BMW case study Free Essays

Case went UP on BMW BMW is in the midst of implementing changes to increase its sales and improve its Image in the US market. In this phase BMW should target achieving 100,000 units by the year 1 996 in order to hold a competitive place in the US luxury car market. The mall problem BMW is facing in the US market Is poor customer satisfaction Index which Is negatively affecting the brand Image. We will write a custom essay sample on BMW case study or any similar topic only for you Order Now BMW should concentrate on Improving customer satisfaction by way of investing Into opening Its own exclusive showrooms In key locations in the US which will serve as an example for other dealers to emulate. By Investing In customer experience of buying and owning a BMW car from Its dealers the company can achieve Its target goal and entrench Itself strongly Into the US luxury car market. The goal BMW should strive to achieve Is to sell 100,000 units by end of the year 1996 which translates to about 10% year on year sales growth from the year 1992. This goal also means BMW gets about 8% market share of the luxury automobile sector In the year 1996 considering 3% annual growth rate n the luxury segment. This goal is realistically achievable given that the efforts of the Second Great Opportunity have already started yielding results with a 23% unit sales increase for the year 1992. This is also very important to have this goal in order to keep up the momentum gained by the recent revamped advertising campaigns and strategies implemented. There can be an argument to make the goal as to increase market share to 10% but to achieve this figure the number of unit sales needed is higher than the capacity of BMW to produce vehicles and makes it come close to a ass producer which is clearly not in the Bum’s global strategy. The primary impediment to achieving this goal is the abysmal customer satisfaction score of BMW as given by the JDK Power Consumer Satisfaction Survey which is way behind all of the competitors. This is an indication that though the product itself is brilliant the experience of buying and owning the car leaves a lot to be desired which directly means lesser sales. It sets a trend of negative feedback on the brand image and impacts sales growth. The other impediment of the introduction the new Lincoln Continental Mark VIII model leading to stiffer completion on the sentiments of â€Å"Buy American†, is less of a threat due to the fact that BMW has already started the plan to build a new manufacturing facility in Suppurating , South Carolina, which will be operational by 1995. Buyers of BMW cars as per company records, are from the younger age bracket and are very demanding customers, which directly means that they are harder to satisfy. The primary place of Interaction for a customer Is the dealerships and franchises. They are the face of the company as far as the customer Is concerned and all their experiences of buying and owning a BMW car stems from the dealer they went to. The solution to Improving the customer satisfaction Is best achieved by enhancing the dealer experience. The detailed plans laid out by the â€Å"Integrated BMW Network Development Concept† should be Implemented at the earliest and should be the primary area of Investment for BMW. The effort of putting together the ‘Retail Operations Concept’ with the detailed ‘Dealer Operating System’ (DOS) has already been done but hasn’t been fully implemented yet. BMW across US which can serve as the showpiece of how a showroom and dealer should function as laid out by the DOS. This will go a long way into establishing best practices among the dealers and introduce uniformity in customer experience as the other dealers follow the example set by BMW. Also they should audit the existing dealer network and terminate the underperforming dealerships. All this goes a long way towards increasing customer satisfaction which in turn will lead to direct sales increase. How to cite BMW case study, Free Case study samples

