汽车S店客户关系管理研究.doc

南通大学 毕业设计（论文） 课 题： 汽车4S店客户关系管理研究 院 系： 机械工程学院 专 业： 汽车技术服务与营销 班 级： 汽车001 姓 名： 名胜 指导教师： 晔子 完成日期： 2013年05月04日  摘要 汽车4S店行业的竞争越来越激烈，客户是争夺最激烈的资源，企业越来越重视客户关系管理，如何留住现有客户、获得新的客户、提升客户价值成为各汽车4S店关注的焦点。 客户关系管理（CRM）是一种旨在改善企业与客户之间关系的新型管理机制，它实施于企业的市场营销、销售、服务与技术支持等与客户相关的领域，一方面通过提供更快速和周到的优质服务提高客户价值来吸引和保持更多的客户，因此优质的客户服务质量成为提高客户满意度和忠诚度的主要手段;另一方面通过对业务流程的全面管理来降低企业的成本，企业要在不同时期可以根据自己的经营状况和信息系统建设状况灵活扩展CRM系统的功能，从而满足企业部门级、协同级和企业级三个层次的不同需求。 对于的汽车4S店，汽车营销渠道的经营核心从市场交易转移到全方位的客户服务，客户关系管理(CRM)成为汽车4S店增强竞争力的重要手段。通过制定并实施全方位的的客户关系管理策略，汽车4S店为客户提提供主动的、超值的、让客户感动和满意的服务才能赢得客户的信任，以达到共赢。 关键词：汽车4S店； CRM ； 策略与营销  Abstract The industry of Auto 4S Shop become more and more competitive, the customer is the most intense competition for resources, companies increasingly focus on the customer relationship management, how to retain existing customers, acquire new customers, enhance customer value to become concerned about the focus of car 4S shop. Customer Relationship Management（CRM） is aimed at improving the relationship between businesses and their customers new management mechanism, it is implemented in the enterprise with the customer-related areas such as marketing, sales, service and technical support, on the one hand, by providing faster and more thoughtful quality service to attract and retain more customers, increase customer value and superior customer service quality improve customer satisfaction and loyalty, the primary means of; the other hand, the overall management of business processes to reduce business costs, enterprises should extend the functionality of the CRM system at different times can be flexible according to its own operations and information system status, to meet the level of the corporate sector, collaborative level and three levels of enterprise-class requirements. For auto 4s shop, as the main automotive marketing channels, the core business of auto 4s shops transactions from the market shifted to the full range of customer service, Customer Relation