B市电器企业的售后服务研究分析-海尔售后服务为例_市场营销.rar

摘要：一直以来，售后服务作为一种非价格竞争手段，很多情况下难以引起人们的重视。但是，近几年，由于商品同质化程度越来越高，市场经济竞争越来越激烈，再加上受国外竞争理念的影响，售后服务也渐渐闪入经营者的视线。然而，由于某些客主观原因，杭州电器企业的售后服务还存在许多不尽如人意之处，本文列数杭州大多数电器企业对于售后服务的态度，分析其中几种误区并寻找原因，再结合杭州市场售后服务业的翘楚——海尔公司的售后服务情况，提出售后服务应该注意的几点内容。总结几点在信息时代下售后服务发展应该具备哪些条件和它发展的大致方向。

关键词：售后服务；非价格竞争；商品同质化；海尔；信息时代；市场营销

Abstract:All along,as a means of non-price competition,it is difficult to attract people's attention to the means of non-price competition in many cases. However, in recent years, the commodity is becoming more homogeneous, more and more intense competition in the market economy, coupled with the concept of foreign’ competition concept, the after-sales service has gradually flash into the operator's attention. However, due to some objective reasons and some subjective reasons, there are still many drawbacks in many domestic enterprises’ after-sales service.This article set out a number of domestic enterprises’attitudes of the after-sales service, analysis some errors in it and find the reasons,then combined with after-sales service industry leaders in the domestic market - Haier, the company's after-sales service, raised a few points that should be noted in the after-sales service.At last,integrate some knowledge of marketing, summed up a few points what prerequisites must be having when the after-sales service is developing,and the general direction of after-sales service’s development.

Key Words：after-sales service; means of non-price competition; homogeneous goods; Haier; Information Age; Marketing

　　　做好售后服务本应该是商家应尽的义务，特别是在当电器出现质量问题的时候。商家往往巧立名目，对服务内容收取各种费用，且存在价目不明、以次充好、偷梁换柱等现象。在本次调查中我们就可以看到目前杭州电器企业售后服务收费机制存在的突出问题。根据图三，有59%的被调查者认为价目不明，乱收费；有30%认为有以次充好的行为或嫌疑，仅有11%的人认为没有太大问题。