自2004年我国推动并实行了《汽车产业发展政策》以来，汽车行业呈“井 喷式”发展。新车销售量逐年攀升，随之而来的是汽车保有量的显著提高以及汽 车售后服务市场的不断扩大。汽车后市场相比新车销售市场，市场范围更广，利 润空间更大。在汽车售后服务市场中，谁能通过有效地管理对策提升售后服务整 体水平以及售后服务质量，才能在其中站稳脚跟。 如今，汽车售后服务已经得到各品牌4S店的重视。JH东风日产4S店成立4 年，位于三圣乡汽车园区，其东风日产专营店在本地属于较大的专营店，本文将 通过对JH东风日产4S店售后服务部管理体系的研究，分析其售后服务数据、售 后服务流程以及客户关系管理等，结合汽车售后服务相关定义、服务质量差距模 型以及服相务关理论，指出了JH东风日产车4S店售后服务管理体系中服务质量、 服务流程、人员配置、以及客户关系管理存在的问题。 再运用相关理论并结合实际情况，提出售后服务质量改进，改善售后服务流 程，制定售后服务人才管理机制，加强客户关系管理等对策，以此提升JH东风 日产4S店售后服务管理水平，提高售后服务质量。 最后，希望通过对JH东风日产4S店售后服务部管理对策的改进研究，给国 内汽车4S店售后服务改进提供参考。 关键词：汽车4S店；售后服务；售后服务质量；管理对策 Researchonimprovementstrategyofafter-salesserviceofJHDongfengNissan4Sstore II Abstract Since2004,Chinahaspromotedandimplementedtheautomobile industrydevelopmentpolicy,theautomobileindustryhasdevelopedina "blowout"way.Thesalesvolumeofnewcarsisincreasingyearbyyear, followedbythesignificantincreaseofcarownershipandthecontinuous expansionofthecarafter-salesservicemarketparedwiththenew carsalesmarket,theautomotiveaftermarkethasawidermarketscopeand alargerprofitmargin.Intheautomotiveafter-salesservicemarket,who canimprovetheoveralllevelofafter-salesserviceandthequalityof after-salesservicethrougheffectivemanagementmeasures,canstandfirm init. Nowadays,automobileafter-salesservicehasbeenvaluedby4Sstores ofallbrands.JHDongfengNissan4Sstorehasbeenestablishedfor4years, anditsDongfengNissanbrandfranchisestoreisalargelocalfranchise store.Basedontheresearchonthemanagementsystemoftheafter-sales servicedepartmentofJHDongfengNissan4Sshop,thispaperanalyzesthe after-salesservicedata,after-salesserviceprocessandcustomer relationshipmanagement,andpointsouttheservicequality,service process,personnelstructureandproblemsincustomerrelationship managementinthemanagementsystemoftheafter-salesservicedepartment ofJHDongfengNissan4Sshop,combiningwiththerelevantdefinitions oftheafter-salesservice,TheGapsModelofServiceQualityandthe servicerelatedtheories. Thenusingtherelevanttheoriesandcombiningwiththeactual situation,thepaperputsforwardtheCountermeasuresofimprovingthe after-salesservicequality,improvingtheafter-salesserviceprocess, Researchonimprovementstrategyofafter-salesserviceofJHDongfengNissan4Sstore III formulatingthetalentmanagementmechanismoftheafter-salesservice department,strengtheningthecustomerrelationshipmanagement,etc.,so astoimprovetheafter-salesservicemanagementlevelandtheafter-sales servicequalityofJHDongfengNissan4Sstore. Finally,theauthorhopestoprovidereferencefortheimprovement ofafter-salesserviceofdomesticautomobile4Sstoresbystudyingthe managementcountermeasuresofafter-salesservicedepartmentofJH DongfengNissan4Sstore. KeyWords:Automobiles4SStores；After-salesService；After-sales quality；Management 目录 摘要....................................................................................................I Abstract................................................................................................II 第一章绪论..........................................................................................1 1.1研究背景 ...................................................................................................... 1 1.2研究目的及意义 .......................................................................................... 2 1.2.1研究目的..............................................................................................2 1.2.2研究意义..............................................................................................3 1.3研究主要内容 .............................................................................................. 3 1.4研究方法 ...................................................................................................... 4 1.5特色和创新之处 .......................................................................................... 4 第二章汽车售后服务相关定义及理论.............................................5 2.1汽车售后服务相关定义及发展现状 .......................................................... 5 2.1.1汽车售后服务的慨念..........................................................................5 2.1.2汽车售后服务的特点..........................................................................5 2.1.3汽车售后服务发展现状......................................................................6 2.2相关理论 ...................................................................................................... 7 2.2.1服务的概念..........................................................................................7 2.2.2服务质量相关理论..............................................................................8 2.2.3业务流程再造理论..............................................................................9 2.3售后服务相关文献综述 ............................................................................ 10 第三章JH东风日产4S店售后服务运行现状..................................12 3.1JH东风日产4S店基本情况介绍 ............................................................. 12 3.2JH东风日产4S店售后服务运行现状 ..................................................... 12 3.2.1JH东风日产4S店售后服务部基本情况.........................................12 3.2.2JH东风日产4S店售后服务部经营现状.........................................14 3.2.3JH东风日产4S店售后服务项目.....................................................18 3.2.4JH东风日产4S店售后服务流程及服务内容.................................19 3.2.5JH东风日产4S店售后服务部制度.................................................23 3.2.6JH东风日产4S店售后服务顾客满意度现状.............................26 第四章JH东风日产4S店售后服务部存在的问题及原因分析....29 4.1服务流程设计缺失，服务质量不高 ........................................................ 29 4.1.1预约服务未能履行向客户传递的服务承诺....................................29 4.1.2接待服务未能了解客户的需求与期望............................................30 4.1.3客户感知价值与定价不匹配............................................................31 4.2售后服务项目单一，缺乏竞争力 ............................................................ 32 4.3人才培养意识差，员工离职频繁 ............................................................ 33 4.4客户关系管理不到位，缺少客户评价机制 ............................................ 34 第五章JH东风日产4S店售后服务改进对策................................35 5.1优化售后服务流程，提高售后服务质量 ................................................ 35 5.1.1售后服务流程再造............................................................................35 5.1.2优化售后服务预约流程....................................................................37 5.1.3优化售后服务接待与维修流程........................................................38 5.1.4提高一次性修复率............................................................................39 5.2售后服务项目创新，提高售后服务竞争力 ............................................ 40 5.2.1增设上门服务....................................................................................40 5.2.2增设快修车辆通道服务....................................................................41 5.2.3增设微信公众号服务........................................................................42 5.3建立有效的人才保障机制，提升员工满意度...................................42 5.3.1加强售后服务技术培训以及建立内部评级机制.........................42 5.3.2注重员工长远发展以及建立员工激励体制....................................44 5.3.3建立储备人才库................................................................................45 5.4加