汽车4S店的服务运营管理研究.pdf

Study on the Service Operations Management of Auto-4S-Shops A Dissertation Submitted for the Degree of Master Candidate：Zhang Xuyao Supervisor：Prof. Chen Huanjiang Chang’an University, Xi’an, China 摘 要 随着中国连续三年成为全球第一大汽车市场，私家车的普及使得汽车保养维修与人 民群众的生活联系日益紧密，其在社会发展中的影响也与日俱增。然而，我国汽车 4S 店却存在大量为攫取利润不惜牺牲消费者权益的行为，结果导致顾客信任危机。这样落 后的服务运营理念，不仅严重制约了汽车 4S 店的健康发展，同时也预示着相关理论研 究亟待加强。因此，提出对汽车4S 店服务运营管理的研究，对提高汽车渠道行业经营 水平与推进服务运营理论的向前发展都具有重大作用。 本文首先在国内服务运营理论研究较为分散的背景下，以汽车 4S 店为切入点，对 服务运营理论展开了更加深入系统的理论研究，在对服务运营以系统观点展开分析的基 础上，构建了汽车4S 店服务运营系统的理论研究框架；其次就我国汽车4S 店的服务运 营现状，运用相关理论提出应对办法，尤其是针对汽车4S 店现存的“顾客信任危机”、 “一线员工授权不够”的问题提出了“SBU 经营单元”的改善思路；然后从定量角度， 就如何客观衡量服务运营生产率，构建数学模型，通过选取 DEA 模型，并结合服务生 产率的形成机理，提出了汽车4S 店“DEA——服务生产率”评价指标体系；最后就如 何利用模型优化运营指标作出实证研究，通过对8 家汽车4S 店服务生产率的应用研究， 验证了DEA 模型优化服务生产率的可行性与有效性。 关键词：服务运营管理，汽车4S 店，服务满意率，一线员工，服务生产率 i Abstract With China becoming the worlds largest automotive market for three consecutive years, the popularity of private cars make car maintenance repairing becoming the important part of peoples living, also deeply affects the development of the whole society. However, Chinas automobile 4S shop there are a lot of behavior that raking in profits at the expense of the interests of consumers, which lead to customer trust crisis. Such backward service operations concept, not only seriously hampered the healthy development of Auto-4S-shops, it also indicates that the relevant theoretical research should be strengthened. Therefore, study on Auto-4S-shops service operations management, play a major role to improve the industry of automotive channel business, and also to push forward the development of the servi