汽車營銷汽車售后服務(wù)中英文對照外文翻譯文獻

PAGEPAGE1汽車營銷汽車售后服務(wù)中英文對照外文翻譯文獻Automotiveafter-salesserviceAutomotiveafter-salesserviceisameansofcarmarketingwhichproducedearlyintheautomotiveindustry.Ascarconsumablescharacteristics,thecustomerattachesgreatimportancetoitsmaintenanceandrepair.Automotiveafter-salesserviceisanimportantpartoftheautomobilecirculation,whichcoversthequalityassuranceofthecarafterthecarsales,claims,repairandmaintenanceservices,autopartssupply,maintenanceandtechnicaltraining,technicaladviceandguidance,marketinformationfeedbackseries.Manufacturertoestablishcloserrapportwiththecustomerafter-salesservice,soastoestablishacorporateimage,enhancethereputationoftheproduct,toexpandtheimpactoftheproduct,cultivatecustomerloyalty.After-salesserviceasa"double-edgedsword,goodafter-salesservicesupportandpromoteproductsales,marketing,brandandreputationplayastrongrole;poorafter-salesservicecanalsomaketheproductunmarketable,brandreputationdownandcanevenmakebranddiscredited.Therefore,onlyafter-salesservicetoimprovetheautomotiveproducts,auto4Sshopattentiveservicetomovingcustomers,improvecustomersatisfaction,inordertowinthemarket.Thisindicatesthatthecarserviceinthewholeprocessofautomotivemarketing,thereisaspecial"mission"fortoprocureautomotiveproductsandservicesintothemarkettoplayanactiverole.Therefore,theautomotiveaftermarkethasfar-reachingsignificanceandprospectsfortheprosperityofthemarket.4Sshopisacarservice,includingvehiclesales,parts,service,informationfeedback,4Sfourfeaturesetinoneofthecarservicecompanies,SisactuallyfourprefixabbreviationoftheEnglishwords.AlthoughChina'sautoindustryfromthehistorybehindthedevelopedcountries,buttheevolutionoftheservicemodelcanbesaidisbasicallythesameway,butalsotheabbreviationoftheforeignautoindustry1002yearsofhistory.Theconstructionofthe4Sshop,foreignautosupplystoreandsomedonottheChinaConstructionLuxuryandhardwarefacilitiesgradeisnothigh,thesizeoftheinvestmentdoesnotnecessarilylargerthandomesticcarshop,butthelevelofforeigncarshopmanagementservices,softwareconstruction,butcanbedescribedasfirst-class,morenuanced,andwilldefinitelynothappenonlytolookattheappearance,isnotallowedtoenterthecompartmenttoseethings,evensomeautoshophasitsownprovingground,customerscanfreelychooseandtest.Repairservicesofmotorvehiclesisamajorpartofthebenefitintheautomotiveaftermarketrepairshopisobviouslyimportant.Betweenforeignmanufacturers,theyhaveestablishedacloserelationshipofproductionandmarketing,hasabeautifulshoppingenvironment,brandawarenessandclearadvantages,butalsoalotofmanufacturerstofollowsuit.BrandstoresintheUnitedStatesistheUnitedStatesthemostimportantautomotiveaftermarketmode,whichriseintheUnitedStatesisnotlong,butrapiddevelopmentinthelast20years.Chaininitiatorisnotavehiclemanufacturingplant,butsetpositionintheautomotiveaftermarketautopartssupply,maintenance,fastcuringofanintegratedserviceprovider.Atpresent,thecompanyhasnearly20U.S.morethanmorethan500chainstoresofspareparts.ThismodelintegratestheresourcesofthevariousbrandsofAutoPartsandAccessories,breakingtheverticalmonopoly,onthebasisofpricetransparency,vehiclemaintenance,repair,beautyandsparepartssupplyone-stopservice,theownercanbeaone-stopsolutiontotheproblem.Inthesamebrandofchainsystem,eachbranchusesthesamestoredesign,servicemarks,personneltraining,andservicestandardsinthemanagement,thesamepriceofservices,unifiedmanagementrules,unifiedtechnicalsupport,unifiedlogisticsanddistributionsystem,notonlycaneffectivelyreduceoperatingcosts,butalsoimprovetheoverallbrandimage.BrandchaininitiatorisnottheOEM,3butthecarservicebusinessserviceproviders,themainbusinessofthebrandchainincludingsupplyofautoparts,carrepair,fastcuring,andeverybrandchainbranchesnotonlynumerousbutalsowidelydistributed,accordingtostatisticstheUnitedStatesmorethan20sparepartscompanyhasmorethan500stores,morethan70%oftheautopartsmarketsparepartsbybrandstores,brandstorescansellmorethanonebrandofcarpartsresourcesandpricetransparency,andthattheintegrationofvariousbrandsofcarsresources,playedtheeconomiesofscale,andconvenienttothecustomer,whichhassufferedanunprecedentedfavor.4Sstoreswillgenerallytakeabrandinanareadesignedandbuiltinaccordancewithuniforminsideandoutsidetheshop,ahugeinvestment.4Sshopisaverylargeinvestmentmarketanalysis,inBeijing,4Sshophardwareinvestmentisusuallyabout$15millioninsalesbetween5millionto10millionofliquidity.Somesalesofeconomycars4Sshopisarelativelysmallinvestment,butitalsoneedsabout800million.Suchahugeinvestmentdidnotstoptheenthusiasmofthepeople,whetheryouarea4Sdealerwhichcarmanufacturersinthecountry,usuallyacollectionofenvironment.TianjinToyotadealerabout40orso,buttherearemorethanmorethan400dealerstosubmitapplicationsTianjinToyota.Thisismainlybecauseitismoreprofitablecarsales,ifyouchooseagoodcarmanufacturer,maybeitwillrecovertheinvestmentwithintwoyears.Authoritiesbelievethatalmosteverymajorcarmanufacturersareconcernedwiththemanufacturer'sbrandandproductcompetitiveness.Inotherwords,thecarmanufacturersnotonlytochooseaproducts,brandawarenessandpotentialforthedevelopmentofenterprises,aswellasthespeedofintroductionofnewmodelsthesearetheveryelementscannotbeignored.ShanghaiGeneralMotorsdealersandcarsalessay,theychosetheagentofShanghaiGeneralMotors,becauseUniversalisthelargestdistributorofChineseinvestment,technology4researchanddevelopmentwork.Manydealerssay,"aslongastheproductofyourchoiceiscorrect,thenwaitingforthemoneyontheline."AproxysevenoreightcarbrandCEOsaid,cannotmakemoney,thekeyisdependsonyouragentwhatbrandofcar,whetherthecarispopularmodels.Best-sellingHonda,forexample,ifyoudonotincrease,sellingaHondacarinBeijingfor$15,000,buttherealityisthatHondacarsinshortsupply,increasesalesisverycommon,andsomebecausenoinvoicefare,donotpaytaxes,dealersearnmoreprofits.InBeijing,Honda4Sshopprofitslastyear'snetprofitofatleast$400million.Ofcourse,notallthedealerscangettensecartype,theyareinwhatwaystomakemoney.Agentjettacardealersaid:"Nowthesaleofthevehicledoesnotmakemoney,Sellacardealerwouldhavedied.Mostofthearticleshavebeenaddedinthesaleofthevehicle.Say"article"referstomanufacturerrebates,insurancecosts,interiordecorationandmaintenance4Sshoplocationdeterminestherightdecisionbycarmanufacturers,becausetheplanningandlayoutofthefactory,the4Sshoplocationisnotverygood,mostofthecarusersarealsotimestobuyacar,theytendtobeataxiorbus,theytendtochooseconvenientplace,4Sshopbusinessfortheirownsurvival,oftenusingveryflexibleoperationalmechanism.ThegeneralpracticeistoapplyforaboothintheAsianGamesVillageAutomobileExchangeMarketcarmarketinBeijingornorthernorfindpartnersintheseareas,sothatthecompany'sbusinessexpansion.Ofcourse,therearemanyof4Sshopdealersrentanofficephoneconsultationserviceorservicestosellmorecarsintheautomotivemarket,comparedtothe4Sshop,carandmorepopularinthemarket.Atthisstage,theaverageconsumercanalsobuyeconomycars,carbrandandnotthemainfactorstheybuy,theyaremostsensitivetopricechangesinthepriceofthesamegradetheyaremostinterested,ifcarpricesslightlylow,saleswillrise.Automotivemarketingservicesaredividedintothree5parts:pre-service,salesserviceandafter-salesservice.Withtheadvancesinautomotivetechnologyandtherapiddevelopmentofscienceandtechnology,automotiveproductsintothehome,andasameansoftransport,graduallyenteringChina.Domesticafter-salesservicemoreandmorepeople'sattention,theemergenceofthecarserviceisduetomarketcompetition,andalsoameansofautomotivemarketing.TherapiddevelopmentofChina'sautomobileindustry,carownershiphasincreasedsignificantly,reachingmorethan8500millioncarsintheautomobileindustryoccupiesanimportantposition.China'shugecarownershipandfastcarsalesgrowth,thedevelopmentoftheautomotiveserviceindustryprovidesahugeroomforgrowth.Traditionalcarsalesservices,isalsosubjecttointernationalpopular"fourinone"salesandserviceshop(alsoknownas"4Sshop")impact.Carmanufacturersanddealersdeeplyrealizethatonlythroughrigorous,perfect,thoughtful,qualityofservice,cultivateahighlevelofcustomersatisfaction,agoodandstablecustomerrelationship,tograpplingwinintheincreasinglyintensemarketplace.Increasingcompetitionintheautomotivemarket,carmanufacturersfocusonprofitgrowthintheafter-salesservice,theprosandconsofthequalityofafter-salesservicehasbecomeakeydifferentiatorforautomotivemanufacturersintheincentivemarketcompetitionaspects.Asabridgeconnectedtothecarproductionandconsumptionmarkets-auto4Sshops,however,theservicesectorsalsothereisalackofpersonnel,poorserviceconcept,craftsmenlowtechnicallevel,hasseriouslyrestrictedthe4Sshoporeventheentireautomobileindustry.Therefore,theestablishmentofaneffectivecar4Sshopafter-salesserviceevaluationsystemwillhelptopromoteautomobile4Sshopsoreventheentireautomotiveindustrytoflourish.4Sshopcannotprovidecustomerswithpersonalizedservicetomeetcustomerneeds,andnotenoughemphasisoncustomercare,inthefaceofcomplaints,6answercannotbegivencustomersatisfaction,andservicepersonnelwithlowskillsandlackofintegrityinthe4Sshop.Tosolvetheseproblems,thispaperproposestheestablishmentofindustrystandards,improvelawsandregulationstostrengthenskillstrainingformaintenancepersonnel,todesignaneffectiveperformanceappraisalsystem,andregulatethestandardsofserviceprice,after-salesserviceindustrychainextension,thetimelyprocessingofcomplaintsfromowners,strengthen4Sshopownersbetweenemotionalinteractionmeasures.Automotiveaftermarketservicearea,theautomotiveservicechainmanagementandenterprisemanagementchainhasbecomeadevelopmenttrendofautomotiveafter-marketservices,isabigmarket,competingpartiesaresuretobecomeanimportantpositioninthefuture.Fourexternalservices,especiallybecauseofitsstrongfinancialsupportandadvancedmanagementconceptswillgenerateaconsiderableimpactonthedomesticservicemarket.Forexample,thecarrentalindustrywilleventuallygotothechainoperation.Chains,competitivenessandvisibilityinwell-knowninternationalleasingcompanieshavethousandsofhighdevelopmentandgrowthofdomesticenterprises,sandtogethertoformapagoda,theprocessisessential.Borrowabroadexperience,thecarrentalbusinesswillbegraduallyformedenterprise.Thecarrentalindustryisastrangephenomenoninthecountry,toholidaycarrentalrentacar,usuallydonotareintheminority.InthiscaseoftheleasingindustryinEuropeandtheUnitedStatesarepreciselytheoppositeforeignexperiencehasshownthat,forautomobilemanufacturersintermsoftheessenceofthecarrentalcarownershipanduseaseparateformoftrade,carsalesmeanseffectiveextensionForintermsofthedomesticautomobilemanufacturers,recognizingthatthisisespeciallyimportant.AfterChina'saccessiontotheWTO,theautomotiveindustryhassufferedanunprecedentedimpactandinfluence.Thisimpactandinfluencenotonlythefinancialimpactfrom7foreignautomanufacturers,brandimpact,impactoftechnology,qualityimpactwillbereflectedinthenegativeimpactofdomesticcarsalesmarket.Atthispoint,China'sautoconsumptionmarketincreasinglyneedawaytoadapttothisconsumerpsychologyneedsnewformofautomobileconsumption,carrentalisundoubtedlythebestchoice.Inotherwords,thecarrentalindustryin2023evenlongerperiodoftimeinthefuture,willbecomea"bottleneck"inthemosteffectivewaytobreakthroughChina'sautoproductionandmarketdemand,forthefollowingreasons:Carrentalautomobilemanufacturersprovidesocietywithproducts,valueinuse,oneofthemostconvenientchannel;financeleasesroleistoalleviatetheproblemofinsufficientdemandandpurchasingpower,thepotentialconsumerintorealconsumption;kindofleaseroleistoprovidenewoptionsforthedomesticautomotiveconsumers,stimulateandexpandtheautomobileconsumption;carrentalhelptohelpautomobilemanufacturerstoestablishcustomerloyaltyonthecompany'sautomotivebrands.Automobilemanufacturerscontinuetoreceivecarrentalconsumersthemosttimelyanddirectmarketinformation,toimprovethecompetitivenessoftheirproducts.Inforeigncountries,themajorityofautomotiveaftermarketchainoperation,bringingprofithigherthantheprofitofvehiclesales.Bothexperiencedoverseasandthedevelopmentofthedomesticchainmanagementistheinevitabledevelopmentoftheroadcarserviceoperators.State-of-the-artcarserviceconcept"sevensupportthirdrepair"isthegenerallyacceptedconceptofcarserviceintheUnitedStates,becauseoftheUnitedStates,acountryonwheels,itistheprevalenceofmaintenancethanmaintenancemoreimportantautomobileconsumerattitudes,whichdeterminesthedominanceoftheautomobileaftermarketwarrantybusiness,carsalesintheUnitedStatesisthefranchise,andafter-salesservicecanberelativelyindependent.Duetotherapid8increaseofthescientificandtechnologicalcontentofthecar,requiredmaintenanceequipmentrosewaterboats,smallprofessionalrepairshop(2-4)duetolessincomeandmaintenancetechnologyisnotmatureenoughandaregraduallyincorporatedintothelargerepairshop(over25)orintegratedwitheachother,themostimportantcarwarrantyenterprisesareconcentratedinautomobileproductionfactoryauthorizedwarrantystation,separatefactorywarranty,after-salesservicedepartmentsofauthorizeddealers,professionalrepairshop,brandstoreswarrantyMinistry.ThecurrentseparationofmanymanufacturersintheUnitedStatesafter-salesserviceandvehiclesalescarservicebecomemoreandmorespecialized.Carservicebrandbuildingmoreandmoreimportantforthecarserviceenterprises,brand-effectivenessoftheafter-salesservicewillbeunprecedentedattentionandenhanceattentiontoafter-salesservicebrandtobranddrivenservicenetworkconstructionhasbecomeessential.Withthewaveofcarservicemarketsetofffranchising,chainbusinessbrandwillbethefutureofautomotiveafter-salesservicetocreateobjects.Carservicemustbedonespecialization,standardization,standardization,hightechnicalcontentservicesinordertoadapttomarketdevelopment,andmaketheirowncharacteristicsandperfectafter-salesservicenetworkistheinevitabletrendofthedevelopmentofautomotiveservicemarket.汽車售后服務(wù)汽車售后服務(wù)本是汽車營銷的一種手段，產(chǎn)生于汽車工業(yè)初期。由于汽車有消耗品的特點，顧客對其維護修理十分重視。汽車的售后服務(wù)是汽車流通領(lǐng)域的一個重要環(huán)節(jié)，它涵蓋了汽車銷售以后有關(guān)汽車的質(zhì)量保障、索賠、維修保養(yǎng)服務(wù)、汽車零部件供應(yīng)、維修技術(shù)培訓(xùn)、技術(shù)咨詢及指導(dǎo)、市場信息反饋等一系列內(nèi)容。生產(chǎn)商可以通過售后服務(wù)和客戶建立更加緊密、融洽的關(guān)系，從而樹立企業(yè)的形象，提高產(chǎn)品的榮譽，擴大產(chǎn)品的影響，培養(yǎng)客戶的忠誠度。售后服務(wù)就像一把“雙刃劍”，良好的售后服務(wù)可以對產(chǎn)品銷售、市場推廣、品牌影響及榮譽起到有力支持和促進的作用；售后服務(wù)業(yè)不好也可以使產(chǎn)品滯銷、品牌榮譽下降，甚至可以使品牌的威信掃地。