Segmentation, Targeting and Position free essay sample

Strategies for the selection of Marketing All marketing strategy is built on STP Segmentation, Targeting and Position. A company discovers different needs and groups in the marketplace, targets those needs and groups that it can satisfy in a superior way, and then positions its offering so that the target market recognizes the company’s distinctive offering and image (Kotler and Keller, 2006). a) Segmentation, Targeting and Positioning Segmentation A market segment consists of a group of customers who share a similar set of needs and wants (Kotler and Keller, 2006). According to the segmenting consumer markets, we choose to identify the distinct groups of customers on geographic, demographic, psychographic and behavioral. For geographic segmentation, it is dividing the market into different geographical units such as nations, status, regions, counties, cities or neighborhoods. We decide to focus on the markets of Hong Kong because we believe that Hong Kong is a potential market for fresh and healthy food. For demographic segmentation, it is dividing the market into groups on the basis of variables such as age, life cycle, life stage, gender, income, generation, education or social class. We identify that as the well-education, people understand the importance of health, people increase their health conscious and people started moving towards low fat and high fiber products to avoid heart disease and certain types of cancer. For psychographic segmentation, costumers are divided into different group on the basis of personality traits, lifestyle or values. As the improvement of the quality of life in recent year, people pursuing health lifestyle, people want to eat healthily so they care about how much calories and nutrition that they are absorbed. For behavioral segmentation, customers are divided into groups on the basis of their knowledge of, attitude toward, use of, or response to a product. As the change of the knowledge of a product, people know which products are unhealthy so that they can avoid it and choose the healthy products. Based on the above points, we can know that the trend towards being healthy is more and more important. However, people are more and more busy of work, they do not have time to cook for themselves so they always skip the breakfast. There is no doubt that breakfast is very important to our health, so we recommend Garden to create a new line to provide convenience, fresh and healthy food to customers. Targeting After a company has defined market segments, it can enter one or many segments of a given market and should make decision about how many and which customer groups to target (Dibb and Simkin, 1996). The selection of potential customers to whom a business wishes to sell products or services is called targeting. According to the segment marketing, we decide to concentrate the targeting on consumers who have health conscious. There are five patterns of target market selection. They are single-segment concentration, selective specialization, product specialization, market specialization and full market specialization. We choose the single-segment concentration to be the target market selection. That’s means we concentrate the marketing effort on one segment of the market. The firm will develop a product that caters for the needs of that particular group. Positioning Position is the act of designing the company’s offering and image to occupy a distinctive place in the mind of the target market. The goal is to locate the brand in the minds of consumers to maximize the potential benefit to the firm. (Kotler and Keller, 2006). The position of the product is convenience, fresh and healthy food. There are some approaches of position. For attribute, we provide a meal for customers, not only to eat, but also healthy. For benefit, customers can seek the taste, nutrition, good value and freshness. For value, it’s fresh and good for customers healthy. For culture, this can raise the conscious of healthy in the social culture. For personality, the product is on behalf of fresh and health. ) Marketing Mix Strategies The marketing mix is a business tool used in marketing and by marketing professionals. This marketing mix comprises four components namely; Product, Price, Place and Promotion. These four components are popularly known as the 4Ps of marketing mix. Product A product is anything that can be offered to a market satisfy a want or need. Products that marketed can be a ta ngible good or an intangible service. At the heart of a great brand is a great product, product is a key element in the market offering (Needham, Dave, 1996). As product is very important to a company, we focus on the product differentiation strategies. As we are selling fresh and healthy food, we want to make a difference with the other competitors. Many different bakery stores provide a variety of bread and cake to consumer. All the bread has been earlier made by the store and the ingredient of the bread are limited and no choice with fresh vegetable and meat. Therefore, we focus on providing fresh and healthy food. We prepare a variety of bread such as multigrain, wholemeal and rye. These kinds of bread