Analysis Of Servie Profit Chain Elements Of 4S Shops Of Wanguo Auto Company

With China's entry into WTO, automobiles home made enter into the opened and violently-competitive international market. In order to shorten the gap between Wanguo Auto Company and its counterparts home and abroad and to meet the requirements of the market competition, the most important is to change its lagging management idea and improve its business administration. China's auto industry is not only lack of systematic study of service management theory but also the study and application of the service management theory in automobile dealers. Taking the latest service management theory in the West---elementary idea of service profit chain theory, this thesis provides a reference for operation and management of domestic automobile dealers on the basis of surveying and analysis of the service Profit chain of 4S shops of Wanguo Auto Company, adopting qualitative and quantitative analysis methods. This thesis is composed of 4 parts. The first part is the introduction of the basic theory of marketing survey and relationship marketing, service management theory and the detailed analysis of the service Profit chain. In the second part, the author introduces briefly the history of marketing system of China's automobiles and the present marketing mode, emphasizes on the status quo of domestic automobile 4S shops. In third part, the author surveys the customer's loyalty and satisfaction, distribution ability and the employee's loyalty and satisfaction, comparatively analyzes the status quo of the service profit chain of Wanguo Auto Company. In fourth part, based on the above-mentioned theories and empirical study, according to the service Profit chain, from the 6 aspects of customer's loyalty, customer's satisfaction, distribution ability, employee's satisfaction and employee's loyalty, the author gives suggestions and measures to improve the service profit chain elements of the 4S shops of Wanguo Auto Company.