汽车售后服务外文文献及翻译

Automotive after-sales service

Automotive after-sales service is a means of car marketing which produced early in the automotive industry. As car consumables characteristics, the customer attaches great importance to its maintenance and after-sales service is an important part of the automobile circulation,which covers the quality assurance of the car after the car sales, claims, repair and maintenance services, auto parts supply, maintenance and technical training,technical advice and guidance, market information feedback to establish closer rapport with the customer after-sales service, so as to establish a corporate image, enhance the reputation of the product, to expand the impact of the product, cultivate customer loyalty. After-sales service as a "double-edged sword, good after-sales service support and promote product sales, marketing, brand and reputation play a strong role; poor after-sales service can also make the product unmarketable, brand reputation down and can even make brand , only after-sales service to improve the automotive products, auto 4S shop attentive service to moving customers, improve customer satisfaction, in order to win the market. This indicates that the car service in the whole process of automotive marketing, there is a special "mission" for to procure automotive products and services into the market to play an active , the automotive aftermarket has far-reaching significance and prospects for the prosperity of the market.

4S shop is a car service, including vehicle sales, parts, service, information feedback, 4S four feature set in one of the car service companies, S is actually four prefix abbreviation of the English words. Although China's auto industry from the history behind the developed countries, but the evolution of the service model can be said is basically the same way, but also the abbreviation of the foreign auto industry 100 2 years of history. The construction of the 4S shop, foreign auto supply store and some do not the China Construction Luxury and hardware facilities grade is not high, the size of the investment does not necessarily larger than domestic car shop, but the level of foreign car shop management services, software construction, but can be described as first-class, more nuanced, and will definitely not happen only to look at the appearance, is not allowed to enter the compartment to see things,

even some auto shop has its own proving ground, customers can freely choose and test. Repair services of motor vehicles is a major part of the benefit in the automotive aftermarket repair shop is obviously foreign manufacturers, they have established a close relationship of production and marketing, has a beautiful shopping environment, brand awareness and clear advantages, but also a lot of manufacturers to follow stores in the United States is the United States the most important automotive aftermarket mode, which rise in the United States is not long, but rapid development in the last 20 years. Chain initiator is not a vehicle manufacturing plant, but set position in the automotive aftermarket auto parts supply, maintenance, fast curing of an integrated service present, the company has nearly 20 . more than more than 500 chain stores of spare parts. This model integrates the resources of the various brands of Auto Parts and Accessories, breaking the vertical monopoly, on the basis of price transparency, vehicle maintenance, repair, beauty and spare parts supply one-stop service, the owner can be a one-stop solution to the problem. In the same brand of chain system, each branch uses the same store design, service marks, personnel training, and service standards in the management, the same price of services, unified management rules, unified technical support, unified logistics and distribution system, not only can effectively reduce operating costs, but also improve the overall brand chain initiator is not the OEM, 3 but the car service business service providers, the main business of the brand chain including supply of auto parts, car repair, fast curing, and every brand chain branches not only numerous but also widely distributed, according to statistics the United States more than 20 spare parts company has more than 500 stores, more than 70% of the auto parts market spare parts by brand stores, brand stores can sell more than one brand of car parts resources and price transparency, and that the integration of various brands of cars resources, played the economies of scale, and convenient to the customer, which has suffered an unprecedented favor.

4S stores will generally take a brand in an area designed and built in accordance with uniform inside and outside the shop, a huge shop is a very large investment market analysis, in Beijing, 4S shop hardware investment is usually about $ 15 million in sales between 5 million to

10 million of sales of economy cars 4S shop is a relatively small investment, but it also needs about 800 a huge investment did not stop the enthusiasm of the people, whether you are a 4S dealer which car manufacturers in the country, usually a collection of environment. Tianjin Toyota dealer about 40 or so, but there are more than more than 400 dealers to submit applications Tianjin is mainly because it is more profitable car sales, if you choose a good car manufacturer, may be it will recover the investment within two years. Authorities believe that almost every major car manufacturers are concerned with the manufacturer's brand and product other words, the car manufacturers not only to choose a products, brand awareness and potential for the development of enterprises, as well as the speed of introduction of new models these are the very elements can not be ignored. Shanghai General Motors dealers and car sales say, they chose the agent of Shanghai General Motors, because Universal is the largest distributor of Chinese investment, technology 4 research and development work. Many dealers say, "as long as the product of your choice is correct, then waiting for the money on the line." A proxy seven or eight car brand CEO said, can not make money, the key is depends on your agent what brand of car, whether the car is popular models. Best-selling Honda, for example, if you do not increase, selling a Honda car in Beijing for $ 15,000, but the reality is that Honda cars in short supply, increase sales is very common, and some because no invoice fare, do not pay taxes , dealers earn more Beijing, Honda 4S shop profits last year's net profit of at least $ 400 million. Of course, not all the dealers can get tense car type, they are in what ways to make money. Agent jetta car dealer said: "Now the sale of the vehicle does not make money, Sell a car dealer would have died. Most of the articles have been added in the sale of the vehicle. Say" article "refers to manufacturer rebates, insurance costs, interior decoration and maintenance 4S shop location determines the right decision by car manufacturers, because the planning and layout of the factory, the 4S shop location is not very good, most of the car users are also times to buy a car, they tend to be a taxi or bus, they tend to choose convenient place, 4S shop business for their own survival, often using very flexible operational mechanism. The general practice is to apply for a booth in

