【摘要】：2010年，著名汽車公司F發(fā)布了其全新的品牌定位，繼而在新的品牌定位下對自己的營銷戰(zhàn)略進行了重新的設(shè)計和推進。作為較早進入中國市場的國際汽車品牌，F(xiàn)品牌一向?qū)χ袊袌霰３种^高的關(guān)注度。為了創(chuàng)造出全新的品牌形象以符合新的品牌定位，同時兼顧汽車4S店是中國汽車消費的主要模式這一事實，F(xiàn)品牌決定對現(xiàn)有中國大陸境內(nèi)的F品牌汽車4S店的硬件設(shè)施標(biāo)準(zhǔn)進行重新設(shè)計和提升，以提升其品牌形象。在這種現(xiàn)實需求下，本研究得以開展，，并著重對現(xiàn)有設(shè)施標(biāo)準(zhǔn)和新設(shè)施標(biāo)準(zhǔn)的消費者認可程度做出評測。 首先，通過文獻回顧后，本研究發(fā)現(xiàn)現(xiàn)有的國內(nèi)外文獻對于汽車4S店的研究多著眼于服務(wù)管理，而對于汽車4S店的硬件設(shè)施的相關(guān)研究則幾乎沒有，故此，本研究沒有可以直接借鑒的研究成果。 本研究的研究性質(zhì)為調(diào)查研究。根據(jù)研究目標(biāo)，本研究運用定向甄別技術(shù)，借助問卷法和現(xiàn)場攔截訪問的方式，在上海和廣州完成了對符合條件的被訪者（消費者）的甄別工作。 然后，經(jīng)過分析后，本研究將豐田、本田、大眾、別克和奧迪確定為競爭品牌。運用量表技術(shù)和問卷法，讓120名被訪者（消費者）分別對上海和廣州的F品牌和5個競爭品牌的汽車4S店進行參觀后完成問卷，以收集被訪者（消費者）對各汽車4S店的硬件設(shè)施評價數(shù)據(jù)。通過對比研究的方法，發(fā)現(xiàn)現(xiàn)有F品牌汽車4S店硬件設(shè)施的不足之處。 之后，從完成問卷調(diào)查的120名被訪者（消費者）中，隨機抽取48名（上海和廣州各24名）并依據(jù)性別和汽車品牌（本品和競品）進行分組，運用小組訪談法和問卷法收集其對F品牌新的汽車4S店硬件設(shè)施設(shè)計的喜好度數(shù)據(jù)，以測試新設(shè)施標(biāo)準(zhǔn)的消費者接受程度。其間，數(shù)據(jù)記錄工作通過筆錄、錄音和錄像等多媒體技術(shù)完成。 同時，本研究本著熟悉業(yè)務(wù)的原則，在上海和廣州，分別從F品牌和競爭品牌中邀請銷售經(jīng)理和服務(wù)經(jīng)理，共計8人，參與到本研究設(shè)計的經(jīng)銷商訪談中。運用深度訪談的方法，本研究收集了經(jīng)銷商對F品牌新的汽車4S店硬件設(shè)施標(biāo)準(zhǔn)的喜好度數(shù)據(jù)，以測試新設(shè)施標(biāo)準(zhǔn)的經(jīng)銷商認可程度。其間，數(shù)據(jù)記錄工作通過筆錄、錄音和錄像等多媒體技術(shù)完成。 最后，通過綜合運用編碼技術(shù)和均值分析，本研究發(fā)現(xiàn)了F品牌汽車4S店現(xiàn)有設(shè)施的不足，測試了新設(shè)施標(biāo)準(zhǔn)的消費者和經(jīng)銷商喜好度，并分別針對各功能區(qū)提出了改進建議。 本研究不僅拓展了現(xiàn)有汽車4S店的研究領(lǐng)域，而且提出了一整套針對汽車4S店硬件設(shè)施消費者喜好度評價的具有較高科學(xué)性和可操作性的調(diào)查研究方案，這使得本研究具有極強的應(yīng)用性和擴展性。
[Abstract]:In 2010, famous automobile company F issued its brand new positioning, and then redesigned and promoted its own marketing strategy under the new brand positioning. As an early entry into the Chinese market, brand F, an international automobile brand, has always maintained a high level of attention to the Chinese market. In order to create a brand new image in line with the new brand positioning, At the same time, considering the fact that 4S store is the main mode of automobile consumption in China, F brand has decided to redesign and upgrade the hardware facilities standard of the existing F brand in mainland China in order to enhance its brand image. In this practical need, this study is carried out, and focuses on the existing facility standards and new facility standards of consumer acceptance. First of all, after reviewing the literature, this study found that the existing domestic and foreign literatures focus on the service management of the automobile 4S store, but there is almost no research on the hardware facilities of the car 4S store, so, This study has no direct reference to the research results. The nature of this study is investigation. According to the objective of the study, this study has completed the screening of eligible interviewees (consumers) in Shanghai and Guangzhou by means of targeted screening, questionnaire and on-site interception. Then, after analysis, the study identified Toyota, Honda, Volkswagen, Buick and Audi as competing brands. Using the questionnaire technique and questionnaire method, 120 respondents (consumers) were asked to visit the F brand and 5 competing brands' car 4S shops in Shanghai and Guangzhou respectively, and then completed the questionnaire. To collect the interviewees (consumers) on the car 4 s shop hardware evaluation data. Through the method of comparative study, find out the shortage of hardware facilities of F brand car 4S store. Then, from 120 respondents (consumers) who completed the questionnaire, 48 were randomly selected (24 in Shanghai and 24 in Guangzhou) and were grouped according to gender and automobile brand. Group interview method and questionnaire method were used to collect the preference data of the hardware facility design of the new car 4S shop of F brand to test the consumer acceptance degree of the new facility standard. In the meantime, the data record work through the record, the recording and the video record and so on multimedia technology completes. At the same time, in line with the principle of familiarity with business, in Shanghai and Guangzhou, we invite sales manager and service manager from F brand and competitive brand, totally 8 people, to participate in the dealer interview designed in this study. By using the method of in-depth interview, this study collected the dealer's preference data to the new 4S store hardware facility standard of F brand, in order to test the dealer approval degree of the new facility standard. In the meantime, the data record work through the record, the recording and the video record and so on multimedia technology completes. Finally, through the comprehensive use of coding technology and mean analysis, this study found the lack of existing facilities in 4S store of F brand, tested the consumer and dealer preferences of the new facility standard, and put forward some improvement suggestions for each functional area. This research not only expands the research field of 4S store, but also puts forward a set of scientific and operable investigation and research scheme for the evaluation of consumer preference of hardware facilities in 4S shop. This makes this study very applicable and extensible.
【學(xué)位授予單位】：河南科技大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F416.471;F273.2

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