are all high fiber. And also prepare a variety of ingredient such as fresh vegetable, corn, egg, tomato, celery, cucumber, ham, chicken, salmon, tuna and so on. Thus, consumers can choose which bread and ingredient that they wants, then combine to a fresh and health sandwich. Not only provide sandwich, but also drinks. We focus on traditional Chinese drinks such as red date tea, wolfberry tea and so on. These kinds of tea are helps replenish vital essences and improve vision. The other drinks like honey green tea, wheat grass juice drink are also good for health. All the products that we provide are low oil, low fat, low salt and low sugar formula in order to achieve the needs and wants that consumers who have healthy conscious. Price Price is the amount a consumers pays for the product. The price is very important as it determines the companys profit and hence, survival. Adjusting the price has a profound impact on the marketing strategy, and depending on the price elasticity of the product, often it will affect the demand and sales as well. The marketer should set a price that complements the other elements of the marketing mix (Needham, Dave, 1996). As the price will affect the profit and sales, it is important to us to work out the price strategies. As we are not provide a fixed product, it depends on how many ingredient consumers choose, so we want to set a price by each ingredient. Firstly, we set the maximum current profit as our pricing objective so that we can estimate the demand and costs associated with alternative prices and choose the price produces maximum current profit, cash flow, or rate of return on investment. Then we select the markup pricing as our pricing method so that we can add a standard markup to the product’s cost for profit. Thus, it is easy and uncomplicated for us to formulate the selling price. Place The marketing channels are sets of interdependent organizations involved in the process of making a product or service available for use or consumption (Kotler and Keller, 2006). The producer and the final consumers are part of every channel. As we are selling directly to the final consumers, we are on a zero-level channel, this is also known as direct-marketing channel. Place refers to providing the product at a place which is convenient for consumers to access. As we are selling products to consumers directly, we want to located our shop at convenient place such as alongside the railway or near a business park, for example, most of the consumers are likely to be office workers or students, they are hurry to work, to school and no time to prepare their breakfast, so located near the railway or business park is convenient for consumers dropping in for a breakfast, a sandwich during lunch. Promotion Promotion is all of the methods of communication that a marketer may use to provide information to different parties about the product. Promotion comprises elements such as advertising, public relations, personal selling and sales promotion (Needham, Dave, 1996). A successful product should be communicated clearly to the target market, that’s why promotion is an indispensable part. In order to promotion the product and penetrate the market, we suggest to use advertising to impress consumers what our product positioning is. Web-site is also a method to let consumers know more about product. As internet is well developed, social media provide a chance to us, we can connect with consumers through Twitter and Facebook to promote our product. We can create accounts on Twitter and Facebook, then advertise these accounts and encourage consumers to â€Å"Like† or â€Å"Subscribe†. We can use these social media to announce special deals and offer one-time discounts or free item to consumers. In addition, we can provide some sales promotion, such as increase word-of-mouth publicity for our product through free tastings, or create a card to consumers, when they buy our product they can get one chop. When consumers collect ten chops, they can obtain one free product. This can raise the sales in short term and increase the promotion of product. ttp://en. wikipedia. org/wiki/Marketing_mix http://www. buzzle. com/articles/marketing-mix-strategy. html c) Brand Building Strategies Brand is a name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors (Kotler and Keller, 2006). Brands offer a number of benefits to consumers and firms and brands are valuable intangible assets that need to be managed carefully. As brand building can create a strong brand, it is necessary to build and communicate the brand messages. As we want to convey fresh and health as our brand messages, we create a symbol for the new line of Garden. The symbol is combined with original Garden logo and leaves. That’s means we use original Garden bread and add fresh ingredient to combine a fresh and healthy product provide to consumers. The reason we still keep the original logo because the logo already built up a strong brand image to consumers, when they see this logo they will think about the product produce by Garden. And the leaves make consumers think of freshness. A great logo is a key to create the kind of branding that lets our product impress in the minds of our customers.