因此，只有讓汽車產(chǎn)品售后服務(wù)提高，用汽車4S店的貼心服務(wù)來感動客戶，提高客戶的滿意度，才能贏得市場。這表明汽車售后服務(wù)在汽車營銷的全過程中，有一個特殊的“使命”，為促使汽車產(chǎn)品和服務(wù)送入市場發(fā)揮著積極的作用。因此，汽車售后服務(wù)具有著深遠的意義和繁榮的市場前景。4S店是一種汽車服務(wù)，其中包括整車銷售、零配件、服務(wù)、信息反饋，4S是指四個功能集于一體的汽車服務(wù)企業(yè)，S實際上是四個前綴的縮寫英語單詞。盡管我國汽車行業(yè)從歷史上就落后于發(fā)達國家，但服務(wù)模式的演變可以說基本上是同樣的方式，也是國外車店的管理服務(wù)水平，軟件建設(shè)，但可謂是一流的，細致入微的，絕對不會出現(xiàn)只讓看外觀，不讓進入車廂看東西，甚至一些汽車用品店都有自己的試車場，客戶可以自由地選擇和測試。汽車的維修服務(wù)是汽車售后服務(wù)中獲益的主要部分，所以維修店的重要性是顯而易見的。在國外的各個廠家之間他們已經(jīng)建立了生產(chǎn)和營銷的密切關(guān)系，有著購物環(huán)境優(yōu)美，品牌意識明確等優(yōu)勢，而且國內(nèi)也有很多廠家跟風(fēng)。在美國品牌連鎖店是美國最主要的汽車售后服務(wù)模式，該模式在美國興起的時間并不長,但是在最近20多年的時間里迅猛發(fā)展。連鎖的發(fā)起者不是整車生產(chǎn)廠，而是定位于汽車售后服務(wù)市場的集汽車配件供應(yīng)、維修、快速養(yǎng)護為一體的綜合性服務(wù)商。目前，美國超過500家以上連鎖店的零配件公司有近20家。這種模式整合了各品牌汽車零配件的資源，打破了縱向壟斷，在價格服務(wù)透明化的基礎(chǔ)上，提供汽車保養(yǎng)、維修、美容和零配件供應(yīng)一條龍服務(wù)，車主可以一站式解決問題。在同一品牌的連鎖系統(tǒng)內(nèi)，各分店采用相同的店面設(shè)計、服務(wù)標識、人員培訓(xùn)等，并且在管理上采用統(tǒng)一的服務(wù)標準，相同的服務(wù)價格，統(tǒng)一的管理規(guī)則，統(tǒng)一的技術(shù)支持，統(tǒng)一的物流配送系統(tǒng)等，不僅能有效降低運營成本，而且能提高整體的品牌形象。品牌連鎖店的發(fā)起者不是整車廠，而是汽車售后服務(wù)綜合業(yè)務(wù)的服務(wù)商，品牌連鎖的主要業(yè)務(wù)包括汽配供應(yīng)、汽車維修、快速養(yǎng)護等，并且每一個品牌連鎖店的分支機構(gòu)不僅數(shù)目繁多而且分布廣泛，統(tǒng)計全美有20多家的零配件公司擁有連鎖店500家以上，70%以上的汽配市場上的零配件是由品牌連鎖店提供的，品牌連鎖店可以同時銷售多個品牌的汽車零配件資源，并且價格透明，既整合了各個品牌汽車資源，發(fā)揮了規(guī)模經(jīng)濟效應(yīng)，又方便了顧客，因而受到前所未有的青睞。4S店一般采取一個品牌在一個地區(qū)，按照統(tǒng)一的店內(nèi)外設(shè)計建造的，投資巨大。4S店的投資是一個非常大的市場分析，在北京，4S店硬件投資通常是1500晚美元左右，在銷售5萬到1000萬之間的流動性。一些經(jīng)銷經(jīng)濟型轎車的4S店投資相對較少，但也要約800萬元。如此巨大的投資并沒有阻止人們的熱情，無論你是哪個汽車制造商在全國的4S經(jīng)銷商，通常都是環(huán)境的集合。天津威志編寫豐田經(jīng)銷商約40萬左右，但有超過400多名經(jīng)銷商提交的申請?zhí)旖蜇S田。這主要是因為他是比較賺錢的汽車銷售，如果你選擇了一個很好的汽車制造商，可能在兩年內(nèi)就會回收投資。權(quán)威人士認為，目前幾乎每一個汽車制造商主要關(guān)注的都是制造商的品牌和產(chǎn)品的競爭力。也就是說，汽車制造商不僅要選擇一個他們目前生產(chǎn)的產(chǎn)品，企業(yè)品牌知名度和企業(yè)的發(fā)展?jié)摿σ约巴顺鲂萝囆偷乃俣冗@些都是令人不可忽視的要素。上海通用汽車公司的經(jīng)銷商和汽車銷售們說，他們選擇了代理上海通用汽車，是因為通用是中國的投資、技術(shù)的研究和開發(fā)工作方面的最大經(jīng)銷商。很多經(jīng)銷商都說，“只要您選擇的產(chǎn)品正確，那就等著收錢就行了?！币粋€代理有七八起策汽車品牌收起執(zhí)行官表示，能不能賺錢，關(guān)鍵是要看你代理的汽車是什么牌子的，汽車是否是受歡迎的車型。以最暢銷的本田汽車為例，如果不加價，賣一輛本田在北京獲得15000美元，但現(xiàn)實是，本田汽車供不應(yīng)求，增加銷售是很常見的，而部分因為加價沒有發(fā)票，也不納稅，也就使經(jīng)銷商賺取更多的利潤了。在北京，本田的4S店利潤，去年的凈利潤至少達到了400萬元。當然，并不是所有的經(jīng)銷商可以得到緊張車型，他們是用什么方法來賺錢呢？代理捷達車經(jīng)銷商說：“現(xiàn)在銷售的車輛不賺錢，如果單賣汽車經(jīng)銷商早就死了。大部分文章已經(jīng)被添加在銷售車輛上了。該人士說的“文章”是指制造商的回扣，保險費用，室內(nèi)裝修和維修等。4S店的位置決定權(quán)利由汽車制造商決定，因為廠家的規(guī)劃和布局，現(xiàn)在一些4S店的位置不太好，目前大部分汽車用戶還都是第一次購買汽車，他們往往是出租車或者是公共汽車，他們通常會選擇交通便利的地方，商業(yè)4S店為了自己的生存，往往采用非常靈活的經(jīng)營機制。一般的做法是在亞運村汽車交易市場，再在北京或北方申請一個攤位，或者尋找在這些領(lǐng)域的合作伙伴，市公司業(yè)務(wù)擴展。當然，也有許多4S店經(jīng)銷商在汽車市場內(nèi)租一間辦公室打電話咨詢的服務(wù)或服務(wù)營銷更多的汽車，與4S店相比，汽車市場流行的多。在這個階段，一般的消費者也可以購買經(jīng)濟型轎車，汽車品牌并不是他們購買的主要因素，他們對價格是最敏感的，同檔次產(chǎn)品的價格變動是他們最感興趣的，如果汽車價格略低，銷量必將上升。汽車營銷服務(wù)分為三個部分：售前服務(wù)，售中服務(wù)和售后服務(wù)。隨著