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1、汽车4S店售后服务现状及管理对策分析毕业论文毕业论文(20__届)汽车4S店售后服务现状及管理对策分析摘要随着我国经济的不断发展,国民收入和储蓄的不断增加,人们在满足物质需求后,更加追求高品质的生活方式,一些较昂贵的大件消费品如汽车正在逐渐得到普及。汽车的普及在拉动汽车销售市场的兴旺之外,同时也带动了汽车服务市场的壮大。汽车4S店是以整车销售、零配件、售后服务、信息反馈“四位一体”为核心的汽车特许经营模式,其统一的外观形象,统一的标识,统一的管理标准,只经营单一的品牌的特点既为4S店在提升汽车品牌、汽车生产企业形象上带来优势,但也使4S店在售
2、后服务的发展受到了越来越多的挑战,其存在的问题和不足也更加突出。本文针对我国汽车4S店售后服务发展的具体情况,通过对慈溪市汽车售后服务市场的调查和相关理论的研究,以及相关资料的收集,根据慈溪市江淮汽车4S店的实际情况,在对该4S店进行深入的调查后,对其通过SWOT分析的方式,发现其存在的优势、劣势、机会以及威胁,并且通过分析得出的结论,对4S店的服务营销和管理提出了相应的对策。在结构上,本文首先分析了我国汽车市场和汽车4S店的现状和存在的问题,随后对慈溪市的汽车市场和汽车4S店进行调查和分析,并根据实际情况对慈溪市瑞丰江淮汽车4S店进行了深入
3、的调查,最后提出了针对性的服务营销对策和管理对策建议。关键词:慈溪市汽车4S店售后服务服务营销管理对策AbstractWithChina'seconomicdevelopment,nationalincomeandsavings,peopleinincreasingphysicalneeds,meetaftermorepursuehighqualitylifestyle,somemoreexpensivebigconsumergoodssuchascarsaregraduallygainedpopularity.Thepopularityof
4、pullingcarinautosalesmarketoutside,alsothrivingdrivedcarservicemarketexpanding.Auto4Sshopsinthevehiclesales,spareparts,after-salesservice,informationfeedback"four-in-one"asthecoreofthecarfranchisepattern,itsuniformappearance,integratedidentification,unifiedmanagementstandar
5、ds,carryonlyasinglebrandfeaturesforboth4Sshopsinascendingcarbrand,autoproductionenterpriseimage,butalsobringadvantageto4Sshopsinafter-salesservicedevelopmentinfluencedmoreandmorechallenges,theexistingproblemsandtheinsufficiencyandmoreoutstanding.AimingattheChinaautomobile4S
6、innafter-salesservicedevelopment,basedonthespecificcircumstancesofcixiautoafter-salesservicemarketinvestigationandrelevanttheoreticalresearch,andotherrelatedinformationcollection,cixijianhuaimotor4Sinnaccordingtotheactualsituationofthe4Sshopsinin-depthinvestigation,SWOTanal
7、ysisonitsthroughthewayofexistence,findsitsstrengths,weaknesses,opportunitiesandthreats,andtheconclusionof4Sinnservices,marketingandmanagementcountermeasureswereproposed.Inthestructure,thispaperfirstanalyzestheautomobilemarketinChinaandcar4Sshopsonthecurrentsituationandexist
8、ingproblems,andthentotheautomobilemarketandcarcixicitysurveyandanalysisof4Sstores,