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o identify "value for money." Only by maintaining stable customer sources, can the brand make profit in the market (Blackston 2000). But if the company takes the approaches such as discount, or promoting as the sole way to pursue their customers, price cut will make the company and brand loose their most loyal customers. It is impossible for price war to enhance the customer loyalty but to bring more and more individual customers who have no loyalty to the brand. To maintain customers with loyalty, not only does the company produce high quality products but should make the customer realize that the product they purchase are value for money. This requires company to position products and seeking differences in market operation, identifying the target customers and spending capacity. After this, the company can cultivate its own loyal customers.
4.4 Service first
In the era of the rise of consumer awareness, the good customer service is the best way to build customer loyalty, which includes the service attitude, the speed of responding to customer’s demand or complaint and the service of exchanging or returning products. Customers should clearly understand of the service content and how to get the service (Anderson 1993). Today’s customers are becoming much pickier, and will be very sensitive after purchasing the product. When they are dealing with a company, they hope to get enough pleasure and can minimize the trouble. So as they get a good customer service experience, they will form a second purchasing behavior naturally. But if they got a bad experience, they will talk about their “unfortunate” to the people surrounded. Therefore, it is imperative for the automobile company to provide a good product-related services if the company want to enhance the customer experience.
4.5 Resolve customer complaint
According to the research, customers will show dissatisfaction out of four purchase behaviors, but only 5% of customers dissatisfied will complain to the company (Schultz & Bailey 2000). While some of the remaining customers have no opportunity to complain their unhappy experiences. These complaints can only be reflected in a number of actions. For example, delay the payment for the products and treat the service staff impolitely and so on. However, most customers will buy less or turn to other suppliers, rather than complaining. As a result, the company will loose customers. Therefore, companies must try to give customers a chance to show complaint and at the same time try to resolve the issue of compensation (Bell. 2005).

4.6 Consumer behavior
Consumer behavior means series of complex process of customers' demand, the various actions of disposing goods, even including the income of consumption (Jenkins, 1996). Studying and understanding the needs of the customer and their purchase process is the foundation of successful marketing. Through understanding how the purchaser to find information and how to evaluate, the process of decide to purchase and behaviour after buying the product, marketing personnel can obtain many helpful resources of satisfying consumers. Through being aware of participants in the purchasing process and the influence of their purchasing behavior, it can set excellent target for marketing. (Neal et al, 2005)
The characteristics of customer behavior are complexity, diversity and sencitivity (Warren J. Keegan, 2001).
Consumer behavior