豪华车的直接经销者－各豪华汽车 4S 经销商，面临着利润急剧下滑的形势。

传统的单纯依靠新车销售赚取差价的盈利模式已经逐渐向多领域、高附加值
的全价值链营销方向进行痛苦的裂变。如何留住客户，如何让客户更加愉悦，
如何提高客户的满意度，这些已经成为各汽车厂商及 4S 店日益重点关注的问
题。得客户者得天下已成为放之四海而皆准的事实。

目前的中国汽车市场的发展速度开始逐渐减慢，此时此刻，进行用户满意
度的提升，深度挖掘用户满意度的销售潜能，成为了当下各大企业竞相追逐的
动作之一。提升用户满意度已成为汽车厂商在渠道领域中一个重要的管理工具。

本文旨在通过研究关于满意度的构成及测量体系，运用深度访谈及案例分
析法，结合奥迪在东北区的实际情况，从而通过提升销售满意度进而提升奥迪
经销商的管理水平。销售满意度的提升，将会带来“提升高品质销售服务”、
“创造高顾客满意度”、“建立品牌忠诚”及“实现信息反馈”的四大立竿见
影的益处，这样也可以实践行业内的“以低成本甚至零成本的满意度提升换来
全面利益提升”的普遍理论之认同。本文以奥迪经销商的销售满意度提升为样
本，深入探讨奥迪经销商的管理水平提升问题，以案例研究为核心，辅助以理
论阐述，并采用定性研究法和二手资料法、文献查阅、内容分析的方法。

第一章绪论，阐述了本文要研究的内容及研究意义，说明了目前顾客满意
度已经在企业战略中占据了几乎最主要的位置。

第二章主要阐述了东北区奥迪销售满意度现状及问题分析，通过距离实证
等方式剖析了问题的所在。

第三章运用了深访、内容分析、案例分析等方法来实际举例论述了东北区
满意度提升的有效途径及成功案例。

第四章分别多维度阐述了东北区提高满意度的多种提升方向及提升具体措
施。

本文针对奥迪东北区销售满意度的问题分析得出结论为：首先，销售流
程环节的弱项点包括需求分析，展示，试乘试驾，报价协商，此四个弱项点
亟待提高。其次，对于经销商的管理机构来说，部分经销商没有把标准的销
售流程进行真正地贯彻和实施，同时在各部门没有确立明确的奖惩机制。随
后，针对这两大方面弱项的提升策略进行了阐述，提出了具体的提升方向及
具体的下一步行动措施。

关键词： 奥迪经销商，销售满意度，销售管理
Abstract
Research on the Sales Satisfaction Promotion
Strategy of Northeast Audi Dealer
China&39;s luxury car market has shown a fierce competition in those years. In
recent years, almost all well-known international luxury car brands have landed in
China, Audi, BMW, Mercedes-Benz has achieved domestically. Luxury car direct
distributor - the luxury automobile 4S dealers, faced with a sharp decline in profit
situation. Relying solely on the traditional car sales to earn profit model has gradually
spread to many areas, the entire value chain of high value-added marketing direction
for painful fission. How to retain customers, how to make customers more enjoyable,
how to improve customer satisfaction, which has become the automotive
manufacturers and 4S stores increasingly focus of concern. Who own customers who
in the world has become an indisputable fact.
In the Chinese auto market, now the increasing speed is slowing down. The
enhancing customer satisfaction, and further improving customer loyalty, has again
been the major manufacturers and distributors on the agenda, once again become the
focus. It is an important management tool for enhancing customer satisfaction that it
has become the field of automobile manufacturers in the channel.
This article aims to study the model on satisfaction and satisfaction assessment
model, combined with Audi in the northeast region of the actual situation, analysis of
customer satisfaction, customer satisfaction model, satisfaction measurement model,
satisfaction evaluation methods, thereby increasing sales through Audi dealer
satisfaction and thus enhance the management level. The sales satisfaction
improvement will help to push enhancing the sales and service of high quality,
creating high customer satisfaction, building brand loyalty and achieving
information feedback . So we can practice the general theory of spectacle such as
low cost or free cost in exchange for the satisfaction would bring the full benefits of
improvement . In this article, the Audi dealer sales satisfaction improvement was put
to be the sample. Then deeply research Audi dealer management level to improve.
Take the case studies as the core and supplemented by theoretical explanations and
with qualitative research methods and secondary data, document access, content
analysis methods.
The first chapter , describes the contents of this paper to study and research
significance , indicating that the current customer satisfaction has occupied almost the
most important position in the corporate strategy.
The second chapter describes the Northeast Audi Sales Satisfaction status and
problem analysis, by way of empirical analyzes from the problem.
The third chapter of the in-depth interviews , content analysis, case studies and
other methods to practical example discusses the northeastern region of the effective
ways to enhance satisfaction and success stories.
The fourth chapter describes the Northeast multidimensional lifting direction to
improve the variety and enhance the satisfaction of specific measures .
In this article, for the Audi Sales Satisfaction Northeast problem analysis
concluded as follows: First, the weakness point of sale process aspects including
requirements analysis, display, test drive , offer negotiation , this four weak points
need to be improved . Secondly , the dealer managers , the part of the dealer did not
put a standard sales process actually implemented and enforced , and there is no clear
incentive mechanisms established in various sectors. Subsequently , these two aspects
Keywords: Audi dealers, sales satisfaction, sales management
of weakness for improvement strategies are described, and concrete and specific
direction to enhance the next action steps were to done.
第 1 章 绪论
1.1 选题背景
中国的豪华车市场目前已经成为各大豪华车品牌纷纷追逐的目标。各大豪
车品牌也大部分将中国作为世界第一大汽车市场，导致目前豪华车市场竞争异
常激烈。各豪华车品牌为拼争市场份额采取了包括降价等在内的诸多市场举
措，这直接导致了豪华车品牌的经销商出现了利益受损的局面。在此种市场竞
争态势下，如何在销售过程中提高用户的销售满意度已经成为各品牌关注的重
中之重。 在奥迪的生产基地及销售大本营－东北地区，销售满意度提升已经
成为奥迪经销商管理水平提升的重要项目。目前东北区的奥迪经销商整体的管
理水平有提升空间，而销售满意度的提升将直接关系着奥迪经销商管理水平的
提升。东北区奥迪经销商的销售满意度存在各经销商之间得分及排名差异较
大，而且有部分经销商对于销售满意度提升对于该经销商利润提升乃至管理水
平提升没有充分明晰的认识。奥迪经销商整体销售满意度的提升，是一个在东
北区将长期坚持的管理项目。综上所述，奥迪经销商用户满意度的改进与提升
对于奥迪轿车提升销售的数量和质量起着非常关键的作用。

1.2 本文研究意义
在竞争激烈的东北区豪华车市场，抓住客户，提升用户满意度是汽车企业
争夺客户资源的战略重点。在研究方向上，重点为奥迪经销商的用户满意度，
专注于秘密采购，在执行层面，关注经销商如何贯彻理论与经营活动。本文重
点关注对于奥迪品牌的用户满意度如何在以下几个层面进行相关论述及行动
措施：奥迪的用户满意度构成及因子分析；如何通过用户满意度的实施来进一
步了解消费者，服务的体验感受，发现和分析奥迪汽车服务和客户的期望，以
及在实际运行中找出用户满意度的弱项，进而制定出如何提高东北区奥迪经销