1. Introduction

The motor vehicle driving training industry is a relatively subdivided industry. Its upstream is a vehicle provider, which provides vehicles and equipment for driving training institutions, including car dealers, car rental companies, driving test equipment integrators, etc., and the downstream is a vehicle maintenance factory. Provide maintenance services for driving training institutions; driving training institutions are at the center of the entire service chain, providing motor vehicle driving training and related services.

Driving training industry is a service industry closely related to people's livelihood. With the development of China's economy, society and automobile industry, the industry is also facing new opportunities and challenges. On the one hand, with the popularity of private cars, owning a small car has become a rigid demand for ordinary families, which correspondingly drives the market demand of the driving training industry; on the other hand, with the improvement of transportation infrastructure and driving training test system, More and more special groups such as the disabled, the elderly, and women have the demand for driving travel, which also reflects the overall development of the training market segment of my country's driving training industry tends to grow.

However, there are also some problems to be solved in the driving training industry, such as fierce competition in the industry, uneven service quality, low consumer satisfaction, low training efficiency, high training costs, and high training safety risks. These problems not only affect the healthy development of the driving training industry, but also damage the legitimate rights and interests of consumers, and even threaten road traffic safety.

In order to explore the current situation, problems and future trend of the driving training industry, this paper is based on the consumer research data of Shangpu Consulting Company, and makes an in-depth analysis of the market scale, competition pattern, consumer demand, satisfaction and loyalty of the motor vehicle driving training industry. Combined with industry policy, technological innovation, social change and other factors, the development trend and suggestions of the industry are put forward. The purpose of this paper is to provide valuable reference and enlightenment for the relevant enterprises, government departments and the public in the motor vehicle driving training industry.

2. Market Size Analysis

In 2019, the market size of the driving industry will be about 228 billion yuan, and the market size will exceed 280 billion yuan in 2022. However, China's motor vehicle driving training industry is extremely discrete, and the quality of training is uneven. Although China's transportation department and industry self-discipline organizations have been trying their best to standardize the driving training market, because the traditional driving training industry relies too much on offline teaching methods, and the quality of employees themselves and their practice is generally not high, most of the driving test students have suffered unpleasant experiences such as bad attitude of driving school coaches or taking cards.

From the perspective of the distribution area of the training market, the top ten provinces in 2019 are Guangdong, Hubei, Jiangsu, Hunan, Shandong, Anhui, Henan, Hebei, Sichuan and Zhejiang. These provinces are all provinces with large population base or relatively economic development, which can attract talents and thus stimulate the demand for learning and driving.

From the perspective of the distribution of training market cities, the top ten cities in 2019 are Beijing, Shanghai, Guangzhou, Shenzhen, Chengdu, Wuhan, Chongqing, Hangzhou, Xi'an and Nanjing. These cities are all first-tier or new first-tier cities with developed economy, Dense population, high car ownership and strong demand for learning to drive.

In terms of the distribution of models in the training market, small cars accounted for the highest proportion of training trips in 2019, reaching 86.4 per cent, followed by large buses, tractors, medium buses, large trucks and city buses, accounting for 4.9 per cent, 3.9 per cent, 2.1 per cent, 1.8 per cent and 0.9 per cent, respectively.

3. Competitive Landscape Analysis

According to the consumer research data of Shangpu Consulting Company, in 2019, the market concentration of China's driving training industry is relatively low, and the market share of the top ten driving training institutions only accounts for 6.6 percent of the total market. Among them, Internet driving training platforms such as Driving School Home, Driving School Yidiantong and Driver Training Network occupy a greater advantage, accounting for 2.1 percent, 1.7 percent and 1.4 percent of the market share respectively, the rest of the driving training institutions have a market share of less than 1%.

From the perspective of competitiveness analysis, the competitiveness of my country's driving training industry is mainly reflected in the following aspects:

(I) brand influence

Brand influence is the popularity and reputation of driving training institutions in the market, and it is an important factor to attract and retain consumers. According to the consumer survey data of Shangpu Consulting Company, in 2019, the top 10 driving training institutions in China's driving training industry are Driving School Home, Driving School Yitong, Driver Training Network, Beijing Driving School, Shanghai Driving School, Guangzhou Driving School, Shenzhen Driving School, Chengdu Driving School, Wuhan Driving School and Chongqing Driving School. Among them, Internet driving training platforms such as Driving School Home, Driving School Yitong and Driver Training Network have convenient online reservation, payment, learning and other functions, as well as rich offline driving school resources, it has won the favor and trust of consumers, and has a high brand influence; while local driving schools such as Beijing Driving School and Shanghai Driving School have occupied a larger market with their advantages in scale, history, and reputation. A large share, strong brand influence.

