汽车服务业顾客忠诚度研究汇编.docxVIP

汽车服务业顾客忠诚度研究重庆工商大学 12级汽车服务工程 黄龚指导教师：梁宇中文摘要：从20世纪90年代初期到现在，我国汽车市场从起初几个汽车品牌到现在的30多家汽车厂的上百个品牌；这样就会有更多的销售代理企业。人们有了更多的选择，客户分流现象也会非常明显，就比如某汽车厂商20年间，从在我国汽车市场份额占有率90%，2015年底降到了30%。显然汽车企业要保持技术优势和生产率的领先越来越不容易。汽车企业必须把竞争重心由生产率的竞争转换为服务的竞争。企业如果不能适应环境的变化，不能吸引和维系顾客，即便是好的商品也卖不出去，因此做好汽车营销一定要把握好顾客，吸引和维系老顾客显得很重要。现今，我国现在有120家汽车厂、33家轿车厂、145家汽车整车制造厂;汽车改装车厂536家，汽车4s销售店更是数不胜数，在这样的社会环境下，怎样才能异军突起，成为汽车行业当中的领头羊呢，提高客户的忠诚度必然是最好的一条途径。忠诚顾客会长期、大量地购买企业的产品和服务，愿意为企业的产品和服务支付较高的价格，进而给企业带来更多的经济收益。客户忠诚的概念在过去十多年里日益得到广泛关注。怎样的客户才是忠诚的客户，怎样才能提高客户的忠诚度是现今研究的重点。本文是研究影响汽车服务业顾客忠诚度的主要因素。关键词：顾客忠诚、顾客满意Abstract：From the beginning of 1990s to the present, Chinas auto market from the beginning of a number of car brands to now more than 30 car factory on the hundreds of brands, so there will be more sales agents. People have more choices, customer diversion phenomenon will be very obvious, such as a car manufacturer in 20 years, from the market share in Chinas share of 90%, by the end of 2015 dropped to 30%. Obviously, it is more and more difficult for enterprises to keep the advantage of technology and productivity. Automobile enterprises must focus on the competition from the productivity of the competition to service competition. Enterprise if able to adapt to environmental changes, can not attract and retain customers, even good commodities also sell do not go out, so do the automobile marketing must grasp the customer, attract and retain old customers is very important.Nowadays, our country now has 120 vehicle factory, 33 car factory, 145 automobile manufacturing plant; car modified car factory 536 home and car sales 4S shop is endless, in such a social environment, how to rise become leader in automotive industry, improve customer loyalty must be one of the best ways.Loyal customers will be long-term, a large number of enterprises to buy products and services, is willing to pay a higher price for the companys products and services, and then to bring more economic benefits to the enterprise. The concept of customer