大学生未来汽车消费特征初探——以成都地区为例资料.docVIP

大学生未来汽车消费特征初探——以成都地区为例 作者：赵良 专业班级：2010070403 指导教师：马丽芳 摘要 目前中国的购车人群主要集中在70后及80后，而未来5至10年的购车群体将向正在读大学的90后群体转移。90后群体受成长环境、经济因素、教育背景等因素影响，其消费观念和其他人群大有不同。因此，了解他们的未来购车特征对于汽车厂商在营销策略和发展战略上的选择具有较强的现实意义。 本文通过网络调查方式对大学生汽车品牌观念、信息获取渠道、注重产品特点、未来购车计划等方面向成都7所高校学生发放调查问卷，最终收回有效问卷344份。通过实证研究的方法初步得出成都90后大学生在未来汽车消费环境中的消费特征，最终给予汽车厂商相应对策建议。 研究发现，成都地区大学生在毕业后短中期内具备较强的消费意愿，在影响购车行为的14个主要因素中，通过对其打分排在前三位的是安全配置、舒适配置和操控。由于缺乏消费经验，大学生们还未树立起汽车品牌的忠诚度。另外，他们也看好新能源车和车联网技术的发展前景。 关键词：汽车消费；大学生；消费特征；对策建议 Analysis on Future Automobile Consumption Feature pre-test of College Students ——In Chengdu area as an example Abstract: Chinas car consumers are mainly concentrated in 70s and 80s at present. And buyers will transfer to the post-1990s generation who are now at universities the next 5-10 years. The post-1990s generation is affected by the growing environment, economic factors, educational background and other factors. So their consumer attitudes are very different from others. Therefore, understanding their future car features for auto makers in choosing a marketing strategy and development strategy has strong practical significance. In this paper, through the network survey on College Students car brand concept, access to information, pay attention to product features, future plans to purchase a car, I gave 7 Chengdu Universities students questionnaire. Eventually 344 effective questionnaires were taken back. Through this investigation can draw consumption features in the future car consumption environment of Chengdu post-90s College Students for giving the car manufacturers some countermeasures finally, through empirical research methods. Study found that Chengdu college students after graduation have strong willingness to spend in the short term, in the main factors influencing the purchasing behavior of 14, based on the score in the top three security configuration, configuration and control. Because of the lack of consumption experience, college students have not yet set up brand loyalty. In additi