《（毕业论文）-中国汽车行业顾客满意度提升策略研究》由会员分享，可在线阅读，更多相关《（毕业论文）-中国汽车行业顾客满意度提升策略研究（32页珍藏版）》请在金锄头文库上搜索。
1、1南南 昌昌 工工 程程 学学 院院07 级级毕毕业业（设设计计）论论文文工商管理学院 院（系） 市场营销 专业 题 目 中国汽车行业的顾客满意度提升策略研究学 生 姓 名 班 级 07 市场营销（双学位） 学 号 2007100025 指 导 教 师 日 期 2011 年 1 月 10 日南 昌 工 程 学 院 教 务 处 订 制2中国汽车行业的顾客满意度提升策略研究中国汽车行业的顾客满意度提升策略研究Chinas auto industry, Customer Satisfaction Promotion Strategy总计 毕业设计（论文） 30 页表 格 23 个插 图 6 幅3内内
2、 容容 提提 要要随着全球一体化进程的加快和竞争的激烈，顾客满意成为了每个企业追求的目标。我国的汽车行业已经步入了高速发展的快车道，行业市场竞争空前激烈，产品同质化越来越高、可替代性越来越强、服务模式也日趋同一化，顾客的消费行为亦由感性阶段进入了理性阶段，在这样一个复杂、瞬息万变的市场激烈竞争中，单纯的产品策略、服务策略等营销手段无疑已经无法被顾客识别，而以“顾客为中心” ，不断提高顾客满意度、提升顾客忠诚度、培养独特的品牌已经成为了轿车企业突围的唯一出路。本文将对中国汽车行业市场的顾客满意度就以下几个方面进行研究:首先，本文回了中国汽车行业市场的发展历程、分析轿汽车市场的特点和竞争态势，阐述
3、了顾客满意度的一般理论以及该理论在国内外的研究状况。其次，本文重点对中国汽车行业的客户满意度进行了分析，通过建立中国汽车行业市场的顾客满意度分析测评模型，定性研究了关于顾客满意度，顾客忠诚度和顾客认可度之间的关系，并以一汽-大众某品牌作为案例，定量分析了顾客满意度对于企业市场占有率和销售量的相关关系，建立了适合一汽大众该品牌的联系服务与销售的战略模型。结果显示，就经验分析来讲，我们可以肯定，顾客认可度、顾客忠诚度与销售量和市场占有率之间有正相关性。并且，顾客满意度的提高对销售量和市场占有率有显著的影响。在对我国汽车行业市场顾客满意度研究的基础上，本文认为，在假定顾客成本一定的前提下，顾客认可度
4、决定于顾客满意度，进而影响了顾客忠诚度，而顾客忠诚度是汽车企业营销战略的重要指标。因而，最后本文提出了中国汽车行业市场顾客满意度的提升策略。关键词：顾客满意度关键词：顾客满意度 顾客认可度顾客认可度 顾客忠诚度顾客忠诚度 分析测评模型分析测评模型4AbstractWith the accelerated process of global integration and competition fierce, customer satisfaction as the goal of every business. Chinas auto industry has entered a rapid
5、 development of the fast lane, the industry unprecedented fierce competition in the market, increasing product homogeneity, irreplaceable growing, service oriented model is also increasingly the same, consumer behavior also increased from perceptual stage to the rational stage, in such a complex and
6、 rapidly changing market competition, the simple product strategy, service marketing strategy has undoubtedly not be the customer identification, and the “customer centric“, and continuously improve customer satisfaction, enhance customer loyalty, develop a unique brand of car companies has become t
7、he only way to break through. This market will be Chinas automobile industry customer satisfaction research on the following aspects: First, we return to the Chinese automotive industry market development process, analyze the characteristics of sedan car market and competition situation, describes t
8、he general theory of customer satisfaction and the theory of the situation at home and abroad. Secondly, this paper focuses on the Chinese automotive industry is analyzed customer satisfaction through the establishment of Chinas auto industry market analysis evaluation model of customer satisfaction
9、, qualitative research on customer satisfaction, customer loyalty and customer acceptance of the relationship between and the FAW - Volkswagen brand as a case of a quantitative analysis of market share and customer satisfaction for business-related sales, and setting up a suitable FAW - Volkswagen l
10、inks the brand and marketing strategy services model. The results indicate that, in terms of empirical analysis, we can be sure, the customer acceptance, customer loyalty and sales volume and market share positive correlation between. Moreover, the improvement of customer satisfaction and market sha
11、re of sales has a significant impact. China auto industry in customer satisfaction research based on the market, the paper that the assumption that the cost of certain customer premise, the customer acceptance depends on customer satisfaction, which affects customer loyalty, and customer loyalty in
12、the automotive marketing important indicator of the strategy. Thus, finally this paper, Chinas auto industry market strategies to enhance customer satisfaction.Key word : Customer Satisfaction Customer acceptanceCustomer Loyalty Measurement Model Analysis5目目 录录第一章 顾客满意度的基本理论和分析测评模型11.1 顾客满意的基本概念11.2
13、 顾客满意的基本特性21.3 顾客满意度与顾客满意度指数31.4 顾客满意度分析测评模型- ACSI 模型4第二章 中国汽车行业现状、特点及地位62.1 中国汽车市场的发展现状62.2 中国汽车市场的特点72.3 中国汽车行业的地位9第三章 中国汽车行业的顾客满意度分析测评模型113.1 分析测评模型1163.1.1 指标的选取113.1.2 构建模型123.2 调研过程介绍143.2.1 问卷调查样本数据143.2.1.1 调研对象与方法143.2.1.2 问卷调查样本与数据分析153.2.1.3 调研中存在的问题183.2.2 调研结果分析183.2.2.1 关系分析183.2.2.2 对比分7析193.2.2.3 MOT图20第四章 中国汽车行业的顾客
