Research On KD Brand Automobile After-sales Service Management Optimization

Lately,the KD Auto total sales volume has exceeded 0.3 million in China.This thesis mainly focused on the research on KD's dealer auto after-sales service management system.By utilizing the Brand Community Theory,which is a hot topic within the industry,it aims to perform an in-depth study on the status and trend of the automotive service management system,to probe KD's service operation and people management,and thus identify the existing problems in its after-sales service.Based on literature analysis in combination with investigation and research,this paper intends to put forward optimization proposals on KD's after-sales service management,in order to optimize the existing service management system,improve customer satisfaction,raise sales and profitability,and ultimately maintain the brand's dominant position in market competition.The thesis is divided into five parts.Part One elaborates the research background,significance,content and methods,as well as the structure of the paper through the analysis of the status quo and development trend of China's auto market.In the second part,KD is introduced as the subject of this paper,which is based not only on the review,comparison and summary of the related literatures about service management and brand community theory,but also build the basic of the future researches.Part three firstly introduce the history of KD auto,then introduce the development of KD in China,such as brand building,products planning,productivity layout,sales,dealer net and so on.The organization of KD aftersales is also introduced in part three.The fourth part mainly analyzes the causes of those problems existing in KD's after-sales service.The fifth part is the most important part,tells how to improve the aftersales,such as brand,service,technical support,parts and so on.KD Club combine the aftersales and brand group effectively,it's satifying customers.Finially the research is concluded and the following job is arranged.I am looking forward to improve this research.