本文選題：汽車延保 + 項(xiàng)目營銷　； 參考：《吉林大學(xué)》2013年碩士論文

【摘要】：汽車延保即汽車延長保修期限，是指對(duì)于加入延長保修服務(wù)的車輛，在原廠質(zhì)量擔(dān)保期滿后因產(chǎn)品本身問題引起的車輛故障，在延長保修期內(nèi)可以繼續(xù)享受原廠保修的服務(wù)。延長保修期服務(wù)是對(duì)原廠整車質(zhì)保服務(wù)的一種延伸，用以解決品牌客戶車輛保修期滿后維修費(fèi)用不確定的風(fēng)險(xiǎn)。 汽車延保在我國仍然是一個(gè)新事物，很多消費(fèi)者對(duì)其存在著很多誤解。實(shí)際上，汽車延保是一種售后服務(wù)，指在原廠保修到期之后，對(duì)被保車輛延長一定的保修期限，當(dāng)被保車輛在正常使用中出現(xiàn)故障時(shí)，因此產(chǎn)生的維修免費(fèi)，保修針對(duì)的是產(chǎn)品本身，是針對(duì)內(nèi)因?qū)е碌墓收隙�。需要特別指出的是，汽車延保不同于汽車保險(xiǎn)，當(dāng)車輛發(fā)生事故涉及到別的車輛及人身傷害時(shí)，便屬于汽車保險(xiǎn)而非汽車延保服務(wù)的范圍了。 汽車延保服務(wù)的出現(xiàn)并非偶然，而是有一定的歷史背景條件的。產(chǎn)生背景有三：第一，汽車市場價(jià)格競爭日趨激烈，使得汽車行業(yè)競爭的焦點(diǎn)逐漸從價(jià)格轉(zhuǎn)向了品質(zhì)和售后服務(wù)方面；第二，消費(fèi)者對(duì)售后服務(wù)的關(guān)注和重視，使得汽車企業(yè)逐漸將售后服務(wù)工作越來越細(xì)化；第三，以往的促銷活動(dòng)如節(jié)假日給車做免費(fèi)“體檢”、免費(fèi)打氣、贈(zèng)送小禮品等已然沒有新意，汽車廠商和經(jīng)銷商都需要更新的辦法來吸引消費(fèi)者的關(guān)注。汽車延保就是在這樣的形勢(shì)下應(yīng)運(yùn)而生的。 推行汽車延保對(duì)于客戶和經(jīng)銷商而言，，都具有非常巨大的意義。對(duì)于客戶而言，延長保修可以節(jié)省費(fèi)用，對(duì)汽車的性能也可以更放心，全國聯(lián)保的服務(wù)更能為客戶帶來無限的便利，而具有延保服務(wù)的車輛在轉(zhuǎn)手時(shí)也可以具有更高的價(jià)值，使客戶的汽車能夠保值。對(duì)于品牌及經(jīng)銷商而言，推行延保對(duì)其方針目標(biāo)達(dá)成有重要促進(jìn)作用。首先延保合同有助于維持超出保修期的客戶繼續(xù)返店維修，減少客戶流失率；其次，延保作為一種服務(wù)產(chǎn)品，可以改變顧客過保后的消費(fèi)方式，促進(jìn)客戶返廠，帶動(dòng)服務(wù)產(chǎn)值的提升；再次，增加延保項(xiàng)目的服務(wù)，能夠使客戶安心購車、放心用車，有效提高客戶的滿意度；延保產(chǎn)品的推出可以展現(xiàn)出廠家對(duì)汽車質(zhì)量和性能的自信，讓消費(fèi)者也增強(qiáng)對(duì)品牌汽車質(zhì)量的認(rèn)可，提高品牌在消費(fèi)者心中的形象，促進(jìn)品牌汽車的銷售，等等，由此可見，延保服務(wù)對(duì)經(jīng)銷商而言也具有很大的吸引力。 按照不同的標(biāo)準(zhǔn)，汽車延保服務(wù)可以分為不同的類別。首先按照是否向客戶收取費(fèi)用，可以分為有償延保和無償延保。其次，按照延保服務(wù)開發(fā)商的不同又分為兩類：第一類是產(chǎn)品制造商為保障消費(fèi)者的合法權(quán)益所開發(fā)出的延保服務(wù)，另一種則是由專業(yè)延保機(jī)構(gòu)與汽車零售商合作的第三方汽車延保服務(wù)機(jī)構(gòu)。 汽車延長保修服務(wù)在我國是一門新興的行業(yè)，它起源于美國20世紀(jì)70年代，在美國已經(jīng)有超過40年的發(fā)展歷史，超過60%的美國車主都會(huì)在購買新車時(shí)主動(dòng)購買汽車延保服務(wù)。我國從2010年起將延保服務(wù)運(yùn)用到汽車售后服務(wù)中，因此汽車延保剛剛起步，是汽車后市場中的朝陽產(chǎn)業(yè)，按照西方汽車行業(yè)發(fā)達(dá)國家的汽車延保服務(wù)發(fā)展路徑，可以預(yù)見我國汽車延保行業(yè)將會(huì)有一個(gè)廣泛的發(fā)展前景，因此了解其項(xiàng)目營銷的方式對(duì)汽車延保行業(yè)的發(fā)展有著不可估量的社會(huì)意義。 本文在參閱大量相關(guān)文獻(xiàn)的基礎(chǔ)上，通過人員訪談、資料收集、數(shù)據(jù)分析等方法，詳細(xì)闡述了汽車延保的概念，國內(nèi)同行業(yè)的發(fā)展概況，在此基礎(chǔ)上，詳細(xì)分析了M汽車延保項(xiàng)目的所面對(duì)的市場環(huán)境，并對(duì)目標(biāo)市場進(jìn)行了細(xì)分、選擇和定位，運(yùn)用工作分解結(jié)構(gòu)逐層分解延保項(xiàng)目的工作范圍，逐個(gè)研究其中每項(xiàng)任務(wù)并完成設(shè)計(jì)，最后結(jié)合上述分析制定出相應(yīng)的營銷策略，主要從營銷渠道、促銷方式、目標(biāo)客戶選擇等方面提出營銷的對(duì)策，從人員設(shè)置、銷售管理、技能要求方面提出實(shí)施營銷策略的保障。 通過本文，相關(guān)延保行業(yè)人員和學(xué)者可以全面的了解汽車延保服務(wù)的營銷方案構(gòu)建過程，可為進(jìn)一步的汽車延保服務(wù)研究提供借鑒，為相關(guān)企業(yè)發(fā)展汽車延保服務(wù)提供一個(gè)樣板模式。筆者堅(jiān)信，只要能保證后期的服務(wù)，這將是一個(gè)快速增長、高收入、能創(chuàng)造更多就業(yè)機(jī)會(huì)的黃金行業(yè)，于國于民都是有利無害的。
[Abstract]:Automobile extension, that is, the extension of the warranty period, is an extension of the warranty service to the original vehicle, which is an extension of the warranty service for the original vehicle to be extended to solve the problem of vehicle failure caused by the product itself after the warranty period of the original factory is due to the problem of the product itself. The risk of maintenance costs of brand customers after the expiration of warranty period is uncertain.
Automobile extension is still a new thing in our country, many consumers have many misunderstandings. In fact, the automobile extension insurance is a kind of after-sales service. It means that after the original warranty expires, the warranty period is extended to the insured vehicle. When the insured vehicle is in normal use, the maintenance is free and the warranty is directed. It is the product itself, which is aimed at the internal cause of the failure. It needs to be particularly pointed out that the automobile extension is different from the automobile insurance. When the vehicle accident involves other vehicle and personal injury, it belongs to the scope of automobile insurance, not the vehicle extension service.
The emergence of automobile extension service is not accidental, but has certain historical background conditions. There are three background conditions. First, the competition of automobile market is increasingly fierce, which makes the focus of automobile industry gradually turn from price to quality and after-sales service; second, the attention and attention of consumer to after-sales service make the car enterprise. The industry has gradually refined the after-sale service work; third, the previous promotion activities such as holiday to the car do free "physical examination", free gas, gift and other gifts have no new idea, auto manufacturers and dealers need to update the way to attract consumers' attention. Steam Che Yanbao came into being under such a situation.
