汽车售后技术服务模式研究.rar

摘要:随着汽车市场的竞争日趋激烈，售后服务渠道的健全日益成为企业发展壮大的必 要因素。随着汽车服务业的发展，国内外的汽车公司开发了许多汽车售后技术服务模 式，这些服务模式都有它们各自的优点和缺点，经过研究实践，通过优胜劣汰，4S 店和连锁经营成为汽车售后技术服务模式两大阵营。4S  店其以销售、服务为主，同 时担负塑造品牌形象的终端优势，投资规模大，服务专业完善，但数量、覆盖率有限， 成本高，是主流车型厂商的首选。连锁经营有强势的品牌作依托，整体形象好，通常 有统一的服务收费标准、服务质量的承诺，而且连锁企业网点多，能靠近车主活动区 域设置，是未来产业发展的主流，必将占领大半河山。专家认为，汽车后市场是产业 链中最稳定的利润来源，汽车业 60%的利润来自汽车后市场服务。目前，我国汽车后 市场的发展状况明显落后于汽车制造业，尽管国内相关企业数量众多，但普遍业态简 单、规模不大。因此，研究国外汽车售后技术服务模式的发展趋势，分析国内汽车售 后技术服务模式存在的主要问题并采取相应的解决措施，对发展我国汽车售后服务 业，扩大汽车消费，进一步推动国民经济的发展是非常必要的。

　　　本文首先对研究的相关理论基础进行阐述，主要包括售后技术服务模式的理论、 售后技术服务的价值链分析。接着分析了 4S 店售后服务的现状和发展趋势，分析 4S 店存在的问题及原因，提出 4S 店的发展对策。然后分析了汽车售后服务连锁经营的 现状和发展趋势，借鉴美国连锁经营的经验，发展我国连锁经营售后服务。然后探析 汽车售后技术服务模式创新，包括品牌店和连锁经营的混合经营、“人性化”到“车 性化”。最后，结论部分总结了本文的研究成果。

关键词：售后服务，4S 店，连锁经营

Abstract:As the car market increasingly competitive, after-sales service channels of sound becoming enterprise development and growth. As the car industry, domestic and foreign car company developed a number of automotive aftermarket technology service mode, the service mode has their own advantages and disadvantages, after research practice, by survival of the fittest, 4S and chains become automotive after-sales technical service model two camps. Work with sales and service at the same time responsible for shaping the brand image of Terminal invest large service professional perfection, but finite number, coverage, high costs, the mainstream model manufacturer's choice. Chain stores have strong brand as the backing, the overall image is good, there is usually a unified service fees, commitment to service quality, and chain outlets, to near the owner activity locale, the future industrial development of mainstream, will occupy most of the mountains. Experts believe that the automobile market is the most stable chain source of profits, 60% of the profits of the automobile industry from the car after-market services. At present, China's automobile market situation is significantly lagging behind the development of automobile industry, despite the large number of related domestic enterprises, but generally Yetai simple and small. Therefore, studying the automotive aftermarket technical service model of development trends, analysis of the domestic automobile after-sale technical service mode the  main  problems  and  take  appropriate  measures  to  resolve,  on  the  development  of China's automobile Shouhoufuwu industry, Kuo Tai car consumption, and further promote economic development is very necessary.

　　　On this basis the relevant theory explains, mainly includes post-sales technical service model, post-sales technical services value chain analysis. Then was 4S after-sales analysis of the situation and development trends, analysis of 4s problems and causes the development strategy of the 4S. And then analyzed the automotive after-sales service of status and trends, American chain business experience, the development of our franchising after-sales service. Finally, the conclusions section summarizes the results of research on this article.

Keyword: After-salesservic, 4S, The chain management