汽车营销中售后服务存在问题和对策研究.doc

盐城工业职业技术学院毕业设计（论文） 汽车营销中售后服务存在的问题及对策研究 孟庆强 系 部 机电工程系 专 业 汽车技术服务与营销 班 级 汽服1321班 指导老师 顾琪 完成时间 2015年12月1日—2015年12月25日 摘 要 近几年来，随着我国汽车工业的快速发展，大量汽车产品进入家庭，对汽车售后服务的需求随之也会急剧增加；汽车销售速度放缓，利润下降，导致很多企业开始转向售后服务。因为刚刚起步，门槛低，可供切入的市场缝隙比较多，相比较而言具有较大的市场上升机会和利润空间。要求汽车售后服务也要良性、快速向前发展。 但是目前我国汽车售后服务处于发展初期，存在着很多不足和问题，针对这一问题，本论文通过文献研究、比较分析等方法，指出我国售后服务存在的问题，提供了完善的对策，即完善我国汽车售后服务网络、对汽车配件供应市场进行管理。本论文是总结了国内外汽车售后服务的成功经验、针对目前我国的市场形势和市场需求提出的，这对于完善我国汽车售后服务理论具有重要的学术价值和指导意义。 关键词：汽车售后服务；服务营销；服务人才 Abstract In recent years, with the rapid development of Chinas automobile industry, automotive products to enter the family, on the car after sale service demand will increase sharply; auto sales pace slowed, profits decline, resulting in many enterprises began to turn to the after sale service. Because just started, the doorsill is low, can be cut in market niches more, in comparison with a larger market opportunity and profit space. Automobile after sale service requirements to benign, fast forward. But the car after sale service in China in the early stages of development, there exist many deficiencies and problems, in order to solve this problem, this paper through the literature research, comparative analysis and other methods, points out the existing problems in China after sale service, provide the perfect countermeasures, namely consummates our country automobile after sale service network, the management of auto parts supply market. This paper is successful experience, summarizes the domestic and foreign automobile after sale service in view of the present market situation and market demand, which has important academic value and significance to improve automobile after sale service theory in china. Keywords: Automobile after sale service;Service marketing;Service personnel 目 录 TOC \o 1-3 \h \z \u HYPERLINK \l _Toc375595819 第一章 绪论 PAGEREF _Toc375595819 \h 1 HYPERLINK \l _Toc375595820 1.1选题背景和意义 PAGEREF _Toc375595820 \h 1 HYPERLINK \l _Toc375595821 1.1.1选题背