白领男性汽车消费行为研究工商管理专业论文.docxVIP

I I 摘要 摘要 我国汽车业在飞速发展，2008 年底私人汽车的保有量达 4173 万辆。私人汽车 消费将成为个人和家庭消费的一个主要消费项目。中国汽车消费者主流是白领阶 层，而其中购车和用车最多的群体是白领男性群体。中国白领男性成为各大汽车 企业争夺的主要目标客户，大部分企业的主打车型也是针对白领男性群体。要有 效的抓住白领男性汽车消费者，就应该从研究白领男性汽车消费行为入手，把握 好市场动态。本文基于这个目的选题，通过查阅资料、阅读文献、个人访谈和问 卷调查等方法来分析白领男性汽车消费行为规律。 本文通过查阅白领男性汽车消费行为有关理论文献，界定白领男性的概念， 分析白领男性的特征、自我概念、消费心理、消费方式和消费文化等特征。在这 个基础上利用对调查问卷和个人访谈收集的数据和资料，对白领男性消费行为做 系统的分析。包括对汽车消费需求确认、收集信息、方案评估、购买决策、购后 行为和汽车消费满意度的分析。最后基于白领男性汽车消费行为提出一些针对白 领男性汽车营销策略。 通过对白领男性汽车消费行为分析发现，白领男性在对汽车需求动机、决策 过程、购后行为上独特的特征。白领男性最关注汽车的品牌、安全性能、汽车外 型三个变量，偏爱德系汽车。在颜色和外型上还是偏重传统，用车上主要是提高 生活品质，带来生活和工作的便利。总的来说白领男性汽车消费比较理性，决策 过程比较复杂。本文还针对白领男性在汽车品牌、产品设计、销售服务、网络营 销等方面提出了相关建议。 关键字：白领男性 汽车消费行为 营销策略 II II Abstract ABSTRACT The automobile industry in china is developing rapidly these years, the number of Private cars amounted to 4173, 0,000. The consumption on car will become a large consumer item for a person or a family. A survey showed that the mainstreams of Chinese auto consumers are the white-collar class, who is likely to buy and use cars than any other groups. Many companies designed new- style cars for the white-collar men so as to attract these most possible consumers. In order to effectively seize the white-collar male consumers, we should analyze and study the consumption behaviors of them. Researches on consumers’ behavior are the basis of marketing. This article is written under the background to make an analysis of the disciplines of male consumers about cars, through looking up information, reading the literature, and making personal interviews and questionnaire surveys, other methods and so on. First, we can make a definition of the white-collar male and analyze their characteristics, life styles, self-concept, and consumption psychology, means, and culture by looking up irrelevant theories and materials. On this basis, using the data and information from questionnaires and personal interviews, we can make a systematic analysis of their consumption behaviors, including the purchasing motivation, the dec