Research On The Economic Quality Improvement Strategy Of Automobile Based On Customer Satisfaction-from The Perspective Of Auto Parts

The third consumption structure upgrade has led to the increase of automobile consumption demand as so as the diversified and multi-dimensional development of customer needs.At the same time,the auto industry’s entry into the 2.0 era means that car sales growth has slowed,and even the passenger car segment has experienced negative growth for two consecutive years.The coexistence of opportunities and challenges reveals that China’s auto industry market will enter a stage of development from incremental to stock,and the market competition in the auto industry will be more severe,especially for domestic brand cars that survive the gap between joint venture brands and foreign brands.At present,customers are the main body of the market,and the development of enterprises depends on the acquisition of market competitive advantages,which is rooted in the attraction and acquisition of customers.China’s auto industry started late,and the disadvantages of homogenization and low quality have not been eradicated.There is still a clear gap when compared to joint venture brands and foreign brands in achieving customer satisfaction.Therefore,it is an important idea for the survival and development of China’s auto industry to improve the quality of automotive products and meet user needs to achieve user satisfaction.However,the actual level of customer spending power and corporate profitability limits the improvement of the quality of automobile products.Neither the customer nor the enterprise can abandon the cost and other resources to achieve the improvement of the quality of automobile products.So the improvement of the economic quality of automobile products is more valuable for enhancing the user competitiveness of automobile companies.In view of this,this paper proposes to discuss the connotation of automobile products’ economic quality from the two dimensions of user and enterprise based on customer satisfaction,and to explore the strategy of improving automobile products’ economic quality based on user demand identification-user demand analysis-user demand satisfaction.This paper adopts a combination of theory and empirical methods.The main work contents and research results are as follows:(1)Explore the user-level connotation of the economic quality of automobile products and establish an evaluation element model.Based on customer satisfaction,emphasizing the dominant position of customers,this paper introduces customer perception and discusses the connotation and interactive relationship between perceived quality and perceived value starting from user needs.A user-dimensional economic quality evaluation model of automotive products is established.Combined with the construction of customer satisfaction interactive model,the link of user demand-perceived quality-perceived value(user-level economic quality of products)-customer satisfaction is realized.(2)Construct an improved Kano model that considers user fuzzy evaluation and action performance to make up for the subjective and mechanical defects of the traditional Kano model,and then meet the user’s needs to assist in decision-making combined with IPA analysis.This paper determines the quantitative evaluation rules of users,introduces a coordinate system,and redefines the classification rules of user needs based on the principle of similarity.Considering the difference in performance of different needs on user satisfaction,this paper introduces the adjustment factors and weighting coefficients to adjust the importance and satisfaction of user needs,so that the results of user needs and satisfaction measurement are more scientific,reasonable,and practical.What’s more,combined with IPA analysis,different strategies and priorities applied to user needs were determined.(3)Build a product economic quality decision model based on the component configuration dimension of customer satisfaction and conduct empirical analysis using house of quality which is one of the QFD tools.By analyzing the economic quality of automobile products in the enterprise dimension,this paper transforms the decision to improve the economic quality of automobile products into a constraint planning problem between customer satisfaction and component configuration costs.The application of the house of quality completes the transformation of user needs-car product characteristicscar parts configuration in two steps,and builds a decision model for improving the economic quality of automobile products from the perspective of parts.Based on the empirical analysis of China’s own brand passenger cars,this paper discusses user satisfaction from the two constraints of total cost of component configuration and incremental cost of component configuration on the basis of grasping the current user needs and user satisfaction level,which are the strategies for improving the economic quality of automobile products.This paper expands the theoretical research on the perceived quality,perceived value and products’ economic quality of the automotive industry.Moreover,an improved Kano model are delivered to optimize the deficiencies of the traditional Kano model in user demand analysis.Finally,the strategies to improve the economic quality of automobile products are put forward from the perspective of parts and components,which provides important ideas for China’s automobile enterprises to enhance user competitiveness and gain market competitive advantages.