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伴随近年来宏观经济的持续向好和消费者消费水平的不断提高,豪华车市场以两位数的增幅领涨各大细分车市,中国豪华车市场更是呈现出巨大的增长潜力。与此同时,消费者对售后服务的需求和期望越来越多也越来越高,驱动了豪华车品牌不断提升售后服务品质。为了有效提升客户满意度,一场围绕售后服务实力和品牌力的争夺,正在豪华车品牌之间全面展开。实际上,宝马是业界第一家将售后服务进行品牌化管理的车企,2011年年初即发布并在全国经销商体系中贯彻了“悦常在驾无忧”的售后服务中国战略及“高效、透明、关爱”的品牌承诺。一直以来,宝马致力于把优异的售后服务打造成稳定的业务支柱和竞争优势。一方面,通过快速发展售
With the continuous improvement of macro-economy and rising consumer spending in recent years, the luxury car market has led the major sub-markets with double-digit increases. The luxury car market in China is showing tremendous growth potential. At the same time, consumers are increasingly demanding and expecting more after-sales service, driving the luxury car brands to continuously improve their after-sales service quality. In order to effectively enhance customer satisfaction, a competition around the strength of service and brand strength, luxury car brands are in full swing. In fact, BMW is the first car brand in the industry to carry out brand management after-sales service. In early 2011, it released and implemented the after-sales service strategy of “after-sales service” in the national dealer system and “Efficient, transparent, caring ” brand promise. All along, BMW is committed to creating excellent after-sales service into a stable business pillar and competitive advantage. On the one hand, through the rapid development of sales