中国私人汽车消费动机分析（Analysis of private car consumption motivation in China）.doc

中国私人汽车消费动机分析（Analysis of private car consumption motivation in China） Chinese with the development of the automobile industry and peoples living standards and the increase in the purchasing power of consumers, the consumer demand for private cars China grow with each passing day. However, affected by the Chinese will join WTO and the upcoming new car consumption policy news, many car consumers are still in wait-and-see, domestic sales of private cars is facing a fierce competition in the market, the automobile manufacturers in order to expand or maintain the existing market share, in addition to the need to vigorously improve the quality of products, but also need to deal with changes in the market to implement and improve the corresponding marketing strategy. And the correct marketing strategy formulation, cannot do without the analysis and understanding of the market of consumer motivation. This is the start from the current China automobile consumption environment, the China private car market car consumption motivation made the analysis summary. Chinese car consumption environment 1. automobile consumption of the poor quality of service customer service In Chinese Consumers Association car consumption survey, 59.3% of consumers choose the service as one of the main factors to consider buying a car. Although Chinas automobile industry has more than 40 years of history, but the introduction of foreign capital and foreign automobile manufacturing advanced technology from the beginning of 80s. The last car consumption is almost public consumption, whether from the car sales channels, sales, or car maintenance services, not a complete service system. Later, some enterprises in cooperation with foreign joint venture at the same time, also the introduction and reference of the foreign customer service service model, including the design from the system of training, sales and service personnel to the company service philosophy, chain store sales, maintenance service sta