintenance service management of FVW microcar, and puts forward some solutions. The full text is divided into six chapters, the first chapter is the introduction, which explains the background and significance of the research; the second chapter is the domestic and foreign research status and the application of related theories; the third chapter is the analysis of the overseas after-sale maintenance service management of the engine cooling system of FVW company; the fourth chapter is the optimization scheme design for the problem; the fifth chapter is the safeguard measures of the optimization scheme; finally, the sixth chapter is the conclusion and prospect of this paper. By using the methods of SWOT analysis, interview and investigation, this paper points out the problems existing in the after-sales service management of FVW microcars, such as backward concept, unreasonable organization, inaccurate information transmission, imperfect claim system and loophole in the design structure of cooling system. Through the analysis of these problems, finally, a targeted optimization scheme is given in order to promote the progress of after-sale maintenance service management of FVW microcars, so as to further promote the development of China's automobile export industry.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2016
【分類(lèi)號(hào)】：F426.471

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