(II) service quality

Service quality is the professionalism, effectiveness, safety and satisfaction of training services provided by driving training institutions, and it is the core factor that affects consumers' choice and evaluation of driving training institutions. According to consumer research data from Shangpu Consulting, in 2019, the top ten driving training institutions in China's driving training industry for service quality are Beijing Driving School, Shanghai Driving School, Guangzhou Driving School, Shenzhen Driving School, Chengdu Driving School, Wuhan Driving School, Chongqing Driving School, Hangzhou Driving School, Xi'an Driving School and Nanjing Driving School, local driving schools such as Beijing Driving School and Shanghai Driving School have won high recognition and praise from consumers for the professional level of their coaching team, the advanced nature of training facilities, the significance of training effects, and the guarantee of training safety. High; while local driving schools such as Shenzhen Driving School and Chengdu Driving School meet the diverse and differentiated needs of consumers with the flexibility, individualization, and humanization of their training services, the service quality is better.

(III) price competitiveness

Price competitiveness is the price level and cost performance of training services provided by driving training institutions, and it is an important factor that affects consumers' purchase and consumption of driving training services. According to consumer research data from Shangpu Consulting, in 2019, the top ten driving training institutions in China's driving training industry in terms of price competitiveness are driving school home, driving school one point pass, driver training network, driving school online, driving school pass, driving school treasure, driving school easy, driving school express, driving school administrator and driving school assistant, among them, internet driving training platforms such as Driving School Home, Driving School Yidiantong and Driver Training Network provide consumers with cost-effective driving training services with their advantages such as low training fees, preferential activity policies and flexible payment methods, while Internet driving training platforms such as Driving School Online and Driving School Link are characterized by their transparent price system, reasonable price structure and fair price mechanism, it provides consumers with fair driving training services with high price competitiveness.

(IV) innovation ability

Innovation ability is the innovation and improvement of driving training institutions in the content, form, method and technology of training services, and is an important factor for driving training institutions to maintain competitive advantage and sustainable development in the market. According to the consumer survey data of Shangpu Consulting Company, in 2019, the top 10 driving training institutions in China's driving training industry are driving school home, driving school one point, driver training network, driving school online, driving school pass, driving school treasure, driving school easy, driving school express, driving school manager and driving school assistant. Among them, driving school home, driving school one point, driver training network and other Internet driving training platforms use Internet, big data, artificial intelligence and other technologies, it provides consumers with online and offline driving training services, such as online appointment, online learning, online examination, online evaluation, etc., with strong innovation ability; while Internet driving training platforms such as driving school online and driving school pass have developed intelligent driving test system, intelligent coach system, intelligent student system, etc., providing consumers with intelligent driving training services, such as intelligent matching, intelligent guidance, intelligent supervision, etc, the innovation ability is higher.

4. consumer demand analysis

Consumer demand is the starting point and end point for driving training institutions to provide training services, and it is an important basis for driving training institutions to formulate business strategies and improve service quality. According to the consumer research data of Shangpu Consulting Company, in 2019, the consumer demand of China's driving training industry mainly has the following aspects:

(I) training efficiency

Training efficiency is the evaluation of the time cost of training services provided by driving training institutions by consumers, and it is an important consideration for consumers to choose driving training institutions. According to the consumer survey data of Shangpu consulting company, in 2019, consumers in China's driving training industry have a high demand for training efficiency. About 78% of consumers hope to complete driving training and obtain a driver's license in the shortest time. Among them, about 32% of consumers hope to complete driving training within one month, and about 46% of consumers hope to complete driving training within two months.

