大连理工大学专业学位硕士学位论文
摘
要
在现代市场经济的体制下，企业竞争变得越来越激烈，企业内部管理沟通问题越来
越受到人们的关注和重视。管理是未来竞争的重点，有效的管理沟通将日益成为许多现
代企业获得经营管理运营成功的关键和决定的因素。在企业的整个运营管理过程中沟通
贯穿始终，它无处不在。管理沟通的重要作用，体现在企业内员工日常工作交流中，体
现在企业的各职能部门之间的工作交叉中，以及在企业管理者做决策的过程中，管理沟
通都起到极为重要的作用。伴随着现代企业运营体系和管理体系日益完善，如何能最大
程度的降低和减少企业在运营管理过程中因沟通，特别是管理沟通的不足或缺失情况造
成企业的效益流失，将会成为现代企业管理急需解决的关键问题之一。
大连 XH奥迪 4S店是一家运营 16年的一汽-大众授权的奥迪特许经销商，是隶属
于 ZS集团的汽车零售及车辆维修的企业。在汽车行业连续高速发展近十年，逐步趋于
增长平稳的环境下，大连 XH奥迪 4S店的诚信、负责任的企业形象也逐步形成起来。
随着国内汽车行业的迅速发展，国内各品牌汽车 4S的店数量不断增加，其各店之间相
互的竞争力越来越大。针对该背景环境，大连 XH奥迪 4S店在激烈的市场环境中要得
以可持续的发展，必须要在管理经营中不断发挥自身的品牌和集团管理竞争优势及提高
自身的竞争能力，从进而在激烈的市场竞争中立于不败之地。对大连 XH奥迪 4S店来
说，在经营管理中管理沟通的作用尤为重要。而管理者理念停滞不前，沟通机制的相对
日趋下降、店内客户的投诉量不断增多、内部沟通渠道单一等都阻碍企业的健康发展。
本文将通过大连 XH奥迪 4S店内部的现有组织管理沟通方面实际发生的事件，整
理 3个典型的案例来进行分析，通过学习对比组织管理沟通的一般理论，从而分析和发
掘问题的根源，努力找到适合大连 XH奥迪 4S店的有效的对策及措施方法，减少企业
因其内部存在的沟通问题而造成的企业运营效率低下、成本的浪费、客户的流失、客户
满意度下降等问题，通过大连 XH奥迪 4S店构建和强化清晰的管理沟通理念，建立健
全管理沟通机制，搭建有效沟通渠道等达到企业高效的管理沟通，保障企业内部的良性
运转，从而使企业不断健康的发展。
关键词：奥迪4S店；管理沟通；案例研究
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大连 XH奥迪 4S店管理沟通案例研究
A Case Study of Management Communication in Dalian XH 4S Store
Abstract
In the market-oriented economy system, the competition between enterprises is becoming
fiercer. More attention is paid to the problem of internal management communication. Effective
management communication has increasingly become the key and decisive factor for
successful enterprises. Communication is everywhere inside an enterprise, which runs through
the whole operation and management process.The important role of management
communication is reflected in the daily work communication of employees in the enterprise, in
the crossover of work between various functional departments of the enterprise, and in the
process of decision-making of enterprise managers, management communication plays an
extremely important role. With the continuous improvement of the enterprise's operation
system and management system, how to reduce the loss of enterprise benefits caused by the
lack of management communication has become one of the key problems that enterprise
management urgently needs to solve.
Dalian XH Audi 4S store is an Audi franchised dealer authorized by FAW Volkswagen,
which has been operating for 16 years. It is an automobile retail and vehicle maintenance
enterprise subordinate to ZS group. The automobile industry has been developing at a high
speed for nearly ten years and gradually tends to grow steadily. With the rapid development of
the domestic automobile industry, the number of automobile 4S stores is increasing. Therefore,
the competition between these enterprises is becoming fiercer. Under this circumstance, Dalian
XH Audi store need to improve its competitiveness in order to achieve sustainable development
and remain invincible in the fierce market competition. For Dalian XH Audi 4S store,
management communication is particularly important. However, many issues hinder its healthy
development, such as the ineffective communication mechanism, the continuous increase of
customer complaints and the single internal communication channel. Based on the general
theory of organization, management and communication, this paper attempts to figure out the
causes of above problems and tries to find effective methods suitable for Dalian XH Audi 4S
store to improve operation efficiency as well as reducing cost waste and customer loss.
Through the analysis of several typical cases in regard to management and communication
of Dalian XH Audi 4S store, improve management communication concept, the current paper
finds out that by establishing and improving the management communication mechanism and
building effective communication channels , Dalian XH Audi 4S store can achieve efficient
management communication and ensure the benign operation within the enterprise, which
further assist the healthy and continuous development of the whole enterprise.
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大连理工大学专业学位硕士学位论文
Key Words：Audi 4S store; Internal management communication; Case study
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