摘 要

汽车4S店作为现代汽车主要的营销渠道，在欧美己经流行了几十年，自从1997年引入中国后，发展如雨后春笋，在汽车市场上发挥的作用越来越明显，特别是售后服务车间管理更是商家重点之重了。但是，中国汽车4S 店存在种种缺陷也充分体现出来。本文特地对广州市汽车4S 店进行调查并分析现状，同时对存在问题有针对性的研究对策。

本文以挖掘问题、分析问题、解决问题的逻辑思路展开。第二章详细地陈述了有关汽车4S 店售后服务车间管理的理论知识，为后面的调查和分析提供强有力的理论保证，同时也提高了分析问题的科学性。对广州市汽车4S 店做相应的调查问卷，问卷分别有客户、企业和员工版三方面，是本文展开的事实和基础。第三章对调查结果进行详细的分析，分析管理现状和经营现状，分析过程采用了VRIO 分析法，重点分析企业缺陷部分。在分析调查结果后，得出汽车4S 店经营管理的存在问题。第四章从企业车间打造优势市场、管理制度、维修人才培养、客户关系管理等方面，提出了相应的管理策略。

本文结合理论和实践，在现有的经营管理模式的基础上，提出了一些4S 店售后服务管理的创新模式，希望能对广州市的4S 店企业管理者起到一定的借鉴作用。

关键词：汽车4S 店,经营管理,客户关系,满意度,售后服务

Abstract

As a main marketing channel of modern automobile, automobile 4S shop has been popular in Europe for decades. Since the automobile 4S shop was introduced into China in 1997, it has mushroomed and plays more and more obvious role in the automobile market, especially the management of after-sales service workshop, which is the key point of businessman. However, the defects of auto 4S shop in China are thoroughly exposed. This article analyses the current situation of automobile 4S shops of Guangzhou through investigation.

This article develops with the logic idea of problem-seeking, problem-analysis and problem-solving. Firstly, the second chapter states in detail about the theoretical knowledge of the service workshop management of automobile 4S shop, which provides strong guarantee to the followed investigation and analysis in theory, and improves the scientific of problem-analysis. Then, the author makes questionnaires to the automobile 4S shop of Guangzhou. Both customers and enterprise managements are involved in the questionnaires, which is the facts and the foundation of this article. What’s more, the author analyses the results of the investigation as well as the current situation of operation and management. With the VRIO analytical method, this paper lays emphasis on the problems of the 4S stores management. At last, the author proposes management strategies concerning the market-building, enterprise management system, employee training and the customer relationship.

Based on theory and practice, this article puts forward some innovational model of 4S shop after-sales service management besides the basic current management mode. I Hope it can do help to the 4S store managers of Guangzhou.

Keywords: automobile 4S; operating management; Customer relationship; the degree of satisfaction; after-sales service