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论文编号：	8360
作者编号：	2120142493
上传时间：	2016/6/8 10:26:50
中文题目：	基于服务营销解放变速箱分公司的服务品牌研究
英文题目：	Research of JIEFANG transmission company service brand based on service marketing
指导老师：	韩德昌 教授
中文关键字：	解放变速箱分公司；服务营销；服务品牌；客户满意度
英文关键字：	JIEFANG Transmission company; service marketing; service brand; customer satisfaction
中文摘要：	随着中国成为全世界范围内最大的汽车消费市场，中国车市也开始迈入“普及时代”。越来越多的消费者将售后服务质量视为企业实力的表现，而车市也由之前注重售前服务向注重售后服务转移。不同品牌的产品服务质量存在较大差异，产品服务质量直接影响到消费者是否选择某一品牌的产品。高质量的服务具有五个基本特征，一是专业；二是规范；三是透明；四是高效；五是人性化。企业为客户提供专业、规范、透明的服务，不仅有利于车辆的保养和维护，而且还能使客户感到安心，而高效和人性化的服务，能够使客户减少时间成本的付出，为客户带来别样的服务感受。 汽车及总成品牌服务网点的服务质量主要体现在技术、标准、流程、管理以及人才五个方面，它体现了服务网店的整体综合实力。对大部分消费者来说，总是对成熟品牌的服务比较青睐。从当前来看，各汽车厂家越来越重视产品研发，再加上各汽车厂家价格战略的持续升级，汽车市场逐渐转变为买方市场，新车利润空间逐渐缩小，很多汽车厂家由最初的重视整车销售逐渐向注重售后市场转移；另外，由于同一级别的车型总成配置同质化现象十分严重，导致消费者对售后服务越来越重视，综合以上因素，汽车生产厂家纷纷制定了售后服务战略。 汽车及总成生产厂家为了实现服务差异化，使售后服务越来越规范化，同时也为了使更多的消费者提高对售后服务的满意度，开始着力打造服务品牌，力求将更高质量的售后服务提供给消费者。汽车厂家一方面深入分析消费者的维修保养需求、习惯，以及不满意的地方，另一方面在最短时间内制定出专业化、快捷化的服务方案，使消费者体验到规范、专业、高质量的服务。在企业售后服务领域，服务品牌处于关键地位，直接决定着售后服务的方向，因而汽车生产厂家要致力于打造服务品牌，提升品牌知名度，这需要汽车厂家花费很长的时间去实现。 本研究将结合解放商用车及分总成营销理念，精益营销管理，营销管理体系改善，以及营销服务网络近年来的变革，对通过创建服务品牌促进解放商用车市场销售战略进行一些探索性研究，提出创建解放商用车与动力总成服务品牌的一些思路和具体办法。
英文摘要：	After becoming the world's largest vehicle market, vehicle was more common to Chinese customer. Then, consumers put the importance on service, market also focus on services. In this transition period, the services level becomes a important KPI to consumers and manufacturers. High quality service could be summarized as "five characteristics of professional, efficient, transparent, standardized, user-friendly". Professional, standardized, transparent service make the vehicle best status, also make customers feeling more secure; efficient and personalized service save customers time and having a joyful service experience. Service quality which be comprehensive strength of service network includes technology, standard, process, management and person. Most consumers will tend to trust a fully-fledged brand service. At this period , the automobile manufacturers to increase R & D efforts, continual upgrading of the price war, resulting in the vehicle has changed from seller's market to buyer's market.continue to compress new vehicle sales profit, causing manufacturers to compete on the value chain has gradually infiltrated by vehicle sales to after sale market; Coupled with the same level vehicle type day tends to homogenization, consumers increasingly value the after sale service, so the vehicle manufacturers will after sale service referred to a strategic height. Manufacturers in order to enable the customer service construction program to follow, to achieve service differentiation, and is convenient for promotion and consumer awareness, have launched the service brand, customer service in the field of deep secret agents. Automobile manufacturers in the in-depth study of consumer habits, repair and maintenance needs, concerns and complaints, in a professional, fast, efficient solutions to customer vehicles encountered problems, to provide professional, standardized, and thoughtful service to consumers. Service brand is the enterprise customer service service area of the soul, is the direction of customer service work. And set up service brand, enhance brand awareness, enhance the brand value, this is a difficult and long process of the system. This study will be combined with the JIEFANG commercial vehicle marketing concept, improve the lean marketing management, marketing management system, reform and marketing service network in recent years, through the creation of service brand to make some exploratory research to promote the JIEFANG commercial vehicle market sales strategy, put forward some ideas and specific measures to create JIEFANG commercial vehicle service brand.
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