国外汽车品牌在国内的售后服务机制分析-以沃尔沃为例_英语论文                                 

A Brief Analysis of After-sales Service of Foreign Automobile Manufacturers in China —Taking “Volvo” as an Example 

摘要

随着国民经济的发展，中国汽车工业由于贯彻了改革、开放、搞活的方针，发展较快。现如今，我国已经成为世界最大汽车生产国，越来越多的外国汽车品牌进驻中国，不仅仅是汽车的单方面引进，更包括其先进的生产技术以及维修技术。然而这在丰富我国汽车市场的同时，也加剧了汽车市场的竞争。因此，如今决定大多数消费者购买意愿的并不是那日渐趋于等同的汽车质量，更多在于汽车的售后服务，取决于消费者在购买的过程中甚至购买过后所能够享受到的别的汽车品牌所没有的优惠与便利。

这篇论文将先对售后服务以及我所选择的国外汽车品牌“沃尔沃”进行一个简单的介绍；然后着重介绍“沃尔沃”这个汽车品牌所向消费者提供的售后服务，并且分析一下该售后服务机制的优缺点；最后对“沃尔沃”售后服务的改进提出几点建议。

关键词： 售后服务机制  沃尔沃  优缺点  进一步改善      

Abstract

With the development of national economy, Chinese automobile industry has witnessed considerable progress in carrying out the policies of reformation, opening-up and invigoration. At present, China is the world champion in car production. More and more foreign brands push into the Chinese market, which includes not only finished automobiles but also their advanced production and maintenance technology. However, a rat race was caused by the increasingly rich automobile market. Therefore, after-sales service becomes increasingly important because of the difficulties in comparing different automobile brands through their qualities. Better after-sales service brings customers more convenience and privileges which are the incentives for them to place the order. 

This thesis begins with an introduction about after-sales service and the chosen foreign brand “Volvo”. Then, it focuses on the after-sales services provided by this automobile brand for its consumers; at the same time, it explores the advantages and disadvantages of Volvo’s after-sales service. Last but not least, suggestions for further improvements regarding Volvo’s after-sales service are put forward.

Key words: after-sales service   Volvo   advantages and disadvantages      further improvement 

Contents

Chapter 1 Introduction 3

Chapter 2 After-sales Service 4

2.1 Definition of After-sales Service 4

2.2 Functions of After-sales Service 4

2.3 Characteristics of After-sales Service 5

2.3.1 Intangibility 5

2.3.2 Variability 5

2.3.3 Perishability 5

2.3.4 Complexity 6

2.3.5 Inseparability 6

2.4 Importance of After-sales Service 7

2.4.1 Enhancing Competitiveness 7

2.4.2 Improving Customer Satisfaction 7

2.4.3 Protecting Consumer Rights and Interests 8

2.4.4 Improving Communications with Customers 8

Chapter 3 After-sales Service of Volvo 10

3.1 Introductions of Volvo 10

3.2 Advantages of Volvo’s After-sales Service 11

3.2.1The Systematization of Volvo’s After-sales Service 11

3.2.2 Insisting on Supplying Original Spare Parts 11

3.2.3 The Supply of Training 12

       3.2.4 The Road-side Service 12

3.3 Disadvantages of Volvo’s after-sales service 13

3.3.1 Low Popularization of Volvo’s Special Maintenance Shops  13

3.3.2 The Faultiness of Distribution Network  14

3.3.3 Imperfection of Problem-solving Mechanism 14

Chapter 4 Improvement suggestions 16

Chapter 5 Conclusion 18

Acknowledgment 20

References 21