F汽车品牌4S店设施标准调查研究

发布时间：2018-08-02 15:03

【摘要】：2010年，著名汽车公司F发布了其全新的品牌定位，继而在新的品牌定位下对自己的营销战略进行了重新的设计和推进。作为较早进入中国市场的国际汽车品牌，F品牌一向对中国市场保持着较高的关注度。为了创造出全新的品牌形象以符合新的品牌定位，同时兼顾汽车4S店是中国汽车消费的主要模式这一事实，F品牌决定对现有中国大陆境内的F品牌汽车4S店的硬件设施标准进行重新设计和提升，以提升其品牌形象。在这种现实需求下，本研究得以开展，，并着重对现有设施标准和新设施标准的消费者认可程度做出评测。首先，通过文献回顾后，本研究发现现有的国内外文献对于汽车4S店的研究多着眼于服务管理，而对于汽车4S店的硬件设施的相关研究则几乎没有，故此，本研究没有可以直接借鉴的研究成果。本研究的研究性质为调查研究。根据研究目标，本研究运用定向甄别技术，借助问卷法和现场拦截访问的方式，在上海和广州完成了对符合条件的被访者（消费者）的甄别工作。然后，经过分析后，本研究将丰田、本田、大众、别克和奥迪确定为竞争品牌。运用量表技术和问卷法，让120名被访者（消费者）分别对上海和广州的F品牌和5个竞争品牌的汽车4S店进行参观后完成问卷，以收集被访者（消费者）对各汽车4S店的硬件设施评价数据。通过对比研究的方法，发现现有F品牌汽车4S店硬件设施的不足之处。之后，从完成问卷调查的120名被访者（消费者）中，随机抽取48名（上海和广州各24名）并依据性别和汽车品牌（本品和竞品）进行分组，运用小组访谈法和问卷法收集其对F品牌新的汽车4S店硬件设施设计的喜好度数据，以测试新设施标准的消费者接受程度。其间，数据记录工作通过笔录、录音和录像等多媒体技术完成。同时，本研究本着熟悉业务的原则，在上海和广州，分别从F品牌和竞争品牌中邀请销售经理和服务经理，共计8人，参与到本研究设计的经销商访谈中。运用深度访谈的方法，本研究收集了经销商对F品牌新的汽车4S店硬件设施标准的喜好度数据，以测试新设施标准的经销商认可程度。其间，数据记录工作通过笔录、录音和录像等多媒体技术完成。最后，通过综合运用编码技术和均值分析，本研究发现了F品牌汽车4S店现有设施的不足，测试了新设施标准的消费者和经销商喜好度，并分别针对各功能区提出了改进建议。本研究不仅拓展了现有汽车4S店的研究领域，而且提出了一整套针对汽车4S店硬件设施消费者喜好度评价的具有较高科学性和可操作性的调查研究方案，这使得本研究具有极强的应用性和扩展性。
[Abstract]:In 2010, famous automobile company F issued its brand new positioning, and then redesigned and promoted its own marketing strategy under the new brand positioning. As an early entry into the Chinese market, brand F, an international automobile brand, has always maintained a high level of attention to the Chinese market. In order to create a brand new image in line with the new brand positioning, At the same time, considering the fact that 4S store is the main mode of automobile consumption in China, F brand has decided to redesign and upgrade the hardware facilities standard of the existing F brand in mainland China in order to enhance its brand image. In this practical need, this study is carried out, and focuses on the existing facility standards and new facility standards of consumer acceptance. First of all, after reviewing the literature, this study found that the existing domestic and foreign literatures focus on the service management of the automobile 4S store, but there is almost no research on the hardware facilities of the car 4S store, so, This study has no direct reference to the research results. The nature of this study is investigation. According to the objective of the study, this study has completed the screening of eligible interviewees (consumers) in Shanghai and Guangzhou by means of targeted screening, questionnaire and on-site interception. Then, after analysis, the study identified Toyota, Honda, Volkswagen, Buick and Audi as competing brands. Using the questionnaire technique and questionnaire method, 120 respondents (consumers) were asked to visit the F brand and 5 competing brands' car 4S shops in Shanghai and Guangzhou respectively, and then completed the questionnaire. To collect the interviewees (consumers) on the car 4 s shop hardware evaluation data. Through the method of comparative study, find out the shortage of hardware facilities of F brand car 4S store. Then, from 120 respondents (consumers) who completed the questionnaire, 48 were randomly selected (24 in Shanghai and 24 in Guangzhou) and were grouped according to gender and automobile brand. Group interview method and questionnaire method were used to collect the preference data of the hardware facility design of the new car 4S shop of F brand to test the consumer acceptance degree of the new facility standard. In the meantime, the data record work through the record, the recording and the video record and so on multimedia technology completes. At the same time, in line with the principle of familiarity with business, in Shanghai and Guangzhou, we invite sales manager and service manager from F brand and competitive brand, totally 8 people, to participate in the dealer interview designed in this study. By using the method of in-depth interview, this study collected the dealer's preference data to the new 4S store hardware facility standard of F brand, in order to test the dealer approval degree of the new facility standard. In the meantime, the data record work through the record, the recording and the video record and so on multimedia technology completes. Finally, through the comprehensive use of coding technology and mean analysis, this study found the lack of existing facilities in 4S store of F brand, tested the consumer and dealer preferences of the new facility standard, and put forward some improvement suggestions for each functional area. This research not only expands the research field of 4S store, but also puts forward a set of scientific and operable investigation and research scheme for the evaluation of consumer preference of hardware facilities in 4S shop. This makes this study very applicable and extensible.
【学位授予单位】：河南科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F416.471;F273.2

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