BMW 汽车售后服务广州地区顾客满意度研究 中 文 摘 要经过 2008 年全球金融风暴，BMW 在中国地区地销售量并没有被该风暴所影响，09 年的销售量有增无减，BMW 是高档品牌汽车，车主都是品位高、要求高的群体，因此售后服务更应做到顾客满意，本文借助 SWOT 分析模型对宝马 4S 店售后服务在广州地区的优势与劣势，机会与威胁进行对比分析，表明宝马 4S 店在广州地区存在的问题。通过发放问卷的形式进行市场调查，结合宝马的顾客满意度市场调查数据进行分析，为宝马汽车维修服务在广州地区未来生存与发展提出一些建议。关键词：顾客满意度，服务营销，售后服务AbstractAfter the global financial crisis in 2008, sales of BMW have not been influenced by the storm in China area, especially in the year 2009, contrary to expectation, the sales are increasing. BMW is a premium car brand. Cars owners are the group of high taste and high requirements, so after-sales service should be customer satisfaction. With the help of SWOT analysis model, we conduct a comparative analysis on the after-sales service strengths and weaknesses, opportunities and threats of the BMW 4S shops in Guangzhou. And this essay will show you the problem about after-sales service of BMW 4S stores in Guangzhou area. We conduct a market survey by means of questionnaires and integrate BMW's customer satisfaction market research data analysis with it to give some suggestions for the survival and development in the future of BMW motor repair services in Guangzhou area.Keywords: Customer Satisfaction，Service Marketing，After-sales serviceI目 录中 文 摘 要........................................................................................................................................IABSTRACT.....................................................................................................................................I1 绪论..........................................................
