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汽车行业的市场竞争日益激烈,顾客满意度的高低是一件利害攸关的事情,因此4S店必须十分重视提高顾客满意度。营销学泰斗菲利浦·科特勒认为:“市场营销是指在可盈利的情况下提供给顾客满意。”可见,顾客的需要和满意度成为企业成败的关键。顾客满意度被4S店视为增强产品的市场竞争能力,塑造良好4S店形象的新法宝。它的兴起,将把世界经济带入新境界——“服务经济”的时代。现代市场营销是以顾客导向为理念的。随着市场经济的发展,中国逐渐由卖方市场进入到买方市场,市场竞争日趋激烈,在激烈的市场竞争中,使越来越多的企业认识到企业竞争的实质就是顾客之争,
The automotive industry is increasingly fierce market competition, the level of customer satisfaction is a stake, so the 4S shop must attach great importance to improving customer satisfaction. Marketing Kotler Philip Kotler thinks: “Marketing means offering customers satisfaction when it is profitable.” Clearly, customer needs and satisfaction are the keys to business success. 4S shop customer satisfaction as the product enhance market competitiveness, create a good 4S shop image of the new magic weapon. Its rise will bring the world economy into a new realm of “service economy”. Modern marketing is customer-oriented philosophy. With the development of market economy, China gradually entered the buyer’s market from the seller’s market, and the market competition became fiercer and fiercer. In the fierce market competition, more and more enterprises realized that the essence of corporate competition was the customer’s dispute.