the Asian Games Village Automobile Exchange Market car market in Beijing or northern or find partners in these areas, so that the company's business course, there are many of 4S shop dealers rent an office phone consultation service or services to sell more cars in the automotive market, compared to the 4S shop, car and more popular in the this stage, the average consumer can also buy economy cars, car brand and not the main factors they buy, they are most sensitive to price changes in the price of the same grade they are most interested, if car prices slightly low, sales will marketing services are divided into three 5 parts: pre-service, sales service and after-sales the advances in automotive technology and the rapid development of science and technology, automotive products into the home, and as a means of transport, gradually entering after-sales service more and more people's attention, the emergence of the car service is due to market competition, and also a means of automotive marketing. The rapid development of China's automobile industry, car ownership has increased significantly, reaching more than 8500 million cars in the automobile industry occupies an important position. China's huge car ownership and fast car sales growth, the development of the automotive service industry provides a huge room for car sales services, is also subject to international popular "four in one" sales and service shop (also known as "4S shop") manufacturers and dealers deeply realize that only through rigorous, perfect, thoughtful, quality of service, cultivate a high level of customer satisfaction, a good and stable customer relationship, to grappling win in the increasingly intense market competition in the automotive market, car manufacturers focus on profit growth in the after-sales service, the pros and cons of the quality of after-sales service has become a key differentiator for automotive manufacturers in the incentive market competition a bridge connected to the car production and consumption markets - auto 4S shops, however, the service sectors also there is a lack of personnel, poor service concept, craftsmen low technical level, has seriously restricted the 4S shop or even the entire automobile , the establishment of an effective car 4S shop after-sales service evaluation system will help to promote automobile 4S shops or even the entire automotive industry to shop can not provide customers with personalized service to meet customer needs, and not enough

emphasis on customer care, in the face of complaints, 6 answer can not be given customer satisfaction, and service personnel with low skills and lack of integrity in the 4S solve these problems, this paper proposes the establishment of industry standards, improve laws and regulations to strengthen skills training for maintenance personnel, to design an effective performance appraisal system, and regulate the standards of service price, after-sales service industry chain extension, the timely processing of complaints from owners, strengthen 4S shop owners between emotional interaction measures. Automotive aftermarket service area, the automotive service chain management and enterprise management chain has become a development trend of automotive after-market services, is a big market, competing parties are sure to become an important position in the external services, especially because of its strong financial support and advanced management concepts will generate a considerable impact on the domestic service example, the car rental industry will eventually go to the chain , competitiveness and visibility in well-known international leasing companies have thousands of high development and growth of domestic enterprises, sand together to form a pagoda, the process is abroad experience, the car rental business will be gradually formed car rental industry is a strange phenomenon in the country, to holiday car rental rent a car, usually do not are in the minority. In this case of the leasing industry in Europe and the United States are precisely the opposite foreign experience has shown that, for automobile manufacturers in terms of the essence of the car rental car ownership and use a separate form of trade, car sales means effective extension For in terms of the domestic automobile manufacturers, recognizing that this is especially important. After China's accession to the WTO, the automotive industry has suffered an unprecedented impact and impact and influence not only the financial impact from 7 foreign auto manufacturers, brand impact, impact of technology, quality impact will be reflected in the negative impact of domestic car sales this point, China's auto consumption market increasingly need a way to adapt to this consumer psychology needs new form of automobile consumption, car rental is undoubtedly the best choice. In other words, the car rental industry in 2023 even longer period of time in the future, will become a "bottleneck" in the most effective way to

break through China's auto production and market demand, for the following reasons: Car rental automobile manufacturers provide society with products, value in use, one of the most convenient channel; finance leases role is to alleviate the problem of insufficient demand and purchasing power, the potential consumer into real consumption; kind of lease role is to provide new options for the domestic automotive consumers, stimulate and expand the automobile consumption; car rental help to help automobile manufacturers to establish customer loyalty on the company's automotive manufacturers continue to receive car rental consumers the most timely and direct market information, to improve the competitiveness of their foreign countries, the majority of automotive aftermarket chain operation, bringing profit higher than the profit of vehicle sales. Both experienced overseas and the development of the domestic chain management is the inevitable development of the road car service operators.

