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论文编号：	10283
作者编号：	2220160872
上传时间：	2018/12/5 17:16:43
中文题目：	天津华泰通汽车4S店顾客需求导向的系列措施研究
英文题目：	Research on the Customer Need-oriented Business Measures of Tianjin Huataitong Auto 4S Store
指导老师：	柳茂平教授
中文关键字：	4S 店；顾客需求导向；经营措施；价值链
英文关键字：	4S shop；Customer Need Orientation；Business Measures；Value Chain
中文摘要：	当前品牌4S店几乎遍布我国各大城市，已然成为我国普通汽车用户日常购买、保养和更新车辆的主要销售终端，但目前对于这类顾客的需求研究相对较少，相对于普通的汽车销售门店、维修机构，4S店通常拥有更为全面的销售与专业的维修体系，加之其作为消费者购买汽车的起点，更能体现汽车行业全面服务的发展理念。为回应这一现实，本文确立了自身的研究意义，可分为理论和实践两个维度。理论维度主要集中于对价值链、顾客需求等相关理论应用的丰富以及对相关领域研究方法的完善。就理论层次而言，当前关于汽车4S店的研究，普遍从顾客关系、服务质量等角度出发，以案例或理论分析作为主要研究方法，诚然说明了其中的一些问题，但对于潜藏于顾客表达以及其实际需求之间关系的探讨甚少，本文通过量化调查的方式予以了回应；就实践层次而言，本文的研究不仅提升了笔者的研究水平，更提高了天津华泰通汽车4S店的经营水平。在此背景下，本文确立了基本的研究。首先在第二章中确立全文的理论分析框架，以顾客需求和价值链的构建为主要分析逻辑，通过应用服务营销等理论，配合优化企业组织管理与人力资源管理效率相关理论，分析天津华泰通汽车4S店顾客需求并提出对策；其次，通过第三章对当前我国4S店行业现状以及天津华泰通汽车4S店经营实际的分析，找出其中的人力资源配置、经营理念确立、管理效能发挥等方面的现状与问题，为深入天津华泰通汽车4S店顾客需求以及重铸相关核心业务流程铺垫。再次，第四章则是在前文的基础上分析天津华泰通汽车4S店顾客需求，以量化数据处理其中隐藏的逻辑关系，找出重塑天津华泰通汽车4S店核心业务流程的具体导向；最后则总结前文的成果，从组织管理、人力配置等方面提出系统性建议，形成第四章、第五章两个章节。为达成以上研究思路，本文采取了文献分析法、逻辑推理法、问卷调查法以及实地调查法等4种研究方法。经过系统的研究，本文得出了以下主要结论。首先，本文以价值链与顾客需求相关理论为导向，制定了针对天津华泰通汽车4S店顾客需求的调查问卷，加之实地调查法，找出了天津华泰通汽车4S店顾客的真实需求情况；其次，通过对天津华泰通汽车4S店顾客需求的调查，本文发现天津华泰通汽车4S店的服务需要根据顾客需求进行重塑，而这种重塑本身就是对汽车行业发展情况以及天津华泰通汽车4S店自身经营情况的提升性回应。最后，本文对进一步探查、满足天津华泰通汽车4S店顾客需求，提升天津华泰通汽车4S店经营水平，提出了一系列策略，这些经营性策略从组织与人员等，天津华泰通汽车4S店从内部资源入手，以提振天津华泰通汽车4S店顾客忠诚度为导向，形成一个新的经营系统；此外，本文的研究也对学界相关研究现状、趋势以及天津华泰通汽车4S店经营的局限做出了回应。当前我国汽车行业已经由价格竞争、规模竞争向服务竞争、细分市场变化，汽车4S店作为汽车销售与维护的多用途终端，其发展早已进入了瓶颈期。
英文摘要：	The current brand 4S stores are almost all over the major cities in China, and have become the main sales terminals for ordinary car users in China to purchase, maintain and update vehicles daily. However, there is relatively little research on the needs of such customers. Compared with ordinary car sales stores and maintenance organizations, 4S stores usually have a more comprehensive sales and professional maintenance system, and as a starting point for consumers to buy casdadrs, it can better reflect the development concept of comprehensive service in the automotive industry. In response to this reality, this paper establishes its own research significance, which can be divided into two dimensions: theory and practice. The theoretical dimension mainly focuses on the richness of relevant theoretical applications such as value chain and customer demand, as well as the improvement of research methods in related fields. As far as the theoretical level is concerned, the current research on automobile 4S stores generally takes the case or theoretical analysis as the main research method from the perspectives of customer relationship and service quality. It is true that some of these problems are explained, but they are hidden in customer expression and There is very little discussion on the relationship between their actual needs. This paper responds by means of quantitative surveys. As far as the level of practice is concerned, the research in this paper not only improves the research level of the author, but also improves the management level of Tianjin Huataitong Auto 4S shop. In this context, this paper establishes basic research. Firstly, the theoretical analysis framework of the full text is established in the second chapter. The main analysis logic is based on the customer demand and value chain construction. Through the application of service marketing theory, and the optimization of the theory of enterprise organization management and human resource management efficiency, Tianjin Huataitong is analyzed. Car 4S shop customer demand and propose countermeasures. Secondly, through the third chapter, the current situation of China's 4S shop industry and the actual operation of Tianjin Huatai Auto 4S shop, find out the status quo and problems of human resource allocation, management concept establishment and management effectiveness. Huatai Auto 4S shop customer demand and recast related core business process. Thirdly, the fourth chapter analyzes the customer needs of Tianjin Huataitong Auto 4S shop on the basis of the previous article, quantifies the hidden logical relationship and finds the specific direction to reshape the core business process of Tianjin Huataitong Auto 4S shop. Finally, the results of the previous papers are summarized. Systematic suggestions are proposed from the aspects of organization management and manpower allocation, and the fourth chapter and the fifth chapter are formed. In order to achieve the above research ideas, this paper adopts four research methods: literature analysis method, logical reasoning method, questionnaire survey method and field investigation method. After systematic research, this paper draws the following main conclusions. First of all, based on the theory of value chain and customer demand, this paper has developed a questionnaire for the needs of Tianjin Huatai Auto 4S shop customers, and the field investigation method, to find out the real needs of Tianjin Huataitong Auto 4S shop customers. Secondly, through the investigation of the customer demand of Tianjin Huataitong Auto 4S shop, this paper finds that the service of Tianjin Huataitong Auto 4S shop needs to be reshaped according to customer needs, and this remodeling itself is the development of the auto industry and Tianjin Huatai Auto The 4S store's own business situation improved response. Finally, this paper proposes a series of strategies to further explore and meet the needs of Tianjin Huataitong Auto 4S shop customers and improve the operation level of Tianjin Huatai Auto 4S shop. These business strategies start with the internal resources of Tianjin Huataitong Auto 4S store, such as organizations and personnel, to promote the customer loyalty of Tianjin Huataitong Auto 4S store, and form a new operating system. In addition, the research in this paper also responded to the current status and trends of academic research and the limitations of Tianjin Huatai Auto 4S shop. At present, China's auto industry has changed from price competition, scale competition to service competition and market segmentation. As a multi-purpose terminal for automobile sales and maintenance, the automobile 4S shop has already entered a bottleneck period.
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