汽车购买决策过程及其影响因素分析讲解说明（可编辑）.pdfVIP

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

Thepolicydecisionprocessofbuyingthemotorvehicleand

analyzingtheinfluenceelements

DAIYuting

NanjingForestryUniversity,Nanjing,210037Thebuying

policydecisionprocessofthemotorvehicleconsumerisa

changingquantitybetweenthesalingstrategyandthesaling

result.Orwecanