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1南昌工程学院07级毕业（设计）论文工商管理学院院（系）市场营销专业题目中国汽车行业的顾客满意度提升策略研究学生姓名叶新颖班级07市场营销（双学位）学号2007100025指导教师刘文辉日期2011年1月10日南昌工程学院教务处订制2中国汽车行业的顾客满意度提升策略研究China'sautoindustry,CustomerSatisfactionPromotionStrategy总计毕业设计（论文）30页表格23个插图6幅3内容提要随着全球一体化进程的加快和竞争的激烈，顾客满意成为了每个企业追求的目标。我国的汽车行业已经步入了高速发展的快车道，行业市场竞争空前激烈，产品同质化越来越高、可替代性越来越强、服务模式也日趋同一化，顾客的消费行为亦由感性阶段进入了理性阶段，在这样一个复杂、瞬息万变的市场激烈竞争中，单纯的产品策略、服务策略等营销手段无疑已经无法被顾客识别，而以“顾客为中心”，不断提高顾客满意度、提升顾客忠诚度、培养独特的品牌已经成为了轿车企业突围的唯一出路。本文将对中国汽车行业市场的顾客满意度就以下几个方面进行研究:首先，本文回了中国汽车行业市场的发展历程、分析轿汽车市场的特点和竞争态势，阐述了顾客满意度的一般理论以及该理论在国内外的研究状况。其次，本文重点对中国汽车行业的客户满意度进行了分析，通过建立中国汽车行业市场的顾客满意度分析测评模型，定性研究了关于顾客满意度，顾客忠诚度和顾客认可度之间的关系，并以一汽-大众某品牌作为案例，定量分析了顾客满意度对于企业市场占有率和销售量的相关关系，建立了适合一汽－大众该品牌的联系服务与销售的战略模型。结果显示，就经验分析来讲，我们可以肯定，顾客认可度、顾客忠诚度与销售量和市场占有率之间有正相关性。并且，顾客满意度的提高对销售量和市场占有率有显著的影响。在对我国汽车行业市场顾客满意度研究的基础上，本文认为，在假定顾客成本一定的前提下，顾客认可度决定于顾客满意度，进而影响了顾客忠诚度，而顾客忠诚度是汽车企业营销战略的重要指标。因而，最后本文提出了中国汽车行业市场顾客满意度的提升策略。关键词：顾客满意度顾客认可度顾客忠诚度分析测评模型4AbstractWiththeacceleratedprocessofglobalintegrationandcompetitionfierce,customersatisfactionasthegoalofeverybusiness.China'sautoindustryhasenteredarapiddevelopmentofthefastlane,theindustryunprecedentedfiercecompetitioninthemarket,increasingproducthomogeneity,irreplaceablegrowing,serviceorientedmodelisalsoincreasinglythesame,consumerbehavioralsoincreasedfromperceptualstagetotherationalstage,insuchacomplexandrapidlychangingmarketcompetition,thesimpleproductstrategy,servicemarketingstrategyhasundoubtedlynotbethecustomeridentification,andthecustomercentric,andcontinuouslyimprovecustomersatisfaction,enhancecustomerloyalty,developauniquebrandofcarcompanieshasbecometheonlywaytobreakthrough.ThismarketwillbeChina'sautomobileindustrycustomersatisfactionresearchonthefollowingaspects:First,wereturntotheChineseautomotiveindustrymarketdevelopmentprocess,analyzethecharacteristicsofsedancarmarketandcompetitionsituation,describesthegeneraltheoryofcustomersatisfactionandthetheoryofthesituationathomeandabroad.Secondly,thispaperfocusesontheChineseautomotiveindustryisanalyzedcustomersatisfactionthroughtheestablishmentofChina'sautoindustrymarketanalysisevaluationmodelofcustomersatisfaction,qualitativeresearchoncustomersatisfaction,customerloyaltyandcustomeracceptanceoftherelationshipbetweenandtheFAW-Volkswagenbrandasacaseofaquantitativeanalysisofmarketshareandcustomersatisfactionforbusiness-relatedsales,andsettingupasuitableFAW-Volkswagenlinksthebrandandmarketingstrategyservicesmodel.Theresultsindicatethat,intermsofempiricalanalysis,wecanbesure,thecustomeracceptance,customerloyaltyandsalesvolumeandmarketsharepositivecorrelationbetween.Moreover,theimprovementofcustomersatisfactionandmarketshareofsaleshasasignificantimpact.Chinaautoindustryincustomersatisfactionresearchbasedonthemarket,thepaperthattheassumptionthatthecostofcertaincustomerpremise,thecustomeracceptancedependsoncustomersatisfaction,whichaffectscustomerloyalty,andcustomerloyaltyintheautomotivemarketingimportantindicatorofthestrategy.Thus,finallythispaper,China'sautoindustrymarketstrategiestoenhancecustomersatisfaction.Keyword:CustomerSatisfactionCustomeracceptanceCustomerLoyaltyMeasurementModelAnalysis5目录第一章顾客满意度的基本理论和分析测评模型·······················11.1顾客满意的基本概念··········································11.2顾客满意的基本特性··········································21.3顾客满意度与顾客满意度指数··································31.4顾客满意度分析测评模型----ACSI模型·············4第二章中国汽车行业现状、特点及地位·····························62.1中国汽车市场的发展现状······································62.2中国汽车市场的特点··········································72.3中国汽车行业的地位·····················9第三章中国汽车行业的顾客满意度分析测评模型·····················113.1分析测评模型·················································113.1.1指标的选取···············································113.1.2构建模型·················································123.2调研过程介绍················································143.2.1问卷调查样本数据········································143.2.1.1调研对象与方法·······································143.2.1.2问卷调查样本与数据分析·······························153.2.1.3调研中存在的问题·····································183.2.2调研结果分析············································183.2.2.1关系分析·············································183.2.2.2对比分析·············································193.2.2.3MOT图··············································20第四章中国汽车行业的顾客满意度提升策略·························234.1营销策略····················································234.2服务策略····················································234.3产品策略····················································244.4价格策略····················································24参考文献··························································256第一章顾客满意度的基本理论和分析测评模型1.1顾客满意的基本概念自从Cardozo于1965年首次提出顾客满意的概念以来，顾客满意的研究己进行了几十年，然而学者们对顾客满意的定义仍然存在着多种认识，并没有一个公认的统一的定义。Oliver(1997)对此给予了尖锐的批评:“在被要求给出定义之前，每个人似乎都知道什么是满意。看起来没有夕、知道(什么是顾客满意)”然而尽管各个学者给出的满意定义有很大的差别，我们还是可以发现顾客满意各概念的一些共同之处C经过对现有文献的梳理，顾客满意的多种定义可以大致分为以下三类:第一种观点认为顾客满意是顾客对所付出成本与所获得收益进行比较后所产生的感受。这一观点最早由Howard和Sheth于1969年提出，他们将顾客满意度用于消费者理论，认为“顾客满意是消费者对所付出代价与所获得收益是否合理进行评判的心理状态”。1982年，Churchill和Su