汽车售后服务问题研究——以上海长安马自达为例

汽车作为一种重要的交通工具，对人们日常生活产生了巨大影响。在国外，汽车产业已经发展得相当成熟，有实体化的生产与服务体系。中国的汽车产业尚处于发展阶段，汽车售后服务尚未形成成熟、有效的服务营销体系。针对这一现状，本论文在对汽车售后服务的概念、特点和国内外研究现状进行综述的基础上，结合国外汽车售后服务行业的发展方向，对上海长安马自达服务营销现状进行了较为深入的剖析，利用STP理论和SWOT理论对企业所存在的各项问题进行了分析。最后，结合中国汽车售后服务存在的问题和上海长安马自达售后存在的问题，从五个角度提出了策略建议：服务过程标准化策略、多样化服务项目策略、内部营销策略、营销策略的保障措施、加强企业外部营销战略。希望本文的研究结论能为我国中小汽车售后服务企业提供一定的借鉴和参考。

关键词： 汽车售后服务；内部营销；标准化策略；外部营销战略；

Research in automobile after-sales service
Taking the case of Shanghai Changan Mazda automobile corporation

Abstract:automobiles is an important transport vehicle which has a great influence on people's daily life .In foreign countries , the automobile industry has developed very mature,both in produce and service.But in China, automobile industry is on the stage of development，after-sales service industry and Service marketing has not been mature. According to the after-sales theory ,domestic and international research on automobile industry and the direction of oversea vehicle after-sales service to analyze the marketing situation of “shanghai changan mazda automobile corporation”.Then use the STP, SWOT theory to analyze strengths and weaknesses of the company. Finally, set down five-point service marketing strategies for them: marketing theory and set down the service process standardization and variety diversification strategy, internal marketing strategy, safe guards for the realization of the strategies,external marketing strategy. Hope this research result is of reference value for the small and medium vehicle after-sales service enterprises．

Keywords:  After-sales service strategy ; Internal marketing strategy ; standardization strategy; external marketing strategy;

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