发布时间 : 星期三 文章比亚迪F3顾客满意度研究更新完毕开始阅读44c9931b964bcf84b9d57b82
比亚迪F3顾客满意度研究
摘 要：进入21世纪，随着国民经济持续高速发展，汽车工业在我国国民经济中确立了
支柱产业地。与此同时，轿车需求进入高速发展的时期。然而民族品牌轿车相对于外国品牌轿车起步较晚，在外国品牌轿车和中外合资轿车已在中国市场中确立重要地位的时候，中国的民族品牌轿车表现却令人不甚满意。随着企业对顾客满意度的重视，不断提高顾客满意度、提升顾客忠诚度、培养独特的品牌已经成为了民族品牌轿车企业突围的重要出路。
本文对民族品牌轿车比亚迪F3的顾客满意度进行了研究。首先，本文对顾客满意度的一般理论以及该理论在国内外的研究状况进行了分析，在理论回顾的基础上，结合所研究的对象，建立了中国轿车顾客满意度测评模型。并根据模型建立了中国轿车评价指标体系，利用层次分析法确定了各个指标的权重。依据所建立的评价指标体系，对比亚迪F3进行了问卷调查，计算出了比亚迪F3的顾客满意度指数，并根据测评结果提出了改进策略。
关键词： 比亚迪，F3，顾客满意度, 层次分析法
I
BYD F3 Customer Satisfaction Study
Abstract：In the 21st century, with the rapid development of national economy, automobile
industry establishes the pillar industries-status in national economy. At the same time, the needs of car enter a period of rapid development .However, compared to foreign brands, national brand cars started late. When the foreign brands Cars and Sino-brand cars established an important position in the Chinese market, China's national brands cars were not satisfied with the performance. As the emphasis on customer satisfaction by the business improves, improving customer satisfaction continuously, improving customer loyalty, and developing a unique brand have become a national brand car companies’ important way to break through.
In this paper, the customer satisfaction of the national brand car-BYD F3 was studied. Firstly, the general theory of customer satisfaction as well as the status of theoretical studied at home and abroad were analyzed. Based on the review of theory, combined with the object of study, this paper established a model of Chinese car customer satisfaction measurement. Then according to the model, this paper established evaluation index system of China's car, and use AHP to determine the weight of each index. Based on the evaluation index system established, I conducted a survey of BYD F3, and calculated the customer satisfaction index of BYD F3, then according to survey come up with an improved strategy.
Keywords: BYD , F3 , Customer Satisfaction , AHP
II
目 录
摘 要 ....................................................................... I Keywords ................................................................... II 1 绪论 ..................................................................... 1
1.1 选题背景和意义 ..................................................... 1
1.1.1 选题背景 ...................................................... 1 1.1.2 选题意义 ...................................................... 2 1.2 研究的技术路线 ..................................................... 2 1.3 论文的内容框架 ..................................................... 3 2 论文相关理论概述 ......................................................... 5
2.1 顾客满意度理论及模型 ............................................... 5
2.1.1 顾客的含义 ..................................................... 5 2.1.2 顾客满意度 .................................................... 5 2.1.3 卡诺（Kano）顾客满意模型 ...................................... 6 2.1.4 常见顾客满意度指数模型 ........................................ 7 2.2 权重量化理论 ....................................................... 9
2.2.1 AHP简介 ...................................................... 9 2.2.2 分析过程 ..................................................... 10 2.2.3 AHP方法的简单评价 ........................................... 12 2.3 轿车顾客满意度 .................................................... 12
2.3.1 轿车的特点 ................................................... 12 2.3.2 影响轿车顾客满意度的因素 ..................................... 13
3 轿车顾客满意度评价指标体系构建 .......................................... 14
3.1 构建原则 .......................................................... 14 3.2 轿车顾客满意度模型 ................................................ 15 3.3 轿车评价指标体系 .................................................. 16 3.4 确定轿车各项指标权重 .............................................. 17
3.4.1 二级指标权重计算 ............................................. 17 3.4.2 三级指标权重计算 ............................................. 20 3.4.3 权重 ......................................................... 25
4 比亚迪F3顾客满意度测评 ................................................. 26
4.1 比亚迪 F3 概况 .................................................... 26 4.2 问卷调查 .......................................................... 27
4.2.1 问卷设计 ..................................................... 27 4.2.2 统计数据 ..................................................... 27 4.3 数据分析 .......................................................... 28
4.3.1 顾客满意度三级指标满意度分值计算 ............................. 28 4.3.2 顾客满意度二级指标指数计算 ................................... 30 4.3.3 顾客综合满意度指标指数计算 ................................... 31 4.3.4 顾客满意度计算结果分析 ....................................... 32
5 比亚迪F3顾客满意度提升策略 ............................................. 33
5.1 改进指标选择 ...................................................... 33 5.2 改进指标因果分析 .................................................. 34 5.3 改进策略 .......................................................... 34
5.3.1 提升轿车品质 ................................................. 34 5.3.2 提高售后服务质量 ............................................. 36 5.3.3 适应更高的节能环保性要求 ..................................... 37 5.3.4 致力于个性化设计 ............................................. 37
6 结论与展望 .............................................................. 39
6.1 结论 .............................................................. 39 6.2 展望 .............................................................. 39 致谢 ....................................................................... 41 参考文献 ................................................................... 42 附录 .......................................................................43 附录1： 问卷调查............................................................43 附录2： 英语原文............................................................45 附录3： 中文译文............................................................50