摘 要
随着全球一体化竞争格局的形成，企业面临的竞争更加激烈，企业需要尽可
能地采用个性化的服务手段，才能够满足客户越来越多样化的个性需求。市场竞
争的格局迫使企业的售后服务必须要面对客户的多元化个性需求，及时快速地为
客户提供最优质的售后服务，才能够提高客户对企业产品和服务的满意度。在这
种境况下，企业采用售后服务作为一种获取核心竞争力的重要工具，不失为一种
明智之举。在售后服务中，售后服务是依存销售而生的，注定了售后服务是销售
不可或缺的一部分。因此，即使独立的售后服务部门，也要与销售紧密协调，以
便掌握更为详细的客户信息，及时为客户提供主动的服务。而从企业当前的售后
服务实际来看，大多数企业的售后服务都是被动地坐等客户上门，使得有部分客
户出于对售后服务的不信任而宁愿放弃售后，导致客户对企业产品的满意度降低。

基于此，有必要就企业的销售与售后服务协调问题进行专门研究，从而使得企业
售后服务水平有所提高。

本研究采用理论联系实际的手法，借助文献分析法、案例分析法和调查分析
法等研究方法，对销售与售后服务协调进行全面探究。从本课题的研究背景及意
义出发，借助对国内外相关本课题的研究进行系统的梳理和归纳，根据前人的研
究，寻求相应的突破点作为本研究的立论，并在此基础上，构建起本研究的理论
结构体系。为了有效地对销售与售后服务协调管理进行全面的研究，本文以售后
服务为核心，对售后服务、售后服务模式、售后服务评价、售后服务系统的相关
理论进行充分的阐述，利用较为完善的理论体系指导以后的实践分析。

XS 集团作为我国最大的一家衡器生产厂家，其在不断扩张过程中始终坚持以
客户需求为指导的产品开发与售后服务管理理念，以优新衡器产品提高市场占有
率。但从实际来看，由于其对自身的销售与售后服务缺乏协调管理，导致售后服
务滞后于客户需要，长期这样下去一定会伤害客户的热情，导致市场出现萎缩。

基于此，以 XS 集团为样本，对其销售与售后服务现状及问题进行充分的揭示，并
提出 XS 集团改进销售与售后服务协调问题的对策。

关键词：售后服务，销售与售后服务协调，客户满意度
Abstract
With the forming of pattern of globalization competition, enterprises are facing
more and more competition. In purpose of service demand of individuation better, the
enterprise needs as much as possible to take better service individually, under the
pattern of globalization competition. To improve customer satisfaction with products
and services, an enterprise’s after-sales service must meeting customers’ individual
demand, providing high quality customer service quickly and timely. It’s a wise choice
that an enterprise to use customer service as a kind of core competence as an important
tool.
For the after-sales service, it’s an integral part of sales; for example, in an
independent department of after-sales, the clerk needs to coordinate with sales closely,
sharing with them more detail of customer information, and providing active service for
customers with timely manner. But on the contrary, at current practice of the enterprise
after-sales service, most of the enterprises’ after-sales service is just waiting passively.
Due to no positive customer service after sell, there are some customers would rather
give up customer service, further worse, customer’s satisfaction with the products and
services decreased. Base on this, it is necessary to research on the sales and after-sales
service coordination problems in the enterprise, to improve the level of after-sales
service.
This thesis is try to make a comprehensive study on sales and after-sales service
coordination mechanism, base on the theory and practice, using method of literature
analysis, case analysis and survey analysis. It’s starting from the research background
and significance of this subject, based on the domestic and foreign research related to
this topic, summarizing related theories, seeking a breakthrough point corresponding to
the argument, constructing the theoretical system for the research. In purpose to take
valid study on sales and after-sales service coordination mechanism totally, this thesis
taking the after-sales service as the core of customer service, describing the theories
related to after-sales service and its mode, evaluation system, guiding the future practice
by using the theoretical system of after-sales service.
The XS group is the largest weighing apparatus manufacturer in China. It always
insisted that the concept of customer demand guiding product development and
after-sales service. It also have customer service management concept in the expanding
process, producing new weighing instrument products to enhance the market share.
However, from a practical point of view, due to lock of coordination between its sales
and after-sales service, their customer service behind customers’ needs. If this situation
remains, that will hurt customers’ enthusiasm on their products, and causes their share
market decline. Based on this, writer is taking XS group as an example, revealing its
current status and problems of sales and after-sales service coordination mechanism
fully, having countermeasures for XS group’s customer service to improve sales and
after-sales service coordination.
Keywords: After-sales service, Coordination mechanism, Customer satisfaction
第一章 绪 论
1.1 研究背景
从当前我国企业的实际来看，随着企业间竞争的日益激烈，市场产品大多处
于供过于求的境地，消费者对产品有了更多选择的余地，消费者对企业的产品和
服务要求越来越高，使得企业的售后服务被推到战略的高度。然而，从实际来看，
由于受种种因素的干扰，我国虽然诸多企业都为消费者提供售后服务，但售后服
务的质量堪忧，给企业的进一步发展带来了极大的困扰。

据中国消费者协会组织的数据显示，2010 年全国中消协共受理消费者投诉
543,338 件，其中质量问题占总投诉的 51.6%；售后服务问题占总投诉的 14.2%；
营销合同问题占总投诉的 10.6%；其他问题占总投诉的 23.6%
①
。从总投诉量来看，
售后服务成为仅仅次于质量问题的高投诉点。而从被投诉产品的分类来看，家用
电子电器成为高投诉点，如图 1-1 所示。