摘要
近年来，中国奢侈品消费市场蓬勃发展，2011 年，中国一跃成为了全球第二大
奢侈品消费国。作为奢侈品行业之一的钟表行业也不甘示弱，世界顶级腕表品品牌接
踵而来，抢占中国的钟表市场。但进入 2012 年第二季度，中国奢侈品市场增长开始
放缓，这使得不少奢侈品品牌放缓了扩张速度，开始从“攻城掠地”阶段向提升门店业
绩阶段过渡，提升服务品质、培养消费者的品牌忠诚度逐渐成了各品牌在品牌建设过
程中的工作重点。

拥有着百余年历史的瑞士顶级腕表 A 品牌,进入中国仅仅 4 年，经过一轮高速增
长之后，遇到了客户服务发展速度跟不上销售发展速度的尴尬，这导致了运营混乱、
服务水平低下，客户投诉不断。作为一个顶级奢侈品品牌，公司急需改变现状，建立
起一套完善的售后服务体系，为品牌的拥有者提供卓越的客户服务，打造完美的客户
体验，让 A 品牌的消费者在中国真正感受到奢侈品的价值。

本文将以“顾客期望”、“顾客感知”、“顾客价值”等理论为基础，结合实际，将其
应用于手表行业的客户服务中，研究如何在奢侈品钟表品牌中建立和完善一个优秀的
客户服务体系，这可以帮助包括 A 品牌在内的外国手表品牌在中国市场上建立起自
己的客户服务体系，提高客户服务品质，从而提升顾客对品牌的满意度和忠诚度。

关键词
奢侈品，钟表行业，客户服务，顾客价值
Abstract
Luxury consumption market in China has been booming during the past few years. In
2011, China became the world's second largest luxury consumer. Watch, as one of the
luxury products, has also been booming in China, and many world's top luxury wrist watch
brands have entered the China market to seize the market. However in the second quarter
of 2012, the growth of Chinese luxury market was slowed down. This makes a lot of
luxury brands to postpone their expansion. They start to improve the performance of their
existing shops instead of opening new shops. Improving service quality and cultivating
brand loyalty of consumers gradually became the focus of the brand in the process of brand
building.
Swiss luxury watch brand A has a history of over hundred years. It has entered the
China for only 4 years. After a high-speed growth, it faced with the embarrassment that the
development of customer service could not keep pace with the development of the sales,
which led to chaos in operation, low level of service and customer complaints. As a top
luxury watch brand, they need to change the current status. It is necessary to set up a set of
perfect after-sale service system for the customers in order to provide excellent customer
service, create perfect customer experience. It can make luxury consumers in China really
feel the value of luxury goods.
In this paper, the theory of expectations of customers, customer perceived,
customer value” will be applied to the practice of customer service in the watch industry
based on the actual situation. I will study how to establish and perfect an excellent
customer service system for luxury watch brand. This can help the luxury watch brands in
China, like Brand A, to establish their own customer service in China, and improve their
customer service quality in order to improve customer satisfaction, and loyalty to the
brand.
Keyword
Luxury goods, Watch industry, Customer service, Customer value