Research On Value Co-creation In Auto Service Chain Based On Customer Participation

After nearly ten years of rapid development,by the end of 2014,Chinese car ownership reached 154 million.Cars have turned into the indispensable traffic vehicles in people’s life,and China has become the world’s second largest car market.At the same time,the auto consumption concept of customers is increasingly mature.The individual unique needs of car service gradually highlights,so personalized and diversified auto service will be the new growth point of profit in the automobile industry.The customer’s initiative and consciousness of participation in the service have constantly strengthen,when they accept the car service.They have begun to be the leader of the service activity and even the value creation partner.Along with the transition of the customer’s role,introducing the customer participation and value co-creation into the automobile service chain meets the requirements of customers in the auto service market,improves the competitiveness of auto service enterprises,and finally plays an important role in achieving the sustainable development of auto service enterprises.In this paper,the research summarizes the automotive service,customer participation and value co-creation from several aspects,such as the concept,development situation,dimension level and the participants of value co-creation etc.Then on this basis,through the three survey activities,this paper combed automotive service projects,automotive service processes and the customer participation activities in automotive service.Afterwards,the research describes the four basic elements of value co-creation in auto service chain according to the DART model,and analyses the possible cognitive gap between customers and enterprises in value creation.Next,this paper discusses the impact of automotive service chain’s openness on value co-creation.Furthermore,this paper creates a conceptual model about automotive service chain,through combing customer participation in auto service chain,cognitive gap the impact of automotive service chain’s openness on value co-creation between customers and enterprises in value creation and the impact of automotive service chain’s openness on value co-creation.Finally,by using qualitative and quantitative methods,the research verifies the relationship between the three aspects of the model,and makes the conclusions according to the result of investigation and data analysis.Later then it provides corresponding countermeasures for further development of automotive service enterprises,in the meanwhile points out the limitations and further research directions of this paper.