For customers and dealers, the extension of auto insurance is of great significance. For customers, the extension of the warranty can save the cost, the performance of the car can be more assured, the service of the national joint insurance can bring the unlimited convenience to the customers, and the vehicles with the maintenance service can also have higher value when they turn hands. To make the customer's car be able to keep the value of the car. For the brand and the dealer, the implementation of the extended insurance has an important role in promoting its policy. First, the extension of the contract will help to maintain the maintenance of customers beyond the warranty period and reduce the rate of customer loss. Secondly, as a service product, the extension can change the consumer after the insured. To promote the customer's return to the factory, promote the service value of the service, and again, increase the service of the extension protection project, can make the customer to buy the car, ease the car, effectively improve the customer satisfaction; the extension of the product can show the manufacturer's confidence in the quality and performance of the car, and let the consumers also enhance the recognition of the quality of the brand car, and improve the quality of the product. Brand image in the minds of consumers, promote sales of brand cars, and so on. It can be seen that the extended warranty service also has great attraction for dealers.
According to the different standards, the vehicle extension service can be divided into different categories. First, it can be divided into paid and unpaid extension according to the charge to customers. Secondly, according to the difference of the extension of the service developers, there are two categories: the first kind is the extension service developed by the product manufacturer to protect the legitimate rights and interests of the consumers. The other is the third party vehicle extension service agency, which is operated by professional extension insurance agencies and auto retailers.
Automobile extension service is a new industry in our country. It originated in the United States in 1970s and has a history of more than 40 years in the United States. More than 60% of the American owners will buy Automobile extension service voluntarily when they buy a new car. From 2010, our country will apply the extension service to the after-sale service of the car, so the car is postponed. It is a rising industry in the post car market. According to the development path of automobile extension service in developed countries of the Western automobile industry, it can be foreseen that the automobile extension industry in China will have a broad development prospect. Therefore, understanding the way of its project marketing has an immeasurable social significance to the development of automobile extension insurance industry.
On the basis of a large number of relevant documents, this paper expounds the concept of automobile extension and the development of the same industry in China through interviews, data collection, data analysis and other methods. On this basis, it analyzes the market environment of the M automobile extension project in detail, and carries out subdivision, selection and positioning of the target market. Using the work decomposition structure to decompose the scope of the project by layer by layer, study each task and complete the design one by one. Finally, the corresponding marketing strategy is formulated in combination with the above analysis. The marketing strategies are put forward mainly from marketing channels, promotion mode and target customer selection, which are put forward from the aspects of personnel setting, sales management and skill requirements. Implement the guarantee of marketing strategy.
Through this article, the personnel and scholars of the related insurance industry can fully understand the process of building the marketing scheme of automobile extension service. It can provide a reference for further research on automobile extension service and provide a model model for the related enterprises to develop automobile extension service. Growth, high income and gold industry that can create more employment opportunities are beneficial and harmless to the country and the people.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F274;F426.471

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相關(guān)期刊論文 前1條

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