汽車购买决策过程及其影响因素分析.docVIP

摘 要 汽车购买决策过程及其影响因素分析 汽车消费者购买决策过程是介于汽车营销战略与营销结果之间的中间变量。换句话说，营销战略所产生的营销结果是由战略与购买决策过程的交互影响所决定的。因此研究汽车购买决策过程并分析其影响因素能够使汽车企业做出明确的营销决策，制定正确的营销策略，同时也有助于消费者自身做出更明智的购买决策。 本文从论述汽车消费者购买决策过程出发，着重阐述汽车消费者在购买过程中的问题认知，信息收集，购买评价与选择，店铺与选择，购后过程，顾客满意和顾客忠诚等，同时分析整个决策过程中的影响因素，即内部影响和外部影响。最后讨论我国汽车消费市场的发展对策。 关键词：汽车购买决策过程 影响因素分析 发展对策 Abstract The policy decision process of buying the motor vehicle and analyzing the influence elements DAI Yuting (Nanjing Forestry University，Nanjing，210037) The buying policy decision process of the motor vehicle consumer is a changing quantity between the saling strategy and the saling result .Or we can also think the saling result produced by the saling strategy is decided by the effect between the strategy and the buying policy decision process .So researching the policy decision process of buying the motor vehicle and analyzing the influence elements can make the vehicle company decide the clear and definite saling policy decisions ,draw up proper saling tactics .In the meanwhile it is helpful to the consumer making more sensible and wise decision of strategic importance. According to the buying policy decision process of the motor vehicle consumer ,the text expounds the problem recognizing ,the information collecting ,the evaluation and choice of buying ,including the consumer satisfied and faithful in the motor vehicle consumer’s buying process ;then analyzing the influence element in the whole policy decision process ,containing the influence inside and outside ;at last discussing the developing countermeasures in our vehicle consumption market-place. KEYWORDS: The policy decision process of buying the motor vehicle, the influence elements , the developing countermeasures 目 录 前 言 6 第1章 消费者购买决策 7 1.1 消费者购买决策类型 7 1.1.1 名义型决策 8 1.1.2 有限型决策 8 1.1.3 扩大型决策 9 1.2 问题认知 9 1.3. 信息搜集 10 1.4 购买评价与选择 12 1.4.1 消费者如何进行选择 12 1.4.2 评价标准 13 1.5 店铺的选择 14 1.6 购后冲突、顾客满意和顾客忠诚 14 1.6.1 购后冲突 15 1.6.2 购买评价和消费者满意 16 第2章