售后服务在营销中的地位和作用.doc

 本科生毕业论文（设计） 题目 售后服务在汽车营销中的地位和作用 学生姓名 班级 学 院 吉林大学交通学院 专 业 汽车服务工程 指导教师 林惠英 中文摘要 21世纪是新经济的时代，新经济的本质上属于服务经济。有形产品在满足消费者需求中的比重正在逐步下降，而服务的价值正变的越来越重要，进入了服务制胜的时代，以服务为向导的经营和创新战略已经成为现代企业的基本战略选择，越多的企业都将竞争核心向服务为中心靠拢，而在整个服务中售后服务占了尤为重要的地位，因此，企业必须树立以客户为中心的核心价值观念，塑造和培育以客户为中心的企业文化，需要关于客户服务的理念、方法、行为规范来指导企业的客户服务实践，从而实现企业在竞争中站稳脚根、实现企业的营销目标。 市场竞争己经从售前转移到售后服务竞争，甚至汽车服务业已成为商家赢得市场的关键。而我国的汽车售后服务业与国外相比还处在初级阶段，从法律法规、经济模式到服务理念、品牌创造都存在巨大差异。如何做好售后服务,是每个汽车生产厂家都十分重视的问题,售后服务管理对提高品牌汽车市场占有率和服务占有率也发挥着极为重要的作用。 关键词：售后服务，理念，4S，客户 A batract The 21st century is the time of new economy which belongs to the service economy essentially.The proportion of the visible product which meets in the need of the consumer is dropping gradually, while the value of the service is becoming more and more important.Management and innovation strategy that take the service as guide already become the basic strategy choice.More enterprises make the service as the core of the competition,and the post-sale service has occupied especially important place in the entire service.Therefore, the enterprise must set up the value idea and the enterprise culture that taking the customer as the center.In order to achieve enterprises marketing goal, it also needs the customer service idea, the method and the behavior standards to instruct enterprises customer service practice. Service competition is shifted from pre-sale to post-sale，even automobile service industry has become the key of winning the market.There exists huge difference among the laws and regulations, the economic types, the service ideas, and the brand creation.How to make the post-sale service well is so important to each automobile manufacturer.It is also displaying great important function to raise the brand auto market percentage and the service percentage.The appearance of the auto market post-sale ser