State-of-the-art car service concept "seven support third repair" is the generally accepted concept of car service in the United States, because of the United States, a country on wheels, it is the prevalence of maintenance than maintenance more important automobile consumer attitudes, which determines the dominance of the automobile aftermarket warranty business, car sales in the United States is the franchise, and after-sales service can be relatively independent. Due to the rapid 8 increase of the scientific and technological content of the car, required maintenance equipment rose water boats, small professional repair shop (2 - 4) due to less income and maintenance technology is not mature enough and are gradually incorporated into the large repair shop (over 25) or integrated with each other, the most important car warranty enterprises are concentrated in automobile production factory authorized warranty station, separate factory warranty, after-sales service departments of authorized dealers, professional repair shop, brand stores warranty Ministry. The current separation of many manufacturers in the United States after-sales service and vehicle sales car service become more and more specialized.

Car service brand building more and more important for the car service enterprises, brand-effectiveness of the after-sales service will be unprecedented attention and enhance attention to after-sales service

brand to brand driven service network construction has become the wave of car service market set off franchising, chain business brand will be the future of automotive after-sales service to create service must be done specialization, standardization, standardization, high technical content services in order to adapt to market development, and make their own characteristics and perfect after-sales service network is the inevitable trend of the development of automotive service market.

汽车售后服务

汽车售后服务本是汽车营销的一种手段，产生于汽车工业初期。由于汽车有消耗品的特点，顾客对其维护修理十分重视。汽车的售后服务是汽车流通领域的一个重要环节，它涵盖了汽车销售以后有关汽车的质量保障、索赔、维修保养服务、汽车零部件供应、维修技术培训、技术咨询及指导、市场信息反馈等一系列内容。生产商可以通过售后服务和客户建立更加紧密、融洽的关系，从而树立企业的形象，提高产品的荣誉，扩大产品的影响，培养客户的忠诚度。售后服务就像一把“双刃剑”，良好的售后服务可以对产品销售、市场推广、品牌影响及荣誉起到有力支持和促进的作用；售后服务业不好也可以使产品滞销、品牌荣誉下降，甚至可以使品牌的威信扫地。因此，只有让汽车产品售后服务提高，用汽车4S店的贴心服务来感动客户，提高客户的满意度，才能赢得市场。这表明汽车售后服务在汽车营销的全过程中，有一个特殊的“使命”，为促使汽车产品和服务送入市场发挥着积极的作用。因此，汽车售后服务具有着深远的意义和繁荣的市场前景。

4S店是一种汽车服务，其中包括整车销售、零配件、服务、信息反馈，4S 是指四个功能集于一体的汽车服务企业，S实际上是四个前缀的缩写英语单词。尽管我国汽车行业从历史上就落后于发达国家，但服务模式的演变可以说基本上是同样的方式，也是国外车店的管理服务水平，软件建设，但可谓是一流的，细致入微的，绝对不会出现只让看外观，不让进入车厢看东西，甚至一些汽车用品店都有自己的试车场，客户可以自由地选择和测试。汽车的维修服务是汽车售后服务中获益的主要部分，所以维修店的重要性是显而易见的。在国外的各个厂家之间他们已经建立了生产和营销的密切关系，有着购物环境优美，品牌意识明确等优势，而且国内也有很多厂家跟风。在美国品牌连锁店是美国最主要的汽车售后服务模式，该模式在美国兴起的时间并不长,但是在最近20多年的时间里迅猛发展。连锁的发起者不是整车生产厂，而是定位于汽车售后服务市场的集汽车配件供应、维修、快速养护为一体的综合性服务商。目前，美国超过500家以上连锁店的零配件公司有近20家。这种模式整合了各品牌汽车零配件的资源，打破了纵向垄断，在价格服务透明化的基础上，提供汽车保养、维修、美容和零配件供应一条龙服务，车主可以一站式解决问题。在同一品牌的连锁系统内，各分店采用相同的店面设计、服务标识、人员培训等，并且在管理上采用统一的服务标准，相同的服务价格，统一的管理规则，统一的技术支持，统一的物流配送系统等，不仅能有效降低运营成本，而且能提高整体的品牌形象。品牌连锁店的发起者不是整车厂，而是汽车售后服务综合业务的服务商，品牌连锁的主要业务包括汽配供应、汽车维修、快速养护等，并且每一个品牌连锁店的分支机构不仅数目繁多而且分布广泛，统计全美有20多家的零配件公司拥有连锁店500家以上，

