【作者】 赵子越；

【导师】 王媛；

【作者基本信息】 天津大学 ， 企业管理， 2009， 硕士

【摘要】 目前的汽车在中国逐渐走入市场经济导向阶段,用户开始作为上帝的观念广为接受,用户的要求也从保证产品质量提升到产品整个生命周期的服务需求层面,对企业经营战略而言,是一个进入服务制胜的时代。A轿车品牌就是在此策略的指导下,通过对A品牌轿车经销商形象分析调研的方式,并对调研结果进行系统的分析,发现存在的问题,实现不断改进。A品牌轿车作为首个在国内市场生产、销售的国际化高档品牌轿车,十几年来在提升用户满意度方面做了大量扎实、有效的工作,日益确立其“中国整车第一服务品牌”的市场地位。A品牌轿车为了保持品牌形象和品牌的满意度,必须进行服务策略的变革。只有通过科学的、严谨的调研方法及流程,才能保证调研数据的真实、准确。由过去的经销商形象分析调研(DIA)到真正的用户满意度调研(CSS),实现于国际市场的接轨并参与到国际市场的排名中。同时为了弥补CSS调研的不足,同时进行飞行检查调研,并在维修服务上实现全球服务标准化、服务个性化等服务策略,使A品牌轿车品牌继续保持满意度领先的地位。真正做到“知己知彼”,以便有针对性地制订提高用户满意度的方法,这才是用户满意度调研的真正意义。更多还原

【Abstract】 At present, the automobile industry in China has already stepped into the stage of market-oriented economy. The concept that customer is the No. 1 priority and the necessities of meeting the customers’requirements throughout the life cycle of products are widely accepted. As far as the enterprise business strategy is concerned, it is a new era that customer service counts. Car brand A is a good case in point. By analyzing its car dealers’image and its research results, the existing problems have been found and continuous improvement have also been made. As the first workshop of top grand cars in the domestic market, Car brand A has done a lot of down-to-earth and effective work to improve customer satisfaction and also established its market position as "China’s first car service brand".In order to maintain its brand image and brand satisfaction, service strategy must be enhanced in car brand A. Only through scientific, rigorous research methods and processes can research data be guaranteed accurate and exact. And thus integration and participation in the international market place can also be achieved with the transition from DIA to CSS. Meanwhile, to achieve global standardization of services, personalized services, inspection research has also been made. To know your customers’needs and thus develop corresponding approach is the significance of customer service research.更多还原