Sedans Customer Value Research

With the popularization of the family automobile, the market becomes more and more mature. Meanwhile, the car customers become more and more rational. However, the enterprises tend to consider the market from their own point of view, and ignore the customers'requirement. Undoubtedly, to eliminate the asymmetry between customers and enterprises is one of the important and urgent tasks in the business of family automobile. The new theory about customer value has provided the enterprises a system to consider and evaluate the production from the customers'view. So, it has brought a good studying system to resolve the asymmetry.The emphases of this thesis is to build a model of customer value about automobile, and to study the customers, according to the model, and found out the customers'characters which influence the customer value. This research would help to segment the market, fix on target customers and build up a studying system to research the target customers. This thesis is expected to assist the enterprises to master the customers'imformation and improve the satisfaction and loyalty of the customers.This thesis mainly focus on the following:1. Introduce the theory of customer value into the business of family automobile. Analyse the origin of customer satisfaction and loyalty.2. Summarize and analyse the models of customer value. Based on the satuation of the car market, build up a suitable model of customer value.3. Prove the model and find out the useful information through the statistics analysis.