摘 要
中国汽车产业的迅速发展使得行业竞争日渐激烈，作为国内汽车主流营销模式之一，部分4S专营店已面临生存危机。扮演着东风日产经销商角色的TAD 4S店正处发展成长期，因其优秀的经营理念，注重顾客满意度，成立至今已获得了飞速发展。但目前东风日产TAD 4S店仍以整车销售盈利为主，并且其4S服务流程也存在着不合理现象，在整车利润日渐下滑、顾客对4S服务要求日趋严格的今天，应充分发挥4S模式的售后服务优势，通过提供优质高效的各项4S服务，提升顾客价值，提高顾客满意度，增加顾客保有时间及长期贡献，以使盈利重点向售后服务转移。
本文基于SWOT分析、服务营销策略、价值流图析、流程再造等思想和技术，从TAD 4S店的价值传达体系构建和服务流程再造优化两个角度对汽车销售和维修两大主要服务进行了分析研究。通过服务营销策略，构建出TAD 4S店核心竞争力与价值传达策略；并以价值流图析为工具，对其售车和维修服务流程进行分析，寻找出大量由于流程不合理造成的非增值浪费，并用BPR技术对该两项主要服务流程进行业务流程再造改善。
最后，本文设计出一个基于价值传达和流程再造的网站系统，利用网络技术在信息传递上的巨大优势，以文章总结归纳出的各项改进措施为准则，对网站的界面与功能进行了设计。通过服务预约、在线咨询、信息传递等网络功能，使其为TAD 4S服务的前后台分离提供有利条件。旨在提高公司服务运营的效率和质量，降低公司运作成本；实现客户需求为导向，提高顾客满意度，提升客户价值，塑造公司优秀形象，建立TAD 4S店自身的品牌优势。
关键词：价值传达，4S汽车服务，流程再造，价值流图析
Abstract
The quick development of china vehicle industry make the market' s competition more and more fierce, as the one of the main local car-marketing mode, parts of the 4s company have already faced an existence crisis. Be one of the NISSAN’ s dealer, TAD 4s company is developing quickly, that due to its excellent business philosophy. But the main profit sources of TAD 4s company is only car-sale, and most of the 4S service processes have unreasonable phenomenon, as the profit margins have been reduced, and the customer request is more and more strict, TAD 4s company must exploit the after-sales service, provide a superior quality efficiently 4S service, promote the customer value and maximize customer satisfaction, to make the earnings point transfer toward the after-sales service.
This article according to SWOT analysis、service marketing strategy、value flow diagram analysis、process reengineering etc. theory and technique, from the two angle of the TAD 4s company’s value transmit system and the BPR of service process, analysis the car-sale and car-maintenance service. Use the service marketing strategy, set up the core competencies of TAD 4s company and the value transmit system; with the value flow diagram analysis for tool, look for a great deal of non-value waste which bring by the unreasonable reason, and also use BPR technique to reengineer the two main services: car-sale and car-maintenance.
This article also design a website system, that according to the TAD value transmit system and process reengineering, make use of the huge advantage of network in delivering information, take the improvement measures which the article already summary as standard, design the interface and function of the website. With the network function, such as service reserve, on-line consultation, information deliver etc, provide a beneficial condition for the separation of the front and back service. Aim at raise company service efficiency and quality, lower the operation cost; maximize customer satisfaction and promote customer value, establishment the brand advantage of TAD 4s company itself.
Key Words: Values transmit, 4SCar service process, BPR, Value flow diagram analysis