The Failure Of Integration Essay Research Paper free essay sample

The Failure Of Integration Essay, Research Paper The Failure of Integration Integration is to stop the segregation of and convey into equal rank in society as defined by the Merriam-Webster Dictionary. Personally I believe this end has neer and likely neer will be to the full reached. In the United States there is segregation everyplace. It is non every bit public as it was in history but it still exists in people s heads. If the definition of integrating is true so why are such racist groups such as the Ku Klux Klan still around? They are historically knows for degrading and mortifying the Afro-american race throughout history. How come there are still race offenses happening today? And how come favoritism is so common in the U.S? Frequently being a black male I get discriminated against. I remember one incident when I was walking place from hoops pattern one dark with my best friend Keiji who happens to besides be black. We will write a custom essay sample on The Failure Of Integration Essay Research Paper or any similar topic specifically for you Do Not WasteYour Time HIRE WRITER Only 13.90 / page All of a sudden about three constabulary patrol cars pull up and throw us on the auto, and get down to frolic us down. They said we matched the description of people they are seeking for who robbed a convenience shop. The bull put us both in the back place of the sail R with handlocks on and were inquiring us all sorts of inquiries. After about 20 proceedingss another constabulary patrol car pulls up with two white males in the dorsum who were well different looking than us. The bulls opened the patrol car, un-handcuffed us and told us to acquire the snake pit out of here. I remember another incident here at URI outside of a fraternity. Myself and a twosome of my friends who are besides black tried to travel to a techno party at one. We saw they were allowing people in so we walked up to the door. The cat said they are full right now come back subsequently. We said all right no large trade so we turn and walk off. We stand about merely speaking and we see the same cat allow a group of approximately ten or eleven Caucasians in. Then the following group right after them was approximately seven or eight Caucasians right in to the party. Personally I believe that the lone manner racism will of all time stop and the end of integrating will be achieved is through apprehension and instruction of the job Peoples must recognize that God created all worlds from one twosome non many twosomes of different races. And that the full human race is hence one big extended household. If/When this of all time happens this universe will be a much better topographic point.

Existentialism & Nietzsche essays

Existentialism & Nietzsche essays Existentialism is the title of the set of philosophical ideals that emphasizes the existence of the human being, the lack of meaning and purpose in life, and the solitude of human existence. Existentialism maintains existence precedes essence: this implies that the human being has no essence, no essential self, and is no more than what he is. He is only the sum of life is so far he has created and achieved for himself. Existentialist thinkers are of the view that the metaphysical explanation of existence as given by the traditional schools of philosophy fails to produce satisfactory results. They also maintain that the problem of being ought to take precedence in all philosophical inquiry. Being cannot be made a topic of objective study. Being is revealed to and felt by the human being through his own experience and his situation. So it is maintained existence is the first and central problem. Existentialism stresses the risk, the void of human reality, and admits that the human being is thrown into the world. The world in which pain, frustration, sickness, contempt, and death dominates. It was during the 2nd world war, when Europe found itself in a crisis and faced with death and destruction, that existentialism began to flourish. Thrown into the world, the human being is condemned to be free. The human being must take its freedom of being and the responsibility and guilt of his actions. Each action negates the other possible courses of action and their consequences; so the human being must be accountable without excuse. He must make decisions. There is no significance in this world. One cannot find any purpose in life; his existence is only a contingent fact. His being does not emerge from necessity. If a human rejects the false pretensions, the illusions of his existence having a meaning, he encounters the absurdity and futility of life. The humans role in the world is not predetermined or fixed; ev...

Papper 2 Essay Example | Topics and Well Written Essays - 250 words

Papper 2 - Essay Example The explosion at Deepwater Horizon can be traced back to several key missteps by all the companies involved. Their actions, purposefully or not, changed the lives of many individuals and ultimately deprived them of their fundamental international rights, hence violating their minimal duty and acting in a completely unethical way. In addition, the Deepwater Horizon spill is the exact opposite of the utilitarianism theory, because it actually minimized utility for everyone who was affected. The spill devastated coastal beaches and businesses that relied on tourism and fishing besides being a health hazard. This was unethical because the oil spill caused more harm than good to the society. However, the profits from the BP spills benefited the new wildlife fund. Still referring to the Deepwater Horizon case, an engineer’s responsibility to safety was violated. United States federal report blamed the worst spill in the US history on poor leadership and poor cement job by BP and its engineers. The explosions were as a result of poor risk management, last minute changes to plans, failure to observe and respond to critical indicators, inadequate well control response, and insufficient emergency bridge response training by companies. In relation to the code of ethics view, BP failed to institute safety and risk management policies that would help protect individuals from deprivation. Furthermore, their disaster preparedness plan was poorly

