The Research Of Value Measurement And Design For Customer Demand In The Automobile Service Process

China has entered into the "after the transition period of WTO" since 2005. Import car's prices fell space increases, foreign car dealers will participate in the domestic market to competition, consumer's choice of the cars increase, more rational choice. The car market supply and demand conditions have changed, More fierce competition, the car market gradually transforms a buyer's market from a seller's market, car sales and service as a bridge which communicates vehicle production and consumption, then began to play more and more important role, the car marketing turn from product marketing to services marketing. The customer service marketing of the buyer's market of the auto industry is certainly demand-oriented, but customer demand is not completely rational, and even some blind. Car dealers have to analysis customer needs and customer background, design the most satisfactory purchase program for customers with the customer's perspective in advance, then step by step guide customers to discover and realize their most satisfied with the purchase of the program, ultimately forming value-added services value chain model of the car service, thereby, build up a unique car service providers' own brand.This paper analyzes the status of China's car demand, using SPSS17.0 statistical analysis software, several of China's passenger car demand may affect the macroeconomic indicators, a significant level (0.05), a significant test of the exclusion of several non-significant correlation between the indicators to several related the macroeconomic indicators as variables, sets up a linear regression model for forecast passenger car demand, forecasts passenger demand in China in the future. This paper analyzed and Prospected Passenger Market Structure of China.Through the survey, this paper found that clients' vehicle demand have several levels, each level consists of a number of different functions, through the vertical level selection and horizontal variety functions selection, creating an automotive customers demand levels effectiveness matrix model, using the mode, this paper design the most satisfactory purchase program for customers in auto sales services flow.This thesis validated 2 hypothesises: The Service Quality is positive correlation to the Service Value; The Customer Expenditure is negative correlation to the service value. A five-dimensional variable which affect the quality of customer demand design as potential dependent variable, and with 21 components of the measurement scale SERVQUAL to measure these five dimensions; 4 measurement items measure the total quality of service; 4 measurement items measure Customer Expenditure; 8 measurement items measure the value of the service quality. this paper establishes a service value measurement structural equation model. Through the model tested, and using AMOS7.0 modeling software, gains the structural variables between the standardized regression coefficients, using the model, completed the measurement of services value of design for automotive customers demand.Using this idea of customer demand design, this paper rebuilds the car services process of nowadays, formed a new car sale model, a new car maintenance model and the integration of services and maintenance mode business model.