I 摘要 售后服务是继产品实现销售后，持续服务顾客，获取顾客消费反馈，研究顾客后期 消费行为的服务延伸。售后服务也是企业补救产品缺陷，积累产品口碑，重塑企业形象， 提升品牌价值，增强品牌忠诚度，增加服务营业收入和提高企业经济效益的重要途径。 如今在产业布局全球化，价值分工国际化，产品竞争同质化的市场环境下，如何扩 大产品市场份额，维护好与顾客的关系，因此研究如何增强企业售后服务管理，建立适 用的售后服务流程，提高服务运营效率，实行差异化售后服务竞争战略，具有非常重要 的现实意义。 本论文从 A 公司售后服务现状出发，在研究过程中参阅大量的中外文献、期刊研究 成果；理论综述环节，介绍了服务的内涵与本质、服务价值链、售后服务管理等理论研 究的最新成果，阐明服务管理与制造管理的差异，售后服务管理设计、服务需求管理、 服务授权管理，服务生产效率的改善，服务质量的保障，服务承诺的设计和顾客满意的 实现。 本文在研究过程中采用了问卷调查、电话访谈、图表展示等分析方法，从 A 公司售 后管理现状出发，总结管理中存在的主要问题，运用 5W1H 和 DMAIC 的方法论，分析 问题的主要/次要原因，内部/外部原因，直接/间接原因，找到十四项问题产生的根源， 据此提出 A 公司售后服务管理改进方案。在方案的形成过程中，沿着期望的改进思路和 改进原则，进行方案事前评审，确保方案的科学性、有效性、可行性和实用性，提出十 二项售后服务管理改进方案。在管理改进流程过程中，依据问题的严重性和对管理影响 的重要性，采用六西格玛思维贯穿流程改进全过程。在方案实施阶段，提出统一管理理 念，达成管理共识，确保财力支持，具体问题具体分析的保障原则，确保方案有效实施。 最后对论文研究进行全面整体总结，指出进一步研究的问题。 关键词，价值链， 服务利润链，售后服务管理ABSTRACT II ABSTRACT The after-sales service is the extension of further customer service, collection of customer feedback and the study of users’ consumption behavior right after sales realization. It is also an important pathway to salvage product imperfection, rescue product quality reputation, rebuilding company image, adding band value, enhancing band loyalty, bringing service revenue and consequently improving enterprise financial performance. Under the market environment in which industry specialization move towards globalized, product value chain geographically allocate internationally and product competition become more homogeneously, how should enterprise do to expand the market share, maintain good relationship with customersIt proves practical significance to study how to enhance after-sales service operation management by establishing the best appropriated after-sales service process, improving service operation efficiency and realizing the differentiation after-sales service competition strategy. This thesis begins with company-A after-sales status quo, throughout the subject study context the substantial China & overseas articles, essays, journals etc. research results are referred. At after-sales service management theory overview section, the latest theoretical research results are outlined, including the definition and essence for service and after-sales service, what is service operation management. Also the variance in between service management and manufacture management are compared, the design of service operation management, the service demand management, the service authorization management are introduced, moreover how to improve service productivity, guarantee the service quality and design service promise and to reach customer satisfactory are all presented. During the essay subject research process, several methodologies are applied, including initiate questionnaire survey, make phone calls to key personnel, collect customer feedback information from website. Base on company-A existing operation, the customer’s top dissatisfactions are identified by applying DMAIC six Sigma and 5W1H problem solving methodology. The 6 types of root causes are identified such as major reasons / minor reasons, internal reasons / external reasons, direct reasons/indirect reasons. Base on this finally there are fourteen root causes observed and twelve line items of improvement plan is recommended.西北大学硕士学位论文 III At solution put forward session, the pre-defined after-sales management improvement ideas & policies are strictly followed in order to ensure the improvement plan is scientific, valid, feasible and practical enough. Prior to improvement solutions are implemented, the solutions must be reviewed and approved by management team. During solution generation process, according to problem seriousness, importance and urgency, the six-sigma approach is applied to guide the improvement process. At solution implementation section, the 4 principles are proposed such as to align service operation & management mindset, to reach management thinking consensus, to obtain financial support from management, and be flexible to analyze specific cases. The last chapter gives the overall summary and conclude the whole chapters, list out what should be studied the next steps. Keywords: Value Chain, Service Profit Chain (SPC), After-sales Service Management西北大学硕士学位论文 IV 目 录 摘要 .......................................................................I ABSTRACT....................................................................II 目 录.......................................................................IV 第一章 导 论.................................................................1 1.1 选题背景及意义 .............................................................................................................. 1 1.2 研究对象及方法 .............................................................................................................. 2 1.2.1 研究对象................................................................................................................... 2 1.2.2 研究方法................................................................................................................... 3 1.3 研究思路与框架 .............................................................................................................. 3 1.4 本文的主要贡献 .............................................................................................................. 5 第二章 售后服务管理相关理论综述.................................................. 1 2.1 服务的基本概念 .............................................................................................................. 1 2.1.1 服务的内涵和本质.................................................................................................... 1 2.1.2 服务的特点 ............................................................................................................... 1 2.1.3 售后服务................................................................................................................... 2 2.1.4 售后服务和微笑曲线................................................................................................ 2 2.2 售后服务管理的主要理论 ............................................................................................... 4 2.2.1 售后服务管理 ........................................................................................................... 