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本文主要运用管理学和市场营销学的相关理论知识,在查阅国内外有关文献资料并结合企业经营管理工作实际情况的基础上,首次提出了企业售后行为的一般概念,分析了售后行为的基本特点,提出了售后行为分类的一般框架,突破了把售后行为认为仅仅是售后服务的局限;分析了在当前市场竞争空前激烈的形势下,企业在售后领域存在的一些实际问题和企业做好售后行为的重要意义,将现代营销管理学的理念和方法同企业的售后行为结合起来,为企业提高在售后行为领域的管理水平提供了一些可供参考和借鉴的思路。
This article mainly uses the relevant theoretical knowledge of management and marketing. Based on consulting the domestic and foreign literature and materials and combining with the actual situation of enterprise management, this paper firstly presents the general concept of after-sales behavior of enterprises and analyzes the basic characteristics of after-sale behavior , Put forward the general framework of the after-sales behavior classification, breaking the post-sale behavior as the only after-sales service limitations; analysis of the current market competition in an unprecedented fierce situation, the company in the area of sale after the existence of some practical problems and businesses to do after-sale behavior The significance of modern marketing management concepts and methods with the business after-sale behavior combined for the enterprise to improve the level of management in the area of after-sale behavior provides some ideas for reference and reference.