中国家庭轿车消费结构的联合分析论文.docVIP

摘要 摘 要 自 2000 年以来，我国汽车消费连续出现爆发式的增长，2009 年中国乘用车 生产和销售首次突破千万大关，分别为 1038.38 万辆和 1033.13 万辆，中国已超 过美国成为世界第一汽车生产和消费大国；但从个体层面来看，截至 2009 年底， 我国汽车保有量为每千人 47 辆，远远低于美国的 1056 辆/千人和日本的 617 辆/ 千人的水平，说明我国汽车工业还处于上升阶段，未来市场前景依然广阔。随着 居民收入水平的提高，汽车消费结构也已经由以前的“公车”消费为主向个人尤 其是家庭轿车消费为主过渡，在国内汽车市场，来自国际和国内的汽车生产企业 立足于个人和家庭的需要，不断更新换代，努力满足消费者需求，市场间的竞争 也日趋激烈。在这样的背景下，研究家庭轿车消费者的选择偏好和消费结构，对 于指导国产自主品牌的发展，有着积极的重要意义。 不同于以往的消费者属性偏好研究集中于定性层面，本论文创造性地应用联 合分析法，从定量的角度研究消费者对家庭轿车关键属性的选择偏好，以此模拟 代表产品的市场占有率，对家庭轿车的消费结构进行描述，一方面为宏观层面的 预测指标提供参考，同时也为生产厂家的营销策略的制定提供依据，使得我国家 庭轿车生产的供给结构、总量与需求平衡；并在此基础上把消费者根据人口统计 变量进行分类，研究不同分组情况下消费者选择是否存在差异，确定不同的细分 市场，并提供相应的产品设计和营销方案。通过本研究，我们认识到当前中国家 庭轿车消费仍处于较为初级的阶段，热销车型也以中低端为主，消费人群也以中 低收入者为主，为国内汽车制造企业的产品设计和营销策略选择提供了理论依据。 关键词：家庭轿车消费结构；联合分析法；消费者选择偏好 V ABSTRACT ABSTRACT Since 2000, Chinas car consumption has maintained an explosive growth. In 2009, Chinese passenger cars’ production volume was 10.3838 million and sales volume was 10.3313 million; they were over ten million for the first time. The numbers are more than the United States’; it shows that China has become the largest country in automobile production and sales. But in the other hand, in the end of 2009, Chinese car ownership was only 47 in each 1000 persons; it was far below the United States, which was 1056 in each 1000 persons, and Japan, which was 617 in each 1000 persons. With the increase of people’s income, the main car consumption has changed from “company car” consumption to private car consumption. In the domestic private car market, car manufacturers, domestic or international, are upgrading their products every day to meet the needs of private car consumers; the competition in this industry becomes fiercer and fiercer. Therefore, doing the research in private car consumption structure and private car consumers’ preferences has a positive significance in guiding the development of domestic private car brands. Unlike the previous study in consumers’ preferences are focused on qualitative levels, this paper use c