4 2.2.2 售后服务管理的内容............................................................................................... 4 2.2.3 售后服务管理与制造管理的差异............................................................................ 5 2.2.4 售后服务管理的设计............................................................................................... 6 2.2.5 售后服务需求管理................................................................................................... 7 2.2.6 售后服务授权管理................................................................................................... 7 2.2.7 售后服务生产效率管理 ........................................................................................... 8 2.2.8 售后服务质量管理................................................................................................... 8 2.2.9 售后服务承诺和顾客满意管理................................................................................ 9 2.2.10 顾客离开和售后服务失败管理.............................................................................. 9 2.3 售后服务管理研究的现状 ..............................................................................................10 2.4 利用 CRM 促进售后服务管理........................................................................................11目录 V 第三章 A 公司售后服务管理现状及存在问题 .........................................13 3.1 A 公司管理现状........................................................................................................... 13 3.2 A 公司营销管理现状................................................................................................... 13 3.3 A 公司售后服务管理现状 ........................................................................................... 14 3.4 A 公司售后服务管理存在的问题................................................................................ 15 第四章 A 公司售后服务管理问题原因分析 ..........................................18 4.1 A 公司售后服务管理问题主要原因分析 .................................................................... 19 4.1.1 跨国换机保修和需求预测困难是维修周期长的主要原因..................................... 19 4.1.2 追求一流品质和更换新机是产品价格较高的主要原因......................................... 20 4.1.3 维修作业成本高是维修费用较高的主要原因........................................................ 21 4.2 A 公司售后服务管理问题次要原因分析 .................................................................... 22 4.2.1 生产变动成本上升是售后服务价格较高的次要原因 ............................................ 22 4.2.2 产能利用率低和品质控制严苛是维修费高的次要原因......................................... 23 4.2.3 直营店少和 ASP 服务质量参差不齐是影响客户体验的次要原因........................ 24 4.3 A 公司售后服务管理问题内部原因分析 .................................................................... 25 4.3.1 周转机库存规划困难是维修周期长的内部原因.................................................... 26 4.3.2 直营店设计未以售后服务为主是顾客体验不佳的内部原因................................. 27 4.4 A 公司售后服务管理问题外部原因分析 .................................................................... 28 4.4.1 直营店客流量大是客户体验不佳的外部原因........................................................ 28 4.4.2 对 ASP 服务运营监管有限是客户体验不佳的外部原因 ....................................... 30 4.5 A 公司售后服务管理问题直接原因分析 .................................................................... 31 4.5.1 需求变动频繁库存计划滞后是服务周期长的直接原因......................................... 32 4.5.2 直营店现场管理不足是顾客体验不佳的直接原因 ................................................ 34 4.6 A 公司售后服务管理问题间接原因分析 .................................................................... 34 4.6.1 售后服务网页设计不佳间接影响顾客售后服务体验 ............................................ 35 4.6.2 服务人员选拔不严是服务体验差的间接原因........................................................ 36 第五章 A 公司售后服务管理改进方案................................................37 5.1 A 公司售后服务管理改进思路.................................................................................... 37 5.2 A 公司售后服务管理改进原则.................................................................................... 38 5.3 A 公司售后服务管理改进方案.................................................................................... 38 5.3.1 调整周转新机库存提高服务响应速度 ................................................................... 39 5.3.2 改善售后服务网页设计消除现场资源挤占............................................................ 41 5.3.3 引导网页自助查询提高呼叫中心工作效率............................................................ 42西北大学硕士学位论文 VI 5.3.4 加强直营店现场运作改善顾客等待环境 ................................................................42 5.3.5 减少返厂维修比例调整关键备件定价 ....................................................................44 5.3.6 提高预防意识打击非法骗保降低维修成本 ............................................................45 5.3.7 严把人员招聘提高服务意识建立服务分级管理.....................................................45 5.3.8 加强 ASP 管理实行动态资格认证 ..........................................................................46 5.3.9 强化国际物流管理提高运作效率............................................................................48 5.3.10 加强工人维修技能培训改善维修良率 ..................................................................49 5.3.11 提高工厂维修产能改善产能利用率 ......................................................................50 5.3.12 加强服务需求预测强化采购供应链管理 ..............................................................51 5.4 A 公司售后服务管理改进流程.....................................................................................54 5.4.1 售后服务管理改进流程综述 ...................................................................................54 5.4.2 售后服务管理清单检讨 ..........................................................................................54 5.4.3 售后服务管理清单重建和业绩考核评价 ................................................................55 第六章 A 公司售后服务管理改进方案实施保障 ...................................... 56 6.1 统一经营理念，达成管理共识.......................................................................................56 6.2 成立方案评估实施小组 ..................................................................................................57 6.3 确保财力积极支持..........................................................................................................58 6.4 具体问题具体分析..........................................................................................................59 第七章 结论....................................................................... 60 7.1 主要结论.........................................................................................................................60 7.2 进一步要研究的问题......................................................................................................60