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1、 黄石理工学院 毕业设计（论文）摘 要 在当今的汽车消费领域，对汽车消费者来说，他们在购买汽车的时候，不仅仅是看重汽车的质量，同时也十分重视汽车的售后服务工作。汽车售后服务业是汽车流通领域的一个重要环节，作为汽车销售经营重要组成部分的售后服务不仅是一种经营，更是文化、理念，是体现企业对客户的人文关怀与企业必须承担的社会责任，是汽车生产商与客户沟通、联系的一个重要纽带。汽车行业是发展最快、竞争最激烈的行业之一。随着中国加入WTO，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
2、后服务着手，通过高质量的售后服务，提高企业的业绩。 本文主要研究了我国汽车售后服务基本情况，汽车售后服务在现代市场中的重要性以及其对汽车产业、整个服务业、消费者等的重要性。详细介绍我国汽车服务市场发展情况，包括汽车服务市场中存在的弊病和值得推广的新的发展方式。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，创新的提出相应的对策。 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
3、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。 本文的特色在于：通过对我国汽车售后服务市场的整体分析，重点是研究汽车售后服务的现状和发展趋势。目前，由湖北地区汽车售后服务整体情况，品牌发展状况，效益，经营模式等，通过这些研究分析，探索适合我国发展的售后服务体系关键词：售后服务; 汽车; 质量; 消费者Abstract In todays automotive consumption,what the automobile consumers cons
4、idered when they buy a car is not just the quality of the car, but also attached great importance to the work of the automotive after-sales service. Automotive aftermarket service industry is an important part of vehicle circulation areas, as an important part of automobile sales business,it is not
5、only a business, it is culture, philosophy, the embodiment of a business-to-customer of humane care and the social responsibility enterprises must be assumed. it is an important link for the auto manufacturers to communicate with customers, The automotive industry is the fastest and most competitive
6、 industries in the world. In pace with Chinas accession to WTO, foreign car manufacturer entered the Chinese market, intensified competition in the domestic automobile industry. The gap in automotive products, between the function and quality becomes more and more smaller in the fierce competition d
7、riven by technology. In order to compete in an invincible position, automotive manufacturers have started from the service through high-quality after-sales service to improve enterprise performance. This paper focuses on the basic conditions of domestic automotive after-sales service, automotive aft
8、er-sales service in the importance of modern market and how it can contribute to the automobile industry, the entire service industry, consumers, etc. It details the development of Chinas automotive service market, including the shortcomings of automotive service market and new development should be
9、 promoted in the way. Finally, according to the law of the development of automotive after sales market,the actual vehicle service market in our county, we put forward innovative countermeasures. Research results show that: automotive after-sales service is an important component of the automotive b
10、usiness, it is a very complex project. Along with the economic and social development and peoples rising living standards, the automobile is becoming the first choice for daily travel, automotive products being mass entry into peoples lives. Car brand, style, performance and cleanliness, all reflect
11、 the owners personality, culture, life outlook and preferences, etc. To enter the automobile era , car owners, gradually refining the requirements of the car, the owner of the private car increasingly attach importance to Spa, It has also prompted automotive after-sales service industry market growi
12、ng consumers are increasingly concerned about the automotive service market and service levels. This paper focus on study of after-market situation and development trends through our global automotive after-sales service market analysis,. At present, the overall situation of Chinas automobile after-
13、sales service, brand development, benefits, business model and so on, through the analysis of these studies, exploring the development of after-sales service system in China.Key words: After-sales service; Car; Quality; Consumer目 录1 绪论11.1 课题研究背景11.2 课题研究意义21.2.1 理论意义31.2.2 现实意义31.3 课题研究内容32 目前湖北地区轿
14、车消费市场的现状52.1 家用轿车工业对外开放合作过程62.2 家用轿车工业的自主品牌发展62.3 湖北家用轿车工业发展的趋势62.3.1 品牌化62.3.2 国际化72.3.3 环保、节能与高新技术的发展潮流82.3.4 规模化83 湖北地区现存各主要服务模式定义、流程、特点及利益剖析93.1 4S品牌专卖店模式93.1.1 4S品牌专卖店的含义93.1.2 4S品牌专卖店产生的市场基础93.1.3 4S品牌专卖店存在的问题103.1.4 4S品牌专卖店持续发展的对策113.2 特约服务( 服务专营)模式143.3 混合服务模式164 湖北地区主要轿车厂商所采用的服务模式184.1 东贸日产
15、汽车专营店售后服务优势现状184.1.1 品牌效应184.1.2 收费合理194.1.3 工作人员的培养计划成熟194.2 东贸日产专营店售后服务中所体现的问题与现状204.3 问题分析及改进方案205 国内存在的轿车服务模式246 国际知名厂商的服务策略276.1 利润丰厚 服务完善276.2 两大经营模式276.3 三大发展趋势287 湖北地区在服务模式上与国内外的差距及对未来趋势预测327.1 在服务模式上与国内外的差距327.1.1标准与法规体系不甚完善327.1.2 尚未形成规模经济与品牌优势327.1.3 配件仿制品多，服务理念落后337.1.4 收费价格高、专业水平低337.2 汽车售后服务呈现以下发展趋势347.2.1 品牌化经营，网络建设步伐加快347.2.2 服务方式巨大转变367.2.3 汽车消费者结构的变化37结 论38致 谢40参 考 文 献41411 绪论1.1 课题研究背景 2010年3月1日，日本丰田汽车公司宣布，公司将为在美国市场销售的多款车型共计约934万辆车免费更换输油软管，原因是油管存在漏油风险。为何丰田车频频出现隐患，到底召