70%以上的汽配市场上的零配件是由品牌连锁店提供的，品牌连锁店可以同时销售多个品牌的汽车零配件资源，并且价格透明，既整合了各个品牌汽车资源，发挥了规模经济效应，又方便了顾客，因而受到前所未有的青睐。

4S店一般采取一个品牌在一个地区，按照统一的店内外设计建造的，投资巨大。4S店的投资是一个非常大的市场分析，在北京，4S店硬件投资通常是1500晚美元左右，在销售5万到1000万之间的流动性。一些经销经济型轿车的4S

店投资相对较少，但也要约800万元。如此巨大的投资并没有阻止人们的热情，无论你是哪个汽车制造商在全国的4S经销商，通常都是环境的集合。天津威志编写丰田经销商约40万左右，但有超过400多名经销商提交的申请天津丰田。这主要是因为他是比较赚钱的汽车销售，如果你选择了一个很好的汽车制造商，可能在两年内就会回收投资。权威人士认为，目前几乎每一个汽车制造商主要关注的都是制造商的品牌和产品的竞争力。也就是说，汽车制造商不仅要选择一个他们目前生产的产品，企业品牌知名度和企业的发展潜力以及退出新车型的速度这些都是令人不可忽视的要素。上海通用汽车公司的经销商和汽车销售们说，他们选择了代理上海通用汽车，是因为通用是中国的投资、技术的研究和开发工作方面的最大经销商。很多经销商都说，“只要您选择的产品正确，那就等着收钱就行了。”一个代理有七八起策汽车品牌收起执行官表示，能不能赚钱，关键是要看你代理的汽车是什么牌子的，汽车是否是受欢迎的车型。以最畅销的本田汽车为例，如果不加价，卖一辆本田在北京获得15000美元，但现实是，本田汽车供不应求，增加销售是很常见的，而部分因为加价没有发票，也不纳税，也就使经销商赚取更多的利润了。在北京，本田的4S店利润，去年的净利润至少达到了400万元。当然，并不是所有的经销商可以得到紧张车型，他们是用什么方法来赚钱呢代理捷达车经销商说：“现在销售的车辆不赚钱，如果单卖汽车经销商早就死了。大部分文章已经被添加在销售车辆上了。该人士说的“文章”是指制造商的回扣，保险费用，室内装修和维修等。4S店的位置决定权利由汽车制造商决定，因为厂家的规划和布局，现在一些4S店的位置不太好，目前大部分汽车用户还都是第一次购买汽车，他们往往是出租车或者是公共汽车，他们通常会选择交通便利的地方，商业4S店为了自己的生存，往往采用非常灵活的经营机制。一般的做法是在亚运村汽车交易市场，再在北京或北方申请一个摊位，或者寻找在这些领域的合作伙伴，市公司业务扩展。当然，也有许多4S店经销商在汽车市场内租一间办公室打电话咨询的服务或服务营销更多的汽车，与4S店相比，汽车市场流行的多。在这个阶段，一般的消费者也可以购买经济型轿车，汽车品牌并不是他们购买的主要因素，他们对价格是最敏感的，同档次产品的价格变动是他们最感兴趣的，如果汽车价格略低，销量必将上升。汽车营销服务分为三个部分：售前服务，售中服务和售后服务。随着汽车技术的进步和科学的飞速

