汽车市场售后服务管理对策研究.pdf

摘要

自2010年，中国汽车产销量突破1800万后，我国已一跃成为全球最大的汽车市场。随着汽车产业的逐渐成熟，整车销售的利润空将逐渐下滑，并向汽车后市场转移，中国汽车后市场空间虽大，却还未形成成熟的市场环境。外国汽车制造企业强势进入中国市场，加剧了国内汽车行业的竞争。在激烈的技术竞争驱动下，汽车产品在功能、质量上的差距越来越小。为了在竞争中立于不败之地，汽车制造企业纷纷从售后服务着手，通过高质量的售后服务，提高企业的业绩。

研究成果表明：汽车售后服务是汽车工业中的一个重要组成部分，也是一项非常复杂的工程。伴随着经济社会的发展和人们生活水平的不断提高，汽车正成为人们日常出行的首选，汽车正以大众化商品的姿态进入人们的生活中。汽车的品牌、款式、性能以及整洁程度，无不体现出车主的性格、修养、生活观及喜好等。进入“汽车时代”，有车族对爱车的要求逐渐细化，车主对私家车的美容保养愈发重视，也促使汽车售后服务行业的市场日益壮大，消费者越来越关注汽车服务市场和服务水平。

本文主要研究了我国汽车售后服务市场的基本情况，包括汽车服务市场中存在的弊病、和发展趋势，深入分析汽车售后服务市场的结构体系，包括售后服务的4S店模式、维修厂模式等。最后根据汽车售后服务市场发展的规律，结合我国汽车售后服务市场的实际情况，创新的提出相应的管理对策。

关键词：汽车，售后服务，市场结构，管理对策

Abstract

Since China's auto production and Sales volume exceeded 18 million at 2010, China has become the world's largest car market. With the automotive industry matures, the empty of vehicle sales, profits will gradually decline, and automotive after-market transfer, China's auto market space is great, but has not yet formed a mature market environment. The foreign car manufacturing enterprises for entering the Chinese market, intensified competition in the domestic auto industry. In the fierce competition in the technology-driven, automotive products on the functionality, quality gap is getting smaller and smaller. To remain invincible in the competition, the auto manufacturers have start from the after-sales service through high-quality after-sales service, to improve corporate performance.

The research results show that: the car service is an important part of the automotive industry is a very complex project. Along with the continuous improvement of the economic and social development and people's living standard, the car is to become the first choice of people's daily travel, car into people's lives is the attitude of the mass merchandise. Car brand, style, performance and cleanliness, all reflect the personality of the owners, cultivation, outlook on life and preferences. Into the "car era, car owners, car requirements gradually refined and increasingly takes the beauty and maintenance of the owners of private cars, also contributed to the market of the automotive aftermarket industry growing, consumers are increasingly concerned about the automotive service market and service levels.

This paper mainly studies the basic situation of China's automotive aftermarket, including the shortcomings of the automotive service market, and development trends, in-depth analysis of the structural system of the automotive aftermarket. Finally, according to the law of development of the automotive aftermarket, combined with the actual situation of China's automotive aftermarket, and innovative management strategies.

Key words: Automobile, Aftermarket, Market structure, Management strategies