汽车营销中售后服务存在的问题及对策研究解读

盐城工业职业技术学院毕业设计（论文）汽车营销中售后服务存在的问题及对策研究孟庆强系部机电工程系专业汽车技术服务与营销班级汽服1321班指导老师顾琪完成时间2015年12月1日—2015年12月25日摘要摘要近几年来，随着我国汽车工业的快速发展，大量汽车产品进入家庭，对汽车售后服务的需求随之也会急剧增加；汽车销售速度放缓，利润下降，导致很多企业开始转向售后服务。因为刚刚起步，门槛低，可供切入的市场缝隙比较多，相比较而言具有较大的市场上升机会和利润空间。要求汽车售后服务也要良性、快速向前发展。但是目前我国汽车售后服务处于发展初期，存在着很多不足和问题，针对这一问题，本论文通过文献研究、比较分析等方法，指出我国售后服务存在的问题，提供了完善的对策，即完善我国汽车售后服务网络、对汽车配件供应市场进行管理。本论文是总结了国内外汽车售后服务的成功经验、针对目前我国的市场形势和市场需求提出的，这对于完善我国汽车售后服务理论具有重要的学术价值和指导意义。关键词：汽车售后服务；服务营销；服务人才AbstractIAbstractInrecentyears,withtherapiddevelopmentofChina'sautomobileindustry,automotiveproductstoenterthefamily,onthecaraftersaleservicedemandwillincreasesharply;autosalespaceslowed,profitsdecline,resultinginmanyenterprisesbegantoturntotheaftersaleservice.Becausejuststarted,thedoorsillislow,canbecutinmarketnichesmore,incomparisonwithalargermarketopportunityandprofitspace.Automobileaftersaleservicerequirementstobenign,fastforward.ButthecaraftersaleserviceinChinaintheearlystagesofdevelopment,thereexistmanydeficienciesandproblems,inordertosolvethisproblem,thispaperthroughtheliteratureresearch,comparativeanalysisandothermethods,pointsouttheexistingproblemsinChinaaftersaleservice,providetheperfectcountermeasures,namelyconsummatesourcountryautomobileaftersaleservicenetwork,themanagementofautopartssupplymarket.Thispaperissuccessfulexperience,summarizesthedomesticandforeignautomobileaftersaleserviceinviewofthepresentmarketsituationandmarketdemand,whichhasimportantacademicvalueandsignificancetoimproveautomobileaftersaleservicetheoryinchina.Keywords:Automobileaftersaleservice;Servicemarketing;Servicepersonnel目录II目录第一章绪论................................................................................................................01.1选题背景和意义...................................................................................................01.1.1选题背景.........................................................................................................01.1.2选题意义.........................................................................................................01.2研究主要内容.......................................................................................................01.3研究方法和研究目的...........................................................................................11.3.1研究方法.........................................................................................................11.3.2研究目的.........................................................................................................11.4论文框架...............................................................................................................2第二章汽车售后服务与服务营销概述....................................................................32.1汽车售后服务概述...............................................................................................32.1.1汽车售后服务的定义.....................................................................................32.1.2汽车售后服务业的特点.................................................................................32.1.3汽车售后服务的功能.....................................................................................32.1.4汽车售后服务的内容....................................................................................42.1.5汽车售后服务理念.........................................................................................42.2服务营销理论.......................................................................................................62.2.1服务营销的定义.............................................................................................62.2.2服务营销的主要内容.....................................................................................62.2.3服务营销体系.................................................................................................7第三章汽车售后服务的现状分析............................................................................83.1发达国家售后服务市场的发展现状...................................................................83.1.1日本售后服务市场现状.................................................................................83.1.2美国售后服务市场现状.................................................................................83.1.3发达国家发展售后服务市场的经验启示.....................................................93.2我国汽车售后市场的现状.................................................................................103.2.1售后服务市场需求方面...............................................................................103.2.2售后服务市场供应方面..................................................................................103.2.3售后服务市场供需情况..................................................................................103.3营销理论在汽车售后服务体系中的运用.........................................................103.3.1产品...............................................................................................................103.3.2价格...............................................................................................................113.3.3促销...............................................................................................................113.3.4渠道.