The Investigation And Research On Standard Of Facility In F Brand Automobile4S Shop

In2010,the famous automobile company F presented a new brand positionning andredisigned its marketing strategy and put it into effect. As one of the earliestinternational automobile brand entering China, F has been keeping a close sight on themarket of China. F wanted to improve the facility of its4S shops in mainland of Chinato create a new brand image cooperating its new brand positionning and considering thefact that4S shop is the main model of automobile purchasing in China. Under the needof F, the present study was carried out to focus on investigation of the customerpreference on present facility and new facility.In the1st place, this study found that there was no research conclusions could beapplied derectly because the most researchers focused on service management but notfacility on automobile4S shop research.As a survey research, this study identified respondents(consumer) under certainconditions in Shanghai and Guangzhou by using recognition technology，questionnairemethod and live intercept interview.Then the study chose Toyota, Honda VW(volks wagen) Buick and Audi as F’scompeting brands and collected data of120respondents’ preference on present facilityof their automobile4S shops by caling method and questionnaire method in Shanghaiand Guangzhou. And this study found the inadequates of present facility of F4S shopby compairing analysis.After that, this study chose48respondents from the120ones in last steprandomly and divided them into groups by gender and automobile brand in Shanghaiand Guangzhou which had24respondents each city. Then， we collected and recordedthe data of customers’ preference on new facility by focus group interview，questionnaire method， writing, sound recording and vedio recording to confirm thecustomer preference on redesigned facility.At the same time, this study invited8dealer represents including sales managersand service managers from F and competing brand into dealer interview in Shanghai and Guangzhou under the guide of high business familiarity. This study collected andrecorded the data of dealers’ preference on new facility by deep interview，soundrecording and vedio recording to confirm the dealer preference on redesigned facility.At last, this study found the inadequates of present faciliy of F4S shop andconfirmed the customer and dealer preference of new facility of F4S shop by codingand mean value method. What’s more， the study gave advances on improvement ondifferent functional areas.This study expand the present research field of automobile4S shop and proposeda scientific and practical survey system of customer preference on facility of automobile4S shop, which means this study is of high expansibility and practicability.