随着中国汽车行业的发展迅猛，继 2010 年以来，产销量连续八年趋于增长 趋势，蝉联全球第一。汽车消费群体呈年轻化，汽车消费新势力需求在不断升级， 年轻消费者更重视个性化、兴趣化、圈层化以及品质化。因此，汽车对用户需求 的满足，不仅仅是产品的功能以及外观，更注重售后服务的便捷性及服务的及时 性，消费形式更加多样化以及个性化。服务不仅是对车辆进行维修以及保养，更 是客户维系的过程，良好的售后服务可以带给客户专业的服务体验，为经销商提 供利润来源，为主机厂赢得品牌竞争力。 A 品牌汽车公司作为省内的龙头企业，客户保有量已达到百万，建立一个以 用户为核心、以用户满意为目标的服务机制，是 A 品牌汽车售后不断追求的目 标。以“懂您，更会关心您”的品牌服务理念，全力打造服务品牌。 本文运用文献分析法、访谈法、实例分析方法，通过对 A 品牌汽车售后服 务体系现状分析，结合国内外售后服务研究动态，从中找出 A 品牌汽车售后服 务可以借鉴的经验。 全文共分为五个部分，主要针对 A 品牌汽车售后服务体系的服务运营管理、 客户关系管理、售后备件管理三个方面进行调查研究。目前 A 品牌汽车售后服务 体系在服务运营管理方面的主要问题有：服务商服务流程执行过于模式化、服务 人员能力不足、服务营销意识薄弱，不能满足客户的需求及期望；在客户关系管 理方面的问题主要体现在服务商缺乏对客户信息的管理及客户投诉处理工作的 方法。在售后备件管理方面的主要问题是服务商备件管理人员缺少备件的统计方 法以及管理工具，导致呆滞库存的增多，对于呆滞库存的处理没有有效的方法。 通过以上问题的研究分析，在服务核心流程、服务人员能力提升、服务营销 管理、客户信息管理、客户投诉管理、服务备件管理方面提出优化策略，希望能 够为 A 品牌汽车的发展提供一个理论以及应用的参考。 关键词：汽车售后服务；管理体系；服务营销；客户关系 沈阳大学硕士学位论文II Research on Improvement ofAfter-sales Service System for Aautomotive Company Abstract With the fast growth of the Chinese automotive industry, it has been with a continuous growing trend in past 8 years with worldwide the biggest production and sales volume. The consumers become younger and the demand of consumers keeps changing and updating. Younger consumers are focusing more on individualization, own interest, layered and being esthetic. In order to improve the consumer satisfaction, the vehicle needs not only to have the great outlook and functions, but also come with good aftersales service quality , in terms of timeliness, more diversity of transaction more individual options. Aftersales service is not only about car repair and maintenance, but more important for enhancing the customer loyalty. Good aftersales service quality can enrich the customer experience, also helps on profitability at dealership, and for branding of OEM. An automobile company A as leading role in Liaoning province, has more than a million customers, and established a customer oriented and customer satisfaction targeted aftersales service system, with continuous improvement. With the concept of brand service caring you better by understanding you better, it will be striven forwards continuously. By using the methods of literature analysis, interview and case study, through the analysis of the current situation of the aftersales service system of company A, considering the trends of after sales service on worldwide scale, this article is to find out the right experience that companyAcan learn from. The article content is divided into five chapters, with 3 main analyzing focus points on service operation management of after-sales service system, customer relationship management, aftermarket spare parts management. The current major problems of after-sales service system in service operation management are: implementation of service process by service provider, the service personnel is insufficient and lack of skills, and the service marketing consciousness is weak, which cannot meet customer's expectation; the problems in customer relationship management are mainly: lack of awareness of customer data management and customer complaint handling. The main problem in the management of aftermarket spare parts is the lack of spare parts statistical tools and management tools 沈阳大学硕士学位论文沈阳大学硕士学位论文 III for spares managers, which leads to the increase of inventory, and there is no effective strategy to deal with inactive inventory. With the research and analysis of the above problems, the optimization strategy is proposed in the service core process, service personnel capability enhancement, service marketing management, customer information management, customer complaint management and spare parts management, hoping to provide a theoretical and practical reference for the development of company A. Key words: automobile after-sales service; management system; service marketing; customer relationshipIV 目录 摘要...............................................................................................................................................................I Abstract........................................................................................................................................................II 第 1 章 绪论................................................................................................................................................1 1.1 选题背景及研究意义...................................................................................................................1 1.1.1 选题背景............................................................................................................................1 1.1.2 选题的意义........................................................................................................................3 1.2 国内外研究现状...........................................................................................................................4 1.2.1 国外研究动态....................................................................................................................4 1.2.2 国内研究动态....................................................................................................................5 1.3 研究内容与研究方法...................................................................................................................7 1.3.1 研究内容............................................................................................................................7 1.3.2 研究方法............................................................................................................................7 1.4 论文的结构和思路......................................................................................................................8 第 2 章 售后服务相关概念及理论基础....................................................................................................9 2.1 售后服务相关概念.......................................................................................................................9 2.1.1 汽车售后服务的概念及特点............................................................................................9 2.1.2 汽车售后服务的主要作用..............................................................................................10 2.1.3 汽车售后服务包括的内容..............................................................................................10 2.2 售后服务相关理论基础.............................................................................................................11 2.2.1 服务质量差距模型..........................................................................................................11 2.2.2 马斯洛需求层次理论......................................................................................................12 2.2.3 备件库存管理理论..........................................................................................................12 2.2.4 备件订货原则理论..........................................................................................................12 第 3 章 A 品牌汽车售后服务体系现状及问题分析..............................................................................14 3.1 公司发展现状...................................................