The Creation of Identity through Retail Design and Technology Dissertation

The Creation of Identity through Retail Design and Technology - Dissertation Example When looking at retail shop designs and technology, it can be seen that there is a specific focus on influencing the brand in a positive or negative manner. When the designs and technology are incorporated into the brand to show a sense of identity and the correct qualities, then it makes a difference in how consumers respond to the main trends. More important, there is the ability to create more relationships between the brand, consumer and overall identity of specific components that are a part of the retail store. The purpose of this research study will be to define how the retail design affects brand and how it creates specific associations with those that are interested in a specific product. The first definition provided will be based on creating an understanding of design and how it reflects brand as well as identity. There will then be an analysis which is based on the online and technological aspects of design and a store, such as the framework used for design and the way in which the layout of a website store should reflect the physical presence. This will be followed by creating a unique identity through the use of retail designs, specifically by using colors, layouts and other aspects to show what the store offers.

Tourism Management Efficiency Maximization Model

Tourism Management Efficiency Maximization Model Tourism management efficiency maximization model AHP and Grey Theory Analysis Keywords: AHP, gray theory, tourism management efficiency, maximization model, modeling, analysis. Abstract.  In this paper, we build housing performance evaluation model with AHP to determine the index system of residential properties. And further judgment matrix to determine the weight of each index. At the same time according to the weight of each index, combined with gray relational theory associate degree real residence with an ideal model among the analyzed system will simplify complex issues, the abstract problems concrete, the quantitative results and qualitative analysis of the perfect combination, and provide consumers with a practical assessment tool. Tourist Perception is tourism tourist objects, environmental conditions and other travel information psychological process obtained through the senses travelers. Tourist Perception involves many factors assessment, evaluation is not complete and inaccurate information, determine the comprehensive evaluation of gray for the characteristics of the analytic hierarchy process and gray combination of theoretical tourists were perceived perception evaluation. It analyzes the key factors that influence the perception of tourists, and on this basis, build a tourist perception evaluation system; then AHP to determine the weight of each index weight; final evaluation model based on five main Guilin Tourism Circle Tourism, for example, tourists perceive a comprehensive evaluation. Empirical studies show that the multi-level gray evaluation results obtained tourists perceived objective, reliable and able to provide a basis for decision-making tourism planning, management and marketing. Introduction Extensive tourist behavior research relates to the field, Tourist Perception is one of the important areas. Tourist Perception refers to the tourists through the psychological process of tourism and the tourism objects obtained senses, environmental conditions and other travel information. From the perspective of behavioral geography to study the perception of tourists, contribute to enrich and improve the system of tourism geography research, provide guidance for tourism development and planning, making tourism resources development, tourism product design, development and other aspects of the tourist market work more effective. With house prices rising, the housing problem is peoples lives is an important part. Therefore, evaluation of residential properties becomes increasingly important. However, the problem is very complex house performance evaluation, the system complex relationship between the factors and is constantly changing, yet can not accurately grasp its intrinsic relevant contact, with a certain grayness. In this context the AHP and gray correlation method combine residential properties were evaluated in order to make the evaluation results more scientific and practical. Satie operations research by the famous American family in the early 1970s proposed AHP is a kind of decision-making qualitative analysis and quantitative analysis of the combination of decision makers thought process complex problems can be systematic, modeling , quantitative. This paper uses AHP to establish residential and functional evaluation system to determine the weight of each index. Environmental quality assessment is a comprehensive contribution of various pollution factors of pollution on environmental quality, to be the extent of the merits of environmental quality assessment of environmental systems. Establish an objectively describe the environmental quality of mathematical models, has been an important topic in environmental science. In recent years, despite environmental quality assessment fuzzy comprehensive evaluation method made some progress. However, since this method has some deficiencies. Tourist Perception tourists