导　　师： 谢礼珊

学科专业： L02

授予学位： 硕士

作　　者： ;

机构地区： 中山大学

摘　　要： 汽车经销商从1998年由广州本田引入中国以后，凭借强大的商品力以及有丰富潜力的中国市场，得到飞速的发展。08年金融危机，各大汽车品牌先后出现质量问题召回而引起了客户的信用危机，使汽车经销商开始明白，只靠商品力不能使汽车经销商生存和发展，忠诚客户才是成就百年老店的基本。　　 本文以一汽丰田的汽车经销商——江门华通丰田为例，研究客户体验管理的策略。首先对客户在江门华通丰田的体验感觉进行调查，绘制情感曲线，同时结合J.D POWER的客户满意度调查数据，找出江门华通丰田在客户体验管理方面存在的问题。以客户体验的流程为线索，分别从销售及售后服务两部分，找出客户体验的“关键时刻”，向客户传递惊喜的体验，给客户留下深刻的印象，从而培养忠诚客户。　　 一向以来，汽车生产厂家都要求汽车经销商提高客户满意度，强化弱项的改善，以持续改善的精神推进客户满意度的提高，事实上，要把弱项全部改善无论是在成本还是在精力上都是不可能的。而本文更重视如何进行客户体验的管理。这是本文的创新点。　　 不足的是，如何在战略上保证客户体验管理，在工作上还要不断探索。 Automobile Dealers, introduced into China by the Guangzhou Honda, with strong brand influence of automobile and the rich potential of the Chinese market, have developed rapidly. The financial crisis in 2008, and the events of Toyota and Honda recalling, caused the customer's credit crisis. Dealers are beginning to understand the influence of automobile brand alone can not make them to survive and develop, loyal customers is the basic of being century old shop. In this paper, taking FAW Toyota Automobile Dealers - Jiangmen Hua-Tong as example, I researched customer experience management strategy. First, I investigate the customer experience of feeling in Jiangmen Hua-Tong Toyota, drawing emotional curve, combining with JD POWER customer satisfaction survey data, to identify Jiangmen Hua-Tong Toyota in customer experience management problems. And then, I divided the dealers’business into two parts-sales and after sales, with the clue of customer experience process, identify the 'key moment' in the process, and found out how to delivery“surprise”to the customer, left a deep impression to the customer, in order to cultivate customer loyalty. All along, automobile manufacturers require automobile dealers to improve customer satisfaction and strengthen the improvements, to promote the improvement of customer satisfaction. In fact, it is impossible to improve the weaknesses of all, whether in terms of cost or effort on both is not possible. The article more emphasis on how the customer experience management. This is the innovation of this paper. The shortage of this paper is how to ensure the customer experience in strategic management. I will explore continuously in the future.

关 键 词： 汽车经销商 江门华通丰田 客户体验管理 客户忠诚

领　　域： [经济管理—产业经济]