From today's development of the car, various practical safety or functional configurations will not only affect the purchase decision of ordinary family cars, but also make the purchased owners produce satisfied or unsatisfied after-sales feelings. Unfortunately, many consumers do not know which configurations are necessary and do not know which configurations are dispensable. Even when they buy a car, they are bought by the merchants. A lot, but not much use. However, how do you view the configuration of these family cars? In fact, we can learn from the two-factor theory of the behavioral science school to examine the various configuration strategies of many manufacturers. This method of selecting scientific methods is very useful, as long as we learn to buy a car will not be fooled by businesses. Hertzberg's two-factor theory In management science, Herzberg proposed the well-known "two-factor theory" to study the psychological conditions of people's needs, motivations and incentives, and divide them into "health factors" and "motivation factors" - the former means "to get Afterwards, there is no dissatisfaction, and if not, there is dissatisfaction. The latter means that "when you get it, you are satisfied, you get no dissatisfaction." Which are the "health factors"? The era has developed to today, consumers' understanding of automotive products is constantly changing. For example, the requirements for safety, convenience, and energy saving are constantly improving. Among them, in the current market environment, there are some configurations that significantly improve the level of safety. Having gained basic popularity, some configurations that improve vehicle convenience and save fuel have also been widely used, and it is absolutely necessary for car manufacturers to standardize them—if they are not seen in the configuration table (such as ESP, fog lights, Reversing radar, etc.) Consumers will continue to feel disappointed, dissatisfied, and angry. These emotions will affect their decision-making at the time of purchase or post-purchase evaluation. 1, ESP ESP can maintain the stability and dynamic balance of the vehicle under various conditions, prevent oversteering and understeer, and greatly improve the safety performance. However, there are still many manufacturers who can save on this important configuration. This is really not. It should be. In Europe and the United States, ESP has already had regulations that must be standard, and many riders see it as the most basic security configuration. Compared with ABS, domestic independent manufacturers disclosed that the increase in ESP costs only US$111, which is equivalent to less than 700 yuan. The awareness of consumer safety is increasing. Obviously, a few hundred dollars in this district has become the touchstone for the conscience of manufacturers. 2, rear collision beam The Volkswagen POLO has so far lost the post-collision beam. The first thing many people do after buying a car is to install it on their own. This has become the biggest slot for the public. Of course, there is no rear collision beam Nissan Sylphy, Honda Fit / old Civic, Ford Fiesta, etc., have to say that this is the status quo of domestic low-end car, this "hidden" configuration, consumers in the car when Not easy to find. In fact, the rear anti-collision beam can reduce the impact of low-speed collisions and reduce maintenance costs. Although the improvement of safety is limited, but the owner of the car to install a self-collision steel beam, the cost of processing, the price of a treasure is only about 300, the owner obviously does not mind spending more than a few hundred dollars. Manufacturers have always argued that it is useless. If it is not used, then why do we have to set aside a place for installation? Obviously it is the performance of reduction and pursuit of profit. 3, the control display The screen of smart phones is getting bigger and bigger, and there are still a lot of cars on the car. Car entertainment systems, navigation systems, reversing assistance systems, and so on are all dependent on this screen, and can also be used to project mobile phone functions through Carlife, Carplay, and other systems, and basically realize network functions. If the central control can only listen to the radio, what is it really? Let the current consumer very disappointed. In fact, many consumers will spend their money to retrofit shops to install large screens. After all, the Internet is as important to many modern people as air and water, there is no navigation, reverse assistance, entertainment systems, and some brands may still live in the last century. 4, ISOFIX/LATCH child seat interface Countries in Europe and America impose mandatory excuses for deploying children's seats. China's National Standard for Vehicle occupant restraint systems was implemented as early as 2012. There are still models that do not have these two interfaces. Poor parents have to buy seat belts to fix children. Instead of seats, but relatively unsafe, are the costs of several interfaces in the district high? At this time, children’s safety of riding is ignored and anger should be allowed here. Which are the "motivation factors"? The motivating factor in car configuration should be that those costs are not too high, and car manufacturers only need to consider a little bit of thoughtfulness, and “kindness†can provide differentiated sense of value and can significantly improve consumer satisfaction. Configuration. Human factors and incentives that are motivating factors are relatively numerous. For reasons that are not cost-effective, manufacturers may not be able to complete all of them, such as side airbags or side curtains, electronic handbrakes, key activation, rear exhaust vents, and leather seats. Panoramic sunroof, LED daytime running lights, rear lights, mirror heating, full-size spare tires and more. Of course, the fierce competition in the current faction cars, manufacturers in the "health factor" in the next big effort, especially the main brand of cost-effective, motionless is the panoramic sunroof to attract consumers, the other a key to start / engine start and stop, after the exhaust outlet And electronic handbrake is more and more popular, the purpose is to meet the tastes of more consumers, take a look at Harvard H6, Roewe RX5, Geely Bo Yue / Borui, Chang'an Yidong and other popular independent models can be seen. The configuration of the above incentive factors, in actual car buying behavior, is often the difference of these configuration highlights, promotes the consumer decision-making process, touched the consumer's heart, not a high cost but did big things for the model Brought an endless stream of word of mouth and sales. In fact, many auto makers often cannot grasp the pain points of consumers, and they just want to reduce costs and drive down prices, which leads to many biases in the allocation strategy. Smart manufacturers should understand that “good steel is used at the edge of the knife.†Don’t be stingy and stingy in the “health factor†configuration, and also need to provide consumers with as much as possible differences under the pressure of cost control. The "incentive factor" configuration of the value, so as to obtain the greatest degree of attention and reputation. As consumers in the car when you should also polish your eyes, some of the "health factors" must have, "more motivating factors," the more cost-effective, do not be fooled by the business's own fancy configuration.
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