comprehensive tourism products and services reflect the degree of perception, is affected by several factors, and the link between factors with incomplete, difficult to accurately quantify the kind of multi-layered, complex evaluation problem, consider using AHP comprehensive evaluation, AHP identify systemic problems, high reliability is high, but when the use of expert consultation, easy to grasp the scale are not allowed to lose some information to the new media of Ideological and Political Education challenges. In addition, tourists perceive the evaluation is based on the evaluators personal preferences, cultural background, experience and cognitive experience, it is difficult to exclude many deviations caused by human factors, resulting in the evaluation information provided in the evaluation less accurate, or with gray nature. Tourist Perception Evaluation solve the above information appears in incomplete, inaccurate information is an effective way to put the problem of gray system theory with analytic hierarchy Combination. Grey system theory for inaccurate information, with incomplete analysis system has obvious advantages, and the sample size is not critical requirements. Figure.1 Analytic hierarchy process The Proposed Methodology Multilevel Grey Evaluation Method. Tourist Perception assessment should first analyze the key factors affecting the perception of tourists, build a multi-level hierarchical evaluation index system, using AHP to determine the weight of indicators, the development of standard rating scale evaluation of the last evaluation model based on a comprehensive assessment to determine the value. Evaluation and the importance of the target is different, that have different weights. Using the principle of AHP, inter twenty-two indicators compare pairs of importance to construct judgment matrix, and then re-used method for solving matrix eigenvalues à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹obtained rights. Evaluation is subjective indicators, namely qualitative indicators, qualitative indicators can be achieved through the development of quantitative indicators Grading standards. Gray evaluation weight matrix as follows: (1) Evaluation results are: (2) Evaluation of each layer is determined by the weight of analytic hierarchy process. We chose from the Guilin Tourism Bureau, tourism experts Guilin College of 20 people, according to the scaling theory of AHP qualitative relative importance among the three indexes to compare. Given the relative importance of the different expert opinions vary between indicators, after two rounds of feedback, get the final calibration value comparison between the index and the right to seek re-evaluation of each of these indicators. Figure.2 Multilevel evaluation method The use of multi-level gray evaluation method Tourist Perception initial attempt evaluated. The analytic hierarchy process and gray system theory, to effectively address information Tourist Perception Evaluation appear incomplete and inaccurate information on the issue. Guilin Tourism Circle by empirical study five major tourist destination, results are objective and credible. Overall, the principle of the method is clear, simple calculation, and a small amount of sample required, it is possible for tourists perceive scientific and standardized evaluation provide a useful reference. Of course, this method also has some areas for improvement, such as the selection and improve the evaluation system, a reasonable sample size determination and the like. Mathematical model of gray association.Factor between the two systems, which change with time or different objects and measure the size of the association, known as associate degrees. In the system development process, if the two factors are consistent trends, ie a higher degree of simultaneous changes that can be described as both a high degree of association; on the contrary, lower. Thus, the gray correlation analysis method, based on the degree of similarity or dissimilarity between the trends of factors, namely the gray correlation degree as a method to measure the degree of association between factors. Comparative characteristic behavior of the system to determine the number of reference series and the system behaves column reflect the characteristics of system behavior data sequence, called the reference number of columns. Sequence data composed of factors affecting the behavior of the system, called the comparison sequence. Due to the different systems of physical significance of various factors, resulting in dimensional data is not necessarily the same, is not easy to compare, or comparison is difficult to get the correct conclusion. Therefore, during the gray system analysis, it is generally required to be non-dimensional data processing. Analytic Hierarchy Process above and gray association analysis of steel structure housing, residential and residential masonry structure framework of a comprehensive evaluation of the performance and the degree of correlation obtained with three different ideal residential residential structure between, so as to achieve three different evaluation of the structure of residential properties, advantages and disadvantages compare its performance level. Using AHP and gray correlation method for comprehensive evaluation of residential properties, and residential steel frame and masonry structure