长安福特服务营销战略规划及实施

上海交通大学硕士学位论文长安福特服务营销战略规划及实施姓名：曹格非申请学位级别：硕士专业：工商管理指导教师：孟宪忠20060115THERESEARCHONSERVIECEMARKETINGSTRATAGEFORCHANGANFORDABSTRACTThepapermakethreeyearstratagemafterthedetailanalysisforexteriorcircumstanceandstrengthenandweaknessforthecompany.Inchapterone,wesummarytheobjectiveandstructuresofpaper.Paperstudythemacroandmicrocircumstancetoidentifywhat'sopportunityorchallengeforcompanyandthenanalysistheoperationofcompanytoseewhereisourstrengthandwhereisourweaknessinchapterthree.Inchapterfour,wemakeSWOTanalysistopositionservicestratagemforChangAnFORD,inchapterfive,paperfocusonhowtoimplementtheservicemarketingstratagemandrecogniseseveralkeypartsinthewholeprocesstomakeitsuccessfulimplementation.ToadoptthedifferentiationservicemarketingstratagemshouldbethecoreelementforFordcompanyandForddealershipsystems,therearealwayslotsgoodidealsandstratageminrealbusinessoperation,butinmosttime,thoseidealsjustturnouttobeideals,therootcauseisincompleteimplementation,sothepaperraisesomefeasibilityactionplanandadviceonhowtoimplementthestratagemsuccessfully.KEYWORDS:servicemarketing,authorizeddealership,servicechainstation,servicebrandMBA120034S/62-320031.32.MBA1.2.3.MBA24.MBASWOTMBA31903T2090199510()1996“”“”1615“1”  “”-1995BADR3B29.96()30%1997Transit79121517136(5)200142550%20047-202005SUVMBA4200581004/20059181.65.4878SUVPAGCSOFordCreidJMCMBA535%18.9%34.5%161154.8116GDP345.3316.12.7200715GDP14.863/4PAG-81106MBA11.110“18”WTOMBA2T-shirt,DIYWTO1)2006MBA320%20%50%60%1)/65%2)4S4S3)1.2309000“()()MBA41.2.14S/1)AC1998ACDelcoNAPA2001“”“”“”“”“”30120405-5MBA58000-10000120/4S/4S1-16342133015286223804422-129%28%43%65%2-2.66162119835333451129%28%43%MBA6//1)2)3)/1-2/12345/6740024892)MBA75500300153850003)4)5)//MBA81.2.217024WTO2002302006AC200820030051000YellowHat()-1.2.3/4SMBA91.2.411-1.510-152-1FIGURE2-1CompetitivesituationofFord//MBA101.2.5/524.520105600“”4204002004“”2005-2003“Friend”“”“Friend”“”“”“8”“”()“”BuickCare200211156“”///MBA111)2)6///4SQualityCare61)200220052)MBA122.12-1FIGURE2-1OrganizationChartForCAF//MBA131)//0522)40%3)80%37%MBA142.2.2.2.1351.2.3.4.MBA155.010203040506070Q1Q2Q3Q4Q5Q6Q7Q8Q9Q10Q11Q1270Q1655  Q2637  Q3619  Q450164 Q545205 Q6322117 Q720464 Q8843145Q9745153Q10447172Q11 24424Q12 264132-2FIGURE2-2CustomerDemandSurveyQualityCareMBA16QualityCare5S,12121/DCRC90215151534/5/6MBA17,7100%89/,,,,10/(),,,113—5,,,,.122003MBA182004QC2005QualityCareQualityCare2-3FIGURE2-3CustomerSatisfactionTrendForDealership2.2.2!9121418253778808283869005010004Q104Q204Q304Q405Q105Q1MBA192.2.32.2.4400,,,1012.2.5•••••••••••MBA202.2.6/4S1)20031020051202)QualityCareMBA213)4)3-45)20052.31015QualityCareQualityCareMBA22200495%QualityCare55%QualityCare2001QualityCareCVP-20012-4CVPFIGURE2-4FordCVPScoreForSalesAndServiceJ.D.POWER20022004758783802ToyotaNissan484860492524232042403838323126212719171918232428384144471520253035404550556065Q2'01Q3'01Q4'01Q1'02Q2'02Q3'02Q4'02Q1'03Q2'03Q3'03Q4'03Q1'04Q2'04Q3'04SalesServiceMBA23J.D.POWER2-5J.DPowerCVPFIGURE2-5FordCVPScoreForSalesAndServiceByJ.D.Power200178%200488%102-6660680700720740760780800820840860FordToyotaNissanMitsubishiMazda20022003200485%87%88%90%88%88%78%80%79%80%84%85%75%80%85%90%2002Q12002Q22002Q32002Q42003Q12003Q22003Q32003Q42004Q12004Q22004Q32004Q4MBA24FIGURE2-6FixRightFirsttimeRateTrend1)2)3)QualityCareMBA253.1SWOTSWOTSWOT3-1SWOT112234S34QualityCare4556677MBA26811WTO2233445563.21)2)-MBA271)2)FordService1)FordServiceFORD2)FordService3)FordServiceFordService61)MBA282)3)4)5)6)SWOTFordService4S1)4S2)-3)400MBA294)4S5)246)200200-500127)108)FordService9)10)MBA30FordService3-2FIGURE3-2DNAOfFORDSERVICEFordService/QualityCare///MBA312-31)2)2006-20081)QualityCare122)2-33)4004)5)MBA326)FordService7)8)DIY4.14.1.120065-1475%ØØ4-1// 1452823613330544224MBA33 1356230332854357 13012226732654287ØQualitycare100Qualitycare152006401.2006102.3-43.MBA344.40%-50%5.DMS200650%6.FordService7.8./9.24.1.220071)Qualitycare40%40%80%2)3)FordServiceMBA354)FordService4.1.3200820084S/FordService4.24.2.11)2)MBA361)2)3)4)5)QualityCare420064-2FIGURE4-2OrganizationChartForServiceMarketingDept.Qualitycare//QualitycareMBA374.2.2SWOTFordService1)2)5-11825%10%-15%5-2183000MBA384-1051052053054055056057058129716121416151011111.6%14121713131621161221414.0%21252326323028302152424.7%45504656595164634344849.8% 92969311111611112912487297 4-2 /800-120020-5050-1304-1030-80/3-10/12%14%25%49%MBA394.2.3CVP1)2)1553)15515MBA40MBA41++MBA42[1].,200291-290[2]1999121-189[3]2004110-152[4]2002100-160[5]200193-101[6]S19999-12[7]2005[8]20031-3[9]A.2002[10]2002.4[11]S1999MBA43MBAMBA44[1]212005长安福特服务营销战略规划及实施作者：曹格非学位授予单位：上海交通大学本文链接：授权使用：上海海事大学(wflshyxy)，授权号：f15cabee-ea71-4d7c-8537-9e2200be8311下载时间：2010年11月2日