车展服务质量评估与优化----以2014第二届深圳西部国际车展为例.docVIP

车展服务质量评估与优化 ----以2014第二届深圳西部国际车展为例 摘要: 随着21世纪的来临，我国的经济得到了全面而又迅速的发展,国际交往越来越频繁，我国的车展业也在此情况下得到了前所未有的发展。特别是我国进入了全面进入小康社会的关键时期。无论是政府还是企业，都对车展业给予了大力的支持。而且，我国的车展业对经济的发展都在以年15%-20%的速度向前发展。而且，我国在2008年成功举办了奥运会，这进一步推动了我国车展经济的发展。在汽车工业及汽车消费市场得以快速扩张的形势下,庞大的汽车消费群体对汽车业的发展提供了广阔的空间,而车展往往是和市场有一定的紧密联系的。不少汽车企业往往会借助于车展这项活动，推广自己的品牌服务。在本文中，笔者主要是对影响车展观众观展决策行为的重要因素进行分析,并为展览中的主办方和参展商提供了一些切实可行的建议。本文主要是以消费者行为理论为基础,阅读相关的文献,找出对观众参加车展的影响因素,并建立相关的模型。在实例方面，主要是以2014年的深圳国际汽车展的观展决策影响因素展开了实证研究,主要是要取得二个目的：其一就是对观众参展决策行为的影响因素的梳理及萃取主要因子,确定各大影响因素的权重；其二是深入挖掘各大影响因素。全文主要是通过对比作出观展决策的因素的因子的分析,最后分析出对观众参展能产生直接影响的决定性因素。从研究结果来看，展馆服务环境，展会基础服务设施，展会服务是否可靠，以及服务人员是否专业，都是决定观众参展的主要因素所在。最后，以主办方和参展方为主要研究视角,针对性地提出了车展营销的策略，同时指出了在本研究中存在的问题和不足，为下一次开展此类相似的研究工作，提供坚实的基础。 关键词：车展观众;观展决策行为;车展服务;对策 Abstract: with the coming of the 21st century, our countrys economy obtained the comprehensive and rapid development of international communication is more and more frequent, Chinas exhibition industry has got unprecedented development in this case. Especially the critical period of our country has entered into a well-off society in an all-round way. Both in government and enterprise, strong support of the convention and exhibition industry. Moreover, Chinas exhibition industry in the development of the economy forward at a speed of 15% - 15%. Moreover, China successfully hosted the Olympic Games in 2008, further promote the development of the exhibition economy in our country. In the auto industry and auto market under the situation of rapid expansion, huge automobile consumption power for the development of the auto industry has provided a broad space, while the auto show is often and market has certain closely linked. Many car companies tend to use the auto show this activity, promote their own brand service. In this article, the author mainly to the important factors that affect the decision-making behavior of auto show the audience the exhibition is analyzed, and the organizers and exhibitors in the exhibition provides so