The Research Of Hierarchy Of Customer Needs In Automobile Sales And Service Processe

The motorcar service is growing and mature with the car product industry which is a high value-added department, and it is becoming the hot part of our national industry which gets the increasing position works a definitive function effects development and progress of the healthy of national economic. Nowadays, the market of china motorcar service is confronted a new and further opportunity of development. The data indicate that it has achieved and broke 35 thousand that the amount of the ownership, with the number of the personal owner broke 18 thousand, there are 60 percent of the whole number is new car. The main consumer groups are the personal owners who have intrinsical difference on the brand, quality, specification and individuation of car. The demand caused by the individuation will influence the china car product industry lastingly, and it will also brought tremendous business opportunity about the individual requirement.According to the analyses above, we get the future direction of the car service business which is depth division, organization, scale, and specialization. From the 2008, our national car service business has been in a high growth period, and the value and treasure will break 300 billion yuan till 2010. The car service business has become the mainstream of our national economic and become a strategic polar industry as well.This thesis is based on the maluos hierarchy need theory, collected by the plenty and first-hand data of the car consumption service, advance the division of the requirement of consumer of different levels of cars and expresses and commentates the significance and theoretical support of the different hierarchy requirement amply.This thesis has analyzed the progress of the automobile sales and service about the realization in different modules, and finds out the unreasonable and imperfect places, then proposes the method about reconstruction and optimization of the automobile sales and service based on the theory of consumer hierarchy requirement. My text provides some assumptions, and constructs the consumer hierarchy requirement model. According to handling the questionnaires, using the statistic software such as SPSS 11.0, AMOS 7 etc, my text obtains the coefficients among the different latent variables and the index of the model fitness, which provide convincible and sufficient support to my related theories and hypothesizes.