汽车营销汽车售后服务中英文对照外文翻译文献

汽车营销汽车售后服务中英文对照外文翻译文献汽车营销汽车售后服务中英文对照外文翻译文献(文档含英文原文和中文翻译)Automotive after-sales serviceAutomotive 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 repair.Automotive 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 series.Manufacturer 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 discredited.Therefore, 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 role.Therefore, 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 Chinas 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 important.Between 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 suit.Brand 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 provider.At present, the company has nearly 20 U.S. 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 image.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 investment.4S 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 liquidity.Some sales of economy cars 4S shop is a relatively small investment, but it also needs about 800 million.Such 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 Toyota.This 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 manufacturers brand and product competitiveness.In 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 profits.In Beijing, Honda 4S shop profits last years 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 companys business expansion.Of 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 market.At 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 rise.Automotive marketing services are divided into three 5 parts: pre-service, sales service and after-sales service.With 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 China.Domestic after-sales service more and more peoples attention, the emergence of the car service is due to market competition, and also a means of automotive marketing. The rapid development of Chinas automobile industry, car ownership has increased significantly, reaching more than 8500 million cars in the automobile industry occupies an important position. Chinas huge car ownership and fast car sales growth, the development of the automotive service industry provides a huge room for growth.Traditional car sales services, is also subject to international popular four in one sales and service shop (also known as 4S shop) impact.Car 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 place.Increasing 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 aspects.As 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 industry.Therefore, 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 flourish.4S 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 shop.To 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 future.Four external services, especially because of its strong financial support and advanced management concepts will generate a considerable impact on the domestic service market.For example, the car rental industry will eventually go to the chain operation.Chains, 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 essential.Borrow abroad experience, the car rental business will be gradually formed enterprise.The 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 Chinas accession to the WTO, the automotive industry has suffered an unprecedented impact and influence.This 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 market.At this point, Chinas 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 Chinas 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 companys automotive brands.Automobile manufacturers continue to receive car rental consumers the most timely and direct market information, to improve the competitiveness of their products.In 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 essential.With the wave of car service market set off franchising, chain business brand will be the future of automotive after-sales service to create objects.Car 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.16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，