residential housing construction comprehensive evaluation of performance, and obtain associate degrees in three different structures between residential housing over the same . It can be seen that the AHP and gray correlation combine residential properties were evaluated, taking into account not only of each index in the whole impact factor, but also to achieve the degree of association between actual residence with the ideal model of analysis, and quantitative results qualitative analysis of the perfect combination to make the evaluation results more reasonable, more scientific and practical. Thereby providing useful information for the real estate development, but also for consumers instructive. Gray clustering method.Cluster analysis is to determine quantitatively using mathematical clustering Relationships between objects will be one kind of typing class of multivariate analysis method of gray cluster clustering is a common method of introduction of whitening function to generate gray theory is formed is a poly Whiting class object for different clusters indicators have, according to some kind of gray summarize, we put forward a number of whitening function green gray become the basis for a new clustering methods. Grey clustering method generally includes the following aspects: (1) cluster sample, determine the number of indicators and whitening; (2) determine the gray class division; (3) the number and normalized Albino gray class; (4) Albino determine the function; (5) the right to strike clustering; (6) to calculate the clustering coefficient; (7) clusters. Each sample has a corresponding coefficient for each cluster of Environmental Quality rating (gray type). In the clustering coefficient, usually gray clustering method is based on the maximum value of the coefficient is the level corresponding to the level of the sample belongs to . Grey Decision.Grey situation decision refers to the decision contains a gray element as environmental quality assessment system environment, it can be evaluated or evaluation factors deemed gray element, the environmental system as an event, different environmental quality level response, through decision analysis to determine the optimal situation, it is the level corresponding environmental evaluation. Grey decision steps are summarized below. The situation with the situation in the matrix structure; Seeking objective measures of efficacy; Multi-objective decision making; The decision-making process, that is based on the performance of each projects objectives, the selection of the maximum measure yuan, and according to the maximum measure to determine the optimal situation. Evaluation of results using different methods to the same sample of gray very different; the evaluation results and the method of gray correlation method of gray situation given the low resolution; high-resolution gray clustering method. Cause of these results, the study suggests that in the course of the first two evaluation methods used in processing right for each pollution factor; while the latter introduced the idea of à ¢Ã¢â€š ¬Ã¢â‚¬ ¹Ãƒ ¢Ã¢â€š ¬Ã¢â‚¬ ¹different weights (the right to strike clustering process). In response to these phenomena, make the following improvements. Taking into account the different pollutants, different standard values, and sometimes the absolute value of the difference is large, the level of different effects of different concentration of pollutants on the quality of the environment. Therefore, this article on the method of gray correlation method and medium gray situation related to strike the right and a method of making the right to a reasonable improvement, according to the proposed pollutant exceedances (pollutants measured concentrations and the ratio of the standard limits) of each point (k = 1,2, n) weighted correlation coefficient, then calculate correlation, based on the quality level of the size of the correlation degree determine samples (process weighted gray situation similar to this Act). Taking into account (a) a level range of the right upper (lower) weight each has a contribution to make to judge quality level shall be determined in accordance with a level greater than the sum of the principles of classification. Conclusion Grey theory consistent evaluation methods Evaluation and comparison of evaluation results improved due to take into account the interrelated nature of different weights of thought and comprehensive weight values, the method can overcome the false otherwise arise. Improved Grey Theory Evaluation law on environmental quality to evaluate not only feasible, but the results more credible, more realistic. using multilevel gray evaluation method tourist perception initial attempt evaluated. The analytic hierarchy process and gray system theory, to effectively address information Tourist Perception Evaluation appear incomplete and inaccurate information on the issue. Guilin Tourism Circle by empirical study five major tourist destination, results are objective and credible. Overall, the principle of the method is clear, simple calculation, and a small amount of sample required, it is possible for tourists perceive scientific and standardized evaluation provide a useful reference. Of course, this method also has some areas for improvement, such as the selection and improve the evaluation system, a reasonable sample size determination and the like.