(II) training quality

Training quality is the evaluation of the professionalism, effectiveness, safety and satisfaction of the training services provided by driving training institutions, and it is an important consideration for consumers to choose driving training institutions. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in my country's driving training industry have a high demand for training quality. About 82% of consumers expressed their hope to receive professional, effective and safe driving training services. And can improve driving skills and the probability of passing the driving test. Among them, about 36% of consumers expressed their hope to receive professional coaching guidance, some 46 per cent of consumers expressed a desire to be receptive to effective teaching methods.

(III) Training Price

Training price is the evaluation of the price level and cost performance of training services provided by driving training institutions, and it is an important consideration for consumers to purchase and consume driving training services. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in my country's driving training industry have a high demand for training prices. About 76% of consumers expressed their hope to enjoy reasonable, transparent and fair driving training prices. And can obtain value-for-money driving training services, of which about 32% of consumers expressed their hope to enjoy a reasonable price level, some 44 percent of consumers said they would like to be able to enjoy a transparent pricing system.

(IV) training convenience

Training convenience is the evaluation of the convenience of the time, place and method of training services provided by driving training institutions, and it is an important consideration for consumers to choose driving training institutions. According to the consumer survey data of Shangpu consulting company, in 2019, consumers in China's driving training industry have a high demand for training convenience. About 74% of consumers hope to enjoy flexible, convenient and fast driving training services, and can save time and energy. Among them, about 28% of consumers hope to enjoy flexible training time, About 46% of consumers said they hope to enjoy convenient training places.

(V) training personalization

Personalization of training is the evaluation of the differentiation, customization and humanization of the training services provided by driving training institutions, which is an important consideration for consumers to choose driving training institutions. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in my country's driving training industry have a high demand for personalized training. About 72% of consumers expressed that they hope to enjoy driving training that meets their own characteristics, needs, and preferences. Service, and can improve driving training experience and effects. Among them, about 24% of consumers expressed their hope to enjoy differentiated training content, about 48% of consumers said they would like to have access to customized training programs.

5. Consumer Satisfaction Analysis

Consumer satisfaction is the overall evaluation of the training services provided by the driving training institutions, and it is an important indicator of the service quality and effect of the driving training institutions. According to the consumer survey data of Shangpu consulting company, in 2019, the consumer satisfaction of China's driving training industry was low, with an average score of 3.2 (out of 5). Among them, about 12% of consumers said they were very dissatisfied, about 28% of consumers said they were dissatisfied, about 40% of consumers said they were average, about 16% of consumers were satisfied, and about 4% of consumers were very satisfied.

In terms of the influencing factors of consumer satisfaction, according to the consumer survey data of Shangpu Consulting, in 2019, the influencing factors of consumer satisfaction in China's driving training industry are mainly in the following aspects:

(I) training efficiency

Training efficiency is the evaluation of the time cost of training services provided by driving training institutions by consumers, and it is an important factor affecting consumer satisfaction. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less satisfied with the training efficiency, with an average score of 2.8 (out of 5). Among them, about 16% of consumers said they were very dissatisfied, about 32% of consumers said they were dissatisfied, about 36% of consumers said they were average, about 12% of consumers said they were satisfied, and about 4% of consumers said they were very satisfied.

(II) training quality

The quality of training is the evaluation of the professionalism, effectiveness, safety and satisfaction of the training services provided by the driving training institutions, and it is an important factor affecting the satisfaction of consumers. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less satisfied with the quality of training, with an average score of 3.0 (out of 5). Among them, about 12% of consumers said they were very dissatisfied, about 24% of consumers said they were dissatisfied, about 48% of consumers said they were average, about 12% of consumers said they were satisfied, and about 4% of consumers said they were very satisfied.

(III) Training Price

Training price is the evaluation of the price level and cost performance of training services provided by driving training institutions, and it is an important factor affecting consumer satisfaction. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less satisfied with the training price, with an average score of 3.2 (out of 5). Among them, about 8% of consumers said they were very dissatisfied, about 24% of consumers said they were dissatisfied, about 48% of consumers said they were average, about 16% of consumers said they were satisfied, and about 4% of consumers said they were very satisfied.

(IV) training convenience

Training convenience is the evaluation of the convenience of the time, place and method of training services provided by driving training institutions, which is an important factor affecting consumer satisfaction. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less satisfied with the convenience of training, with an average score of 3.4 (out of 5). Among them, about 8% of consumers said they were very dissatisfied, about 16% of consumers said they were dissatisfied, about 48% of consumers said they were average, about 24% of consumers said they were satisfied, and about 4% of consumers said they were very satisfied.

