The Study Of Customer Value’s Constitution And Value Classification About Auto Market

With China’s sustained economic growth, the auto industry has maintained a strong development trend, and has gradually become an important economic growth point. However, with the increasing degree of openness of the market, the capital market management increasingly standardized, and the high interests of the auto industry has gone away The domestic auto industry production capacity surplus has led to intense competition in the automotive industry, the competition continues to squeeze the profit margins of auto companies. In all, the auto companies need to improve the power of management and marketing also need to make in-depth discussion on customer. For these reasons, the research for the components of customer value for the automotive industry is important for the survival and development of the auto companies specified direction can also bring practical guidance for sales of motor vehicles, and bring some inspiration to other industriesBecause of the rapid development of the modern economy, after the material demand of the people are met, people began to seek diversification of the spiritual life. Similarly, the company’s products also can not only meet people’s material needs, but also take into account the people’s spiritual life. Automotive earliest means transport, new era cars must give new meaning to the automobile manufacturing enterprises as the core to the customer’s needs, to understand the diversity of customer needs. Only on the basis of consumer demand, develop appropriate marketing strategies to ensure profit Maximize to achieve the long-term, healthy development.According to Dalian private car market, the use of the theory of customer value, and the theory of customer value constitute elements and marketing theory, combined with professional sociological concepts, classification analysis of customer value, and strive to get different market segments Customer Value. But only theory is not enough, the paper uses the method of combining empirical research and theoretical studies. On the basis of field investigation, analysis the composition of the automotive market, customer value elements, presented five value elements dimension, to provide a reference for automotive manufacturers.The paper look Social exchange theory as a starting point, based on two standard:internal recessive and external dominant, classification measuring customer value. Explore consumer demand, combined with existing reference standard, get customer value model of the automobile industry. By factor analysis,the model will be perfect, treat the customer’s perceived value as the core, summed up the impact of customer value factors.This paper has six parts, the first part is the introduction, state the research background, framework, research methods and innovations. The second part is the literature review section, the article provides theoretical support, summed up the career defined the theory of customer value and customer value. The third part is a model from standard to determine the impact factors, mechanism of action, proposed to the model, and the model interpretation. The fourth part of the study design, change some of the major acquisition of variables, questionnaire design, issuing recovered. The fifth part is the empirical research part of the article, and analysis by factor analysis and variance analysis method auto market customers the difference between the value of the factors, and different market customer value. The sixth part of the conclusions of this paper summarizes the results of this paper, the specific proposals, read this study described.In summary, this article is from the consumer’s point of view rather than a corporate perspective, measuring customer value of different occupations consumers. Indeed between different sub-groups differences in customer value and provide a new perspective for understanding customer needs for automotive manufacturers.