发展，汽车产品已走入家庭，并作为一种代步工具，逐渐进入民化。国内售后服务越来越受到人们的关注，汽车售后服务的出现是市场竞争所致，也是汽车营销中的一种手段。我国汽车工业迅速发展，汽车保有量也大幅增加，达到了8500多万辆，而轿车在汽车工业中占有重要的地位。我国庞大的汽车保有量和快速的汽车销售增长，为汽车服务业的发展提供了巨大的成长空间。传统的汽车销售服务业，也正受到国际流行的“四位一体”销售服务店（也称“4S店”）的冲击。汽车厂家和经销商深深地意识到，只有通过严谨、完善、周到、优质的售后服务，培养出较高的顾客满意度，形成良好稳定的客户关系，才能在日趋白热化的市场拼杀中博得一席之地。汽车市场日益激烈的竞争，使得汽车生产商将利润增长的重心放在售后服务上，售后服务质量的优劣已成为汽车制造商在激励市场竞争中脱颖而出的关键环节。然而作为链接汽车生产与消费市场的桥梁—汽车4S店，其售后服务环节还存在着人才匮乏、服务理念差、技工技术水平低等问题，已严重制约4S店甚至整个汽车产业的发展。因此，建立有效的汽车4S店售后服务评价体系将有助于促进汽车4S店甚至整个汽车产业的蓬勃发展。有些4S店存在着不能为客户提供个性化服务，满足顾客需求、不够重视关怀客户、面对投诉，不能给予顾客满意答案、维修人员维修技能低以及4S店缺乏诚信等问题。针对这些问题，本文提出建立行业标准，完善法律法规、加强对维修人员技能培训，设计有效的绩效考核制度、规范服务价格标准，延伸售后服务产业链、及时处理车主投诉、加强4S店与车主之间的感情互动等措施。汽车售后的服务区，起策划服务连锁管理以及企业管理链就成为了汽车后市场服务领域的发展趋势，是一个很大的市场，在未来肯定会成为许多竞争的重要地位。尤其是思想对外服务，因为其强大的资金支持和先进的管理理念，将对国内服务市场产生相当大的影响。例如，汽车租赁行业会最终走向连锁经营的方式。在国外知名的租赁公司有成千上万的连锁店，竞争力和知名度都很高，国内的企业正在发展和壮大，沙粒可聚集在一起形成一个宝塔，过程必不可少的。借用国外经验，汽车租赁业务必将逐步形成企业化。租车行业是一个奇怪的现象，在国内，到了节日的时候租车人租一辆车，通常不会是少数。在欧美国家的租赁业这种情况却恰恰相反，国外经验已经表明，对于汽车生产厂家来讲，汽车租赁的实质是一种将汽车所有权和使用权分离的贸易形式，是汽车销售手段的有效延伸，而对于国内汽车生产厂家来讲，认识到这一点尤其重要。我国加入WTO后，汽车工业受到前所未有的冲击和影响。这种冲击和影响不仅表现在来自国外汽车生产商的资金冲击、品牌冲击、技术冲击、质量冲击，还将表现在给国内汽车销售市场带来的负面影响。此时，中国汽车消费市场愈发需要一种能够适应这种消费心理需要的新型汽车消费形式，而汽车租赁无疑是最好的选择。换言之，汽车租赁业将在今后二三年乃至更长一段时间内，会成为突破我国汽车产销与市场需求“瓶颈”的最有效途径，其理由如下：

汽车租赁是汽车生产厂家向社会提供产品，实现使用价值的最便捷的渠道之一；融资性租赁的作用在于缓解需求与购买力不足的矛盾，将潜在消费转化为现实消费；实物性租赁的作用在于为国内汽车消费者提供新的选择；可有效地刺激和扩大汽车消费；汽车租赁有助于帮助汽车生产厂家建立起顾客对本公司汽车品牌的忠诚度。汽车生产厂家可以通过汽车租赁不断获得消费者最及时、最直接的市场信息，提高产品的竞争力。在国外，大多数的汽车售后市场运行链中，带来了的利润高于车辆销售的利润。无论是富有经验的海外还是正在发展的国内，连锁经营是汽车售后服务运营商未来发展的必然道路。

汽车售后服务观念先进“七分养，三分修”是美国普遍认同的汽车售后服务观念，因为美国这个长在汽车轮子上的国家，人们普遍存在保养比维修更重要的汽车消费观念，这就决定了汽车售后服务市场保修业务的主导地位，美国的汽车销售是特许经营的，而售后服务则可以有相对的独立性。由于汽车科技含量的迅猛提升，所需的维修设备也水涨船高，小型的专业维修店（2-4人）因收益较少并且保养技术不够成熟正在逐步并入大型的维修店（规模超过25人）或者相互整合，最主要的汽车保修企业集中在汽车生产厂家的特约保修站、独立的保修厂、特约经销商的售后服务部门、专业维修店、品牌连锁店的保修部等。目前美国很多厂商的售后服务和整车销售业务的分离使得汽车售后服务越来越趋于专业化。

汽车售后服务品牌的建设对汽车服务企业来说越来越重要，售后服务的品牌效益将得到前所未有的重视和提升，重视售后服务品牌、以品牌带动服务网络的建设已刻不容缓。随着汽车服务市场掀起的加盟连锁的浪潮，连锁经营品牌将是未来汽车售后服务最佳的打造对象。汽车售后服务必须做到专业化、标准化、规范化，只有技术含量高的服务才能适应市场发展，而作出自己的特色和建立完善的售后服务网络是汽车服务市场发展的必然趋势。