【摘要】：隨著近年來中國經(jīng)濟的飛速發(fā)展,國內(nèi)的汽車市場也經(jīng)歷著一個緩慢而曲折的成長過程——從無到有,從有到不斷發(fā)展。短短30年的時間,中國的汽車行業(yè)已經(jīng)接近發(fā)達國家70年的發(fā)展歷程。如此飛速的增長,使得不同的汽車品牌陸續(xù)開始關(guān)注客戶資源,客戶忠誠度以及客戶的滿意程度,并且不斷改進和完善產(chǎn)業(yè)營銷方式,從而搶占市場,獲取更多的客戶資源。 本文通過對顧客滿意度的相關(guān)定義進行研究,并從江淮汽車品牌的發(fā)展實際出發(fā),通過江淮汽車品牌與其他的品牌滿意度現(xiàn)狀及差距,江淮汽車經(jīng)銷商運營能力概況和銷售服務情況以及江淮汽車品牌顧客滿意度的模型及測量體系分析,找出江淮汽車在銷售服務各個環(huán)節(jié)顧客滿意度問題表現(xiàn),并根據(jù)分析結(jié)果對顧客滿意度提升方向和具體措施提出建議。本文各個章節(jié)的內(nèi)容大致安排如下：第一章：介紹了提高顧客滿意度對于本文所研究的企業(yè)的重要意義,進一步闡述本文的總體研究背景,以及采用什么樣的研究方法。第二章：進一步闡述關(guān)于銷售服務的滿意程度的基本概念,并匯總關(guān)于如何測量銷售服務滿意程度的理論研究。第三章：對江淮汽車顧客滿意度現(xiàn)狀及問題進行分析。第四章：對江淮汽車品牌顧客滿意度提升導向下的管理提升策略提出建議。
[Abstract]:With the rapid development of China's economy in recent years, the domestic automobile market has also experienced a slow and tortuous growth process-from scratch, from existence to continuous development. In a short time of 30 years, China's auto industry has been close to the developed countries 70 years of development process. With such rapid growth, different automobile brands begin to pay attention to customer resources, customer loyalty and customer satisfaction, and constantly improve and improve the industrial marketing methods, thus occupy the market and obtain more customer resources. Based on the research of the definition of customer satisfaction, and the actual development of Jianghuai automobile brand, the present situation and gap between Jianghuai automobile brand and other brand satisfaction are discussed in this paper. The general situation of Jianghuai automobile dealer's operation ability, the situation of sales service and the analysis of the model and measurement system of JAC automobile brand customer satisfaction, and find out the performance of JAC automobile's customer satisfaction in every link of sales service. According to the results of the analysis, the direction of customer satisfaction and specific measures are suggested. The content of each chapter is arranged as follows: chapter 1: introduce the significance of improving customer satisfaction for the enterprises studied in this paper, further elaborate the overall research background of this paper, and what research methods to adopt. Chapter 2: the basic concept of satisfaction degree of sales service is further expounded, and the theoretical research on how to measure the satisfaction degree of sales service is summarized. The third chapter analyzes the current situation and problems of the customer satisfaction of JAC. The fourth chapter: to the Jianghuai automobile brand customer satisfaction promotion guidance under the management promotion strategy proposed.
【學位授予單位】：昆明理工大學
【學位級別】：碩士
【學位授予年份】：2014
【分類號】：F274;F426.471

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