(V) training personalization

Personalization of training is the evaluation of the differentiation, customization and humanization of the training services provided by driving training institutions, which is an important factor affecting consumer satisfaction. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less satisfied with personalized training, with an average score of 3.6 (out of 5). Among them, about 4% of consumers said they were very dissatisfied, about 12% of consumers said they were dissatisfied, about 52% of consumers said they were average, about 28% of consumers said they were satisfied, and about 4% of consumers said they were very satisfied.

Analysis of 6. Consumer Loyalty

Consumer loyalty is the willingness of consumers to repeatedly purchase and recommend the training services provided by driving training institutions, and it is an important indicator for driving training institutions to maintain and expand their market share. According to the consumer survey data of Shangpu consulting company, in 2019, the consumer loyalty of China's driving training industry was low, with an average score of 3.0 (out of 5). Among them, about 12% of consumers said they were very unwilling, about 24% of consumers said they were unwilling, about 48% of consumers said they were average, about 12% of consumers said they were willing, and about 4% of consumers said they were very willing.

In terms of the factors influencing consumer loyalty, according to consumer research data from Shangpu Consulting, in 2019, the factors influencing consumer loyalty in China's driving industry are as follows:

(I) training efficiency

Training efficiency is the evaluation of the time cost of training services provided by driving training institutions by consumers, and it is an important factor affecting consumer loyalty. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less loyal to the training efficiency, with an average score of 2.8 (out of 5). Among them, about 16% of consumers said they were very unwilling, about 32% of consumers said they were unwilling, about 36% of consumers said they were average, about 12% of consumers said they were willing, and about 4% of consumers said they were very willing.

(II) training quality

The quality of training is the evaluation of the professionalism, effectiveness, safety and satisfaction of the training services provided by the driving training institutions, and it is an important factor affecting the loyalty of consumers. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less loyal to the quality of training, with an average score of 3.0 (out of 5). Among them, about 12% of consumers said they were very unwilling, about 24% of consumers said they were unwilling, about 48% of consumers said they were average, about 12% of consumers said they were willing, and about 4% of consumers said they were very willing.

(III) Training Price

Training price is the evaluation of the price level and cost performance of training services provided by driving training institutions, and it is an important factor affecting consumer loyalty. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less loyal to the training price, with an average score of 3.2 (out of 5). Among them, about 8% of consumers said they were very unwilling, about 24% of consumers said they were unwilling, about 48% of consumers said they were average, about 16% of consumers said they were willing, and about 4% of consumers said they were very willing.

(IV) training convenience

Training convenience is the evaluation of the convenience of the time, place and method of training services provided by driving training institutions, and it is an important factor affecting consumer loyalty. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry were less loyal to the convenience of training, with an average score of 3.4 (out of 5). Among them, about 8% of consumers said they were very unwilling, about 16% of consumers said they were unwilling, about 48% of consumers said they were average, about 24% of consumers said they were willing, and about 4% of consumers said they were very willing.

(V) training personalization

Personalization of training is the evaluation of the differentiation, customization and humanization of the training services provided by driving training institutions, which is an important factor affecting consumer loyalty. According to the consumer survey data of Shangpu Consulting Company, in 2019, consumers in China's driving training industry have low loyalty to personalized training, with an average score of 3.6 (out of 5). Among them, about 4% of consumers said they were very unwilling, about 12% of consumers said they were unwilling, about 52% of consumers said they were average, about 28% of consumers said they were willing, and about 4% of consumers said they were very willing.

7. Industry Development Trend Analysis

According to the industry research report of Shangpu Consulting, from 2020 to 2024, the development trend of China's driving training industry mainly has the following aspects:

(I) policy standardization

Policy standardization refers to the management and supervision of the driving training industry by government departments to protect the healthy development of the driving training industry and the legitimate rights and interests of consumers. From 2020 to 2024, China's government departments will further improve the laws and regulations, standards and norms, industry access, market supervision and other aspects of the driving training industry, and promote the standardization, standardization, transparency and fairness of the driving training industry. For example, in 2020, the Ministry of Transport issued the ''Administrative Measures for Motor Vehicle Driving Training (Draft for Comment) '', which provides conditions for the establishment of driving training institutions, training content, training methods, training quality, training price, training safety, etc. Clear regulations provide a legal basis and institutional guarantee for the development of the driving training industry.

(II) technology innovation

Technological innovation refers to the use of Internet, big data, artificial intelligence and other technologies by driving training institutions to innovate and improve the content, form, method and technology of driving training service, so as to improve the efficiency, quality, convenience and personalization of driving training service. From 2020 to 2024, China's driving training institutions will increase investment and efforts in technological innovation to promote the intelligence, digitization, networking and simulation of driving training services. For example, Internet driving training platforms such as Driving School Home, Driving School Yitong and Driver Training Network will continue to improve the online and offline driving training service mode to provide consumers with more convenient, efficient and high-quality driving training experience. Local driving schools such as Beijing Driving School and Shanghai Driving School will continue to introduce and apply intelligent driving test system, intelligent coach system and intelligent student system to provide consumers with more professional, effective and safe driving training teaching.

(III) social change

Social transformation refers to the adjustment and adaptation of the demand, supply and structure of driving training services to meet the requirements of social development and the expectations of consumers under the influence of socio-economic, cultural, environmental and other factors. From 2020 to 2024, China's driving training industry will face the challenges and opportunities of social change, the demand for driving training services will show the characteristics of diversification, personalization and greening, the supply of driving training services will show the characteristics of intensification, specialization and branding, and the structure of driving training services will show the characteristics of segmentation, differentiation and diversification. For example, with the acceleration of my country's urbanization, aging, feminization and other social processes, the driving training industry will face more complex and diverse consumer groups, such as urban white-collar workers, the disabled, the elderly, women, etc. The needs and preferences of driving training services are different. Driving training institutions need to provide driving training services that are more in line with their needs according to different consumer characteristics; with the improvement of my country's economic development, technological progress, environmental protection and other social goals, the driving training industry will face stricter and more efficient market competition. Driving training institutions need to improve their service quality and innovation capabilities, and create more competitive and influential Driving training brands; with the improvement of social conditions such as my country's automobile industry, transportation infrastructure, and driving training test system, the driving training industry will face a broader and diversified market space, driving training institutions need to expand their service scope and content, and develop more rich and diverse driving training services.

8. conclusions and recommendations

Through the analysis of the market scale, competition pattern, consumer demand, satisfaction, loyalty and development trend of China's driving training industry, this paper draws the following conclusions and suggestions:

(I) Conclusion

1. The market scale of my country's driving training industry is relatively large, but the market concentration is low and the competition is fierce. The Internet driving training platform occupies a greater advantage. Local driving schools also have a certain influence. Small cars are the main training models. The number of training people is mainly concentrated in first-tier or new first-tier cities.

2. The consumer demand of my country's driving training industry is relatively high, mainly focusing on training efficiency, training quality, training price, training convenience and training personalization, but consumer satisfaction and loyalty are low, and they are mainly dissatisfied with training efficiency. In terms of training quality, training price and training convenience, training personalization is a relatively satisfactory aspect.

3. The development trend of my country's driving training industry is good, mainly affected by factors such as policy standardization, technological innovation, and social transformation. The demand for driving training services will present the characteristics of diversification, individualization, and greening. The supply will present the characteristics of intensification, specialization, and branding, and the structure of driving training services will present the characteristics of differentiation, differentiation and diversification.

(II) recommendations

1. Driving training institutions should strengthen their own management and norms, abide by relevant laws and regulations, standards and norms, industry access, market supervision and other requirements, improve their service quality and reputation, protect the legitimate rights and interests of consumers, and promote the healthy development of the driving training industry.

2. Driving training institutions should increase their own innovation and investment, use the Internet, big data, artificial intelligence and other technologies to innovate and improve the content, form, method and technology of driving training services, improve the efficiency, quality, convenience and personalization of driving training services, and enhance their competitive advantage and market influence.

3. Driving training institutions should deepen their own research and understanding, pay attention to the changes of social economy, culture, environment and other factors, grasp the changes in the demand, supply and structure of driving training services, and provide driving training services more in line with their needs according to the characteristics, needs and preferences of different consumer groups, so as to enhance consumer satisfaction and loyalty.