I 摘要 目前，KD 汽车在国内的总销售量已突破 30 万辆。本文主要针对 KD 汽车 经销商（即 KD 汽车 4S 店）的售后服务管理体系进行研究，结合学术界比较热 点的品牌社群理论，从汽车售后服务管理的发展现状出发，深入分析研究 KD 汽车服务运营管理体系，KD 汽车售后服务人员管理体系，发现其售后服务现 存问题，综合运用文献分析、调查研究等方法，对 KD 汽车售后服务管理进行 优化，以期优化现有售后管理体系，提升用户满意度，促进销量和盈利的增 长，在市场竞争中保持优势地位。 全文共分为五个部分：第一部分，通过对中国汽车市场现状及发展趋势的 分析，明确了本文的研究背景、研究意义、研究内容、研究方法和论文的结构 思路。第二部分，通过对汽车售后业务管理体系及品牌社群理论的相关文献进 行较全面的梳理、比较和综述，为后续研究奠定理论基础。第三部分，介绍了 KD 汽车的历史；接着阐述了 KD 汽车在中国的发展，比如品牌建设方面，产品 规划方面，产能布局方面，销量及经销商网络等等；再接着又介绍了 KD 汽车 售后服务的组织结构。第四部分，主要提出了目前 KD 汽车售后服务所存在的 一些问题，同时分析了造成这些问题的原因。第五部分是本文的重点，讲述了 如何从各个方面对 KD 汽车售后服务进行优化管理，提高经销商的竞争力比如 品牌形象，专业服务，技术和配件等等，在这些传统方面之外还有车主俱乐 部，很好地把汽车售后服务和品牌社群理论有效的结合起来，对于提升客户粘 性具有很大的作用。结论和展望部分对本次研究进行了总结，同时指出了后续 工作的方向和内容，以期继续完善本次研究。 关键词：汽车市场；汽车售后服务；品牌社群理论Abstract II ABSTRACT Lately, the KD Auto total sales volume has exceeded 0.3 million in China. This thesis mainly focused on the research on KD’s dealer auto after-sales service management system. By utilizing the Brand Community Theory, which is a hot topic within the industry, it aims to perform an in-depth study on the status and trend of the automotive service management system, to probe KD’s service operation and people management, and thus identify the existing problems in its after-sales service. Based on literature analysis in combination with investigation and research, this paper intends to put forward optimization proposals on KD's after-sales service management, in order to optimize the existing service management system, improve customer satisfaction, raise sales and profitability, and ultimately maintain the brand’s dominant position in market competition. The thesis is divided into five parts. Part One elaborates the research background, significance, content and methods, as well as the structure of the paper through the analysis of the status quo and development trend of China's auto market. In the second part, KD is introduced as the subject of this paper, which is based not only on the review, comparison and summary of the related literatures about service management and brand community theory, but also build the basic of the future researches. Part three firstly introduce the history of KD auto, then introduce the development of KD in China, such as brand building, products planning, productivity layout, sales, dealer net and so on. The organization of KD aftersales is also introduced in part three. The fourth part mainly analyzes the causes of those problems existing in KD’s after-sales service. The fifth part is the most important part, tells how to improve the aftersales, such as brand, service, technical support, parts and so on. KD Club combine the aftersales and brand group effectively, it’s satifying customers.Finially the research is concluded and the following job is arranged. I am looking forward to improve this research. Key Words: auto market; auto after-sales service; brand community theory目录 III 目 录 第 1 章 绪论.................................................................................................................1 1.1 研究背景与意义 ............................................................................................. 1 1.1.1 研究的背景 ............................................................................................ 1 1.1.2 研究的目的 ............................................................................................ 2 1.1.3 研究的意义 ............................................................................................ 2 1.2 国内外文献综述 ............................................................................................. 4 1.2.1 国外研究现状 ....................................................................................... 4 1.2.2 国内研究现状 ....................................................................................... 4 1.2.3 国内外研究述评 ................................................................................... 5 1.3 主要内容及研究方法 ...................................................................................... 5 1.3.1 主要内容 ................................................................................................ 5 1.3.2 研究方法 ................................................................................................ 6 第 2 章 相关理论和文献综述.....................................................................................7 2.1 汽车售后服务相关理论 .................................................................................. 7 2.1.1 汽车产业发展与售后服务市场潜力 .................................................... 7 2.1.2 汽车售后服务的定义 ............................................................................ 7 2.1.3 汽车售后服务中客户满意度 ............................................................... 7 2.1.4 汽车售后服务对产业的影响 ............................................................... 8 2.2 品牌社群相关理论 ....................................................................................... 11 2.2.1 品牌社群的概述 ................................................................................. 11 2.2.2 品牌社群的分类 ................................................................................. 12 2.2.3 品牌社群的建设方式 ......................................................................... 13 2.2.4 品牌社群的现状和不足 ..................................................................... 14 2.3 汽车售后服务和品牌社群理论的关系 ....................................................... 15 第 3 章 KD 汽车的历史及现状 ................................................................................16 3.1 KD 汽车历史简介 ......................................................................................... 16 3.2 KD 汽车在中国的发展 ................................................................................. 16 3.2.1 品牌建设方面 ..................................................................................... 16目录 IV 3.2.2 产品规划方面 ..................................................................................... 17 3.2.3 产能布局方面 ..................................................................................... 17 3.2.4 销量表现及网络发展 ......................................................................... 17 3.2.5 KD 汽车官方车主俱乐部 ................................................................... 18 3.3 KD 汽车售后服务组织结构及流程理念 ..................................................... 18 3.3.1 KD 汽车售后服务组织结构 ............................................................... 18 3.3.2 KD 汽车服务理念及流程 ................................................................... 19 3.3.3 KD 汽车 4S 店管理 ............................................................................. 20 第 4 章 KD 汽车售后服务问题及原因分析 ............................................................21 4.1 KD 汽车售后服务问题 ................................................................................. 21 4.1.1 通过走访 KD 汽车经销商发现的问题 ............................................. 21 4.1.2 通过 KD 汽车的客户满意度调研发现的问题 ................................. 21 4.2 KD 汽车售后服务问题原因分析 ................................................................. 22 4.2.1 外部影响因素分析 ............................................................................. 22 4.2.2 内部影响因素分析 ............................................................................. 23 第 5 章 KD 汽车售后服务管理执行措施 .................................................................25 5.1 品牌形象和专业服务方面 ........................................................................... 25 5.1.1 对品牌形象进行具体分析 ................................................................. 25 5.1.2 专业服务 ............................................................................................. 27 5.2 技术配件管理 ............................................................................................... 30 5.2.1 技术的重要性 ..................................................................................... 30 5.2.2 专业的技术人员 ................................................................................. 30 5.2.3 专业的维修设备工具 ......................................................................... 31 5.2.4 KD 汽车厂家的技术支持 ................................................................... 31 5.2.5 原厂配件保证 ..................................................................................... 32 5.3 日常管理和考核 ........................................................................................... 32 5.3.1 KD 汽车日常管理 ............................................................................... 32 5.3.2 KD 汽车厂家考核 ............................................................................... 33 5.4 KD 汽车车主俱乐部的发展及改进 ............................................................. 34 5.4.1 KD 汽车车主俱乐部在厂家层面的发展和改进 ............................... 34 5.4.2 KD 汽车车主俱乐部在经销商层面的发展和改进 ........................... 34目录 V 第 6 章 结论与展望...................................................................................................36 6.1 主要结论 ....................................................................................................... 36 6.2 展望 ............................................................................................................... 37 致 谢.........................................................................................................................38