Research On Chain Operation Model Of Automobile Maintenance Industry Based On The Customer Needs

In 2010, the yield of China's automobile production had exceeded 18 million, as well as the sales volume, which contributes China to the world's largest auto market. And the soaring auto population in China brings enormous business opportunities for after-sales market. Compared to the vigorous development of vehicle sales market, the development scale of after-sales service market cannot far satisfy the increasing demands of consumers. Auto maintenance services as the core part of auto after-sales service market in, it exists many problems, which may seriously influence and restrict the overall operation of automobile market. To some extent, low development level of automobile maintenance industry will become an obstacle on the procedure of evolution towards a higher stage.This dissertation analyzes the operation status of domestic and foreign automobile markets as well as the growing market scale of China's auto after-sales service, researches current status and existing problems of various operation models in domestic automobile maintenance market; it also summarizes the successful experience of foreign car repair industry. And it innovatively puts forward the opinions that China's automobile maintenance enterprises improve the overall service quality should be based on customer demands. Applied with the tools of SWOT and PEST, it in-depth analyzes the internal & external marketing environments and the performance of several other operation models of China's automobile maintenance industry. Combined with foreign auto maintenance situation and China's developing trend, it has concluded that the chain operating model is a route one must take.Through questionnaire survey and experts consultation method, the paper differentiates the need hierarchy of present auto maintenance customers, and constructs a four-level pattern, which provides references to how proprietors carry out chain operation management. Optimized the chain operation mode, this research puts forward the auto maintenance operation chain management strategy based on the theory of customer needs hierarchy. Integrated with the hierarchical model contrived based on customer demands, and guided by theory of chain operation, it constructs the concept of four-level service stations, and illustrates the function and operation scale for each level and initiates a design of the capability that service stations could cater the customers'needs respectively. Finally, it takes X Car Service as an enterprise example, introduces the development characteristics of X auto maintenance network, analyses its operation model in China and the existing shortcomings, subsequently, it provides some referential suggestions for its further improvement and development of chain operation.This dissertation will provide some references on how to breakthrough the conventional concept and dilemma of development for domestic auto maintenance enterprises in the fierce competition market, in order to establish good and superb car maintenance service environment. Finally, it builds a customer demand-oriented business model for the benefit of consumers and promotes the cycle development of whole auto industry.