家用轿车消费者行为研究及企业营销策略-research on consumer behavior of household car and enterprise marketing strategy.docxVIP

中文摘要随着国民经济持续稳定发展，人们收入不断增加，私人轿车消费市场迅速崛 起，己成为轿车市场增长的主流。轿车用户结构的变化对轿车厂商来说是历史的 机遇，轿车厂商应该充分重视这一快速成长的细分市场。随着WTO的进入，市场竞争的日趋激烈，各厂家的产品和技术都趋于同质化， 这对轿车厂商来说是巨大的挑战。产品是可以复制的，但是文化却是不可模仿的。 本文通过对目标轿车消费者市场特征和购买者行为分析，重点从文化的角度来探 讨轿车厂商应该采取怎样的营销策略来影响轿车消费者的购买心理及行为。本文目的就是要提示轿车厂商应充分重视这一快速成长的细分市场价值和 建立文化营销网路。同时基于定量数据和调查分析及理论演绎方法对该细分市场 进行系统的、深入的消费者市场特征及购买行为分析，以期帮助轿车厂商加强与 消费者的沟通，更深入的了解轿车用户购买行为，通过消费者导向来制定并实施 有效的本土化营销策略，提高消费者购车行为的可能性，以赢得市场，创造独具 特色的竞争优势。本文首先分析消费者市场特征是什么?其次研究购买者行为:消费者的行为 模式?购买者行为受哪些因素影响?消费者是怎样做出决策的?然后探讨轿车 厂商针对目标消费者采取怎样的市场运位策略?营销组合策略?本文渐次回答 了这些问题。【关键词】市场特征需求导向文化内涵汽车文化文化营销AbstractWi也 the steady development of national economy and ∞nstant raise of people disposa1 income ，the market share of p臼sonal car rises rapidly and has become 也e mainstream of car market ，The change of c缸∞nsumers structure is a historicalopportunity for c缸 produc邸， and they have to pay great attention to this fast growing market segment ，With the WTO entry ，competition gets increasingly fierce，the great cha1lenge forC缸 produc町s is 也at any products and technology could be imitated except culture。The purpose of this paper is to discuss what kind of marketing strategyωr producers shouldtake toaffect∞nsumersment a1ityandbuyingbehaviorfrom theculturalpoint ofview，based on ana1ysis of car market character and ∞nsumer behaviors ，The paper proposes to hint car producers to pay full attention to the va1ue of this fast growing market segtηent and establish ♀u1tura1 marketing network ，And alsoexpects to help car producers to streng出en communication with consumers and deeply understand buyers behaviors ，with the quantitative and 也eoritica1 ana1ysis on consum町 behaviors ，to implement effective customer-oriented marketing strategy10cally， so as to win the market and create unique ∞mpetitive edge。First1y，thepaperanalyzeswhatis也eωnsumersmarketcharacteristics? Secondly，itstudiesconsumersbuyingbeha叽ors:behaviorpa:忧erns?buyingbehaviors ∞uld be affected by what kind of factors?how do consumers make theirbuying deci