| The automobile market is rising at about 20% yearly which make the automobile market competition that brought the motor-industry from the"Product Oriented"time to"Customer Oriented"time get impetuosity after China joining the WTO at 11th.Dec, 2001. The signification that occupying the after sales market is very important to manufacturer. A transparent, high efficient and functional after service taste brand represent the manufacturer's serve logos which will play a key role to people when they buy cars. Absolutely, customer taste has become one of the important characteristics presently. The taste economy will become a irrefragable truth at the coming time. Therefore, the FAW-VW must adjust the market position and establish itself after service system with the taste sales theory to create the best after sales market for all customers.The taste sales which oriented in 1970s is a memorable sensibility and reason sense during the consumption. It is the customer intrinsic response to certain impulse and the emotion requirement. The taste is the certainty emergent economy proffer that service economy processes to certain phase and it also adapts the consumer's level and structure. It is equipped with the general features: functionality (satisfying the consumer), value, exchange. Meanwhile, it is also equipped with particular characteristics: (1) causality, (2) mutual mobility, (3) individuation (4) continuity and (5) entirety. Bonn. Schmidt advanced the taste to five types: sense, emotion, thought, action and relevancy according the psychology, physiology and sociological theory. The taste is not generating without foundation but form through the interactive between the consumer and the proffer.In my opinion, the target of the taste is that to help consumer make a decision to purchase the product by the sensibility information during the process of the entirely sales. The taste is the origination of the entirely sales and also the termination. The preconditions to exploit are the research of the customer requirement and the type of the sales. The taste scene, namely, is the taste stage's construction. The elements include the product, stage and the actor need some subject to unfold which generate the taste sense. In all, the taste is the act. The final target of the taste is that to cause the sale's recycler.The center of the after sales is to sale. The quality of the after sales refer the product image and the brand value, even more, the consumer's reliance to the product. So, the manufacturer should advance the marketability by the after sales innovations which satisfy the consumer's increasingly requirement. And the taste sales is that the method to achieve the purpose.As an important manufacturer in China, FAW-VW is facing with the adjustment of the sales system. We must perfect our after sales system by introducing the CRM (customer relationship manage) to build the taste service system.The core process of the FAW-VW after sales has seven steps: the first: completion agreement; the second: completion preparation; the third: vehicle receipt and inspection contract preparation; the fourth: repairs and scope of work necessary; the fifth: quality control and preparation vehicle handover and preparation vehicle handover; the sixth: vehicle handover invoice; the seventh: corrective measures.As a part of the taste service system, the FAW-VW must establish its service brand to process the service and sale abilities whose idea is that to carry out the entirely love to the customer by the precise technology and the strict service system. Further more, FAW-VW unfolds its newly taste service through the Beijing Olympic. We unfold several activities to improve our CSS which had received very nice effect.Finally, the papers has these conclusions: the first, taste sales plays a key role in our company; the second, the taste sales is also very important to the after sales; the third, FAW-VW should establish its own service brand which has particular feature to improve the CSS. |
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