华中科技大学硕士学位论文
摘要
中国汽车行业的持续高速增长引发了各个品牌的激烈竞争。随着中国消费者的愈发理性，新车销售市场已经成为红海市场，各个品牌在不同的价位都有相差无几的产品，随之而来的就是大打价格战。因而，售后服务成为了各大品牌争相出彩的地方，各汽车企业立足于服务差异化，争取为品牌确立市场地位，赢得市场竞争。
在上述实践背景下，本文以捷豹路虎售后服务营销为研究对象，旨在通过文献研究以及公司内外部环境的分析，提出服务营销的具体策略，帮助捷豹路虎通过售后服务培养客户的忠诚度，进而提升市场份额。具体而言，论文首先介绍了研究背景与意义、研究内容与方法、关键术语与相关理论，然后对公司汽车售后服务市场内外部环境进行分析，包括我国汽车售后服务市场发展历程、捷豹路虎售后服务内部环境分析、捷豹路虎售后服务外部环境分析、SWOT分析等。在上述分析的基础上，总结出捷豹路虎售后服务体系前的市场环境下，简单的做到把车修好和让客户满意是远远不够的。从厂家主动邀约客户回厂转变成客户主动回厂成为新的目标。为了实现这个目标，从客户关系管理、服务产品、服务推广与客户体验、渠道能力提升、提升价格竞争力等五个方面提出了捷豹路虎售后服务营销策略与改进建议。最后探讨了捷豹路虎售后服务营销策略实施与评估的具体方法。
关键词：售后服务服务营销战略客户满意
华中科技大学硕士学位论文
Abstract
The continued rapid growth of the Chinese auto industry has triggered fierce competition among brands. As Chinese consumers become more and more rational, new car sales market has become the red sea market, brands have the same product in different price, it followed the big price war. Therefore, after-sales service has become the brands to give prize, every car enterprise based on service differentiation, for brand to establish market position, win the market competition.
In the background, this paper focuses on JLR service marketing. The aim is to analyze the literature and the internal and external environment of the company, to present specific strategy of service marketing, and to improve JLR customer retention through customer service, and finally increase marketing share. To be specific, the paper first introduces the background and significance of research content and methods, key terms and related theories. Secondly, the paper analyzes the internal and external environment of the OEM service market, including CHINA vehicle service development process. The paper analyzes internal and external environment of JLR customer servic
e, does SWOT analysis. Based on the above analysis, it concludes that under currently marketing environment, JLR’s service system is not good enough to fix the vehicle and make customer happy. The new target is converting customer passively backing to 4S to customer proactively backing to 4S store. In order to reach the target, the paper puts forward jaguar land rover service marketing strategies and suggestions for improvement from five aspects such as customer relationship management (CRM), service product, promotion and customer experience, dealer capacity improvement, improving price competitiveness. Lastly, this paper discusses how to implement and evaluate JLR's service marketing strategy.
Key words: Customer service Service marketing Strategy
Customer satisfaction
华中科技大学硕士学位论文
目录
摘要............................................................................................................... I Abstract .......................................................................................................... II 图目录.........................................
..................................................................... V 表目录............................................................................................................ VI 1 绪论. (1)
1.1 研究背景与意义 (1)
1.2 研究内容与方法 (4)
1.3 关键术语与相关理论 (6)
2 公司汽车售后服务市场内外部环境分析 (9)
2.1 我国汽车售后服务市场发展历程 (9)
2.2 捷豹路虎售后服务内部环境分析 (11)
2.3 捷豹路虎售后服务外部环境分析 (16)
2.4 SWOT分析 (18)
3 捷豹路虎售后服务营销策略与改进建议 (21)
3.1 客户关系管理 (21)
3.2 服务产品 (27)
3.3 服务推广与客户体验 (28)
3.4 渠道能力提升 (30)
3.5 提升价格竞争力 (32)
4 捷豹路虎售后服务营销策略实施与评估 (37)
4.1 捷豹路虎售后服务营销策略实施 (37)
华中科技大学硕士学位论文
4.2 捷豹路虎售后服务营销策略实施评估 (40)
结束语 (42)
致谢 (43)
参考文献 (44)
华中科技大学硕士学位论文
图目录
图1.1 2005-2016中国市场乘用车市场细分销量 (1)
图1.2 成熟市场汽车利润分布 (2)
图1.3 本论文研究的具体内容 (5)
图2.1 国内外汽车销售额对比 (10)
图2.2 2009-2014年中国汽车后市场规模及增速分析 (10)
图2.3 主流细分市场的销售价格趋势 (14)
图3.1 客户关系管理的步骤 (22)
图3.2 客户价值维度 (23)
图3.3 客户分类方法 (23)
图3.4 客户忠诚与经营效率的关系 (24)
图3.5 忠诚与贡献平衡 (24)
图3.6 客户活动类型 (25)
图3.7 客户需求冰山理论 (26)
图3.8 营销组合 (26)
图3.9 经销商能力提升规划 (31)
图3.10 改善计划的跟踪与跟进方法 (32)
图3.11 执行力方法 (32)
图3.12 备件预测的方法 (34)
图4.1 活动组织架构图 (39)
图4.2 执行流程 (39)
捷豹汽车好吗
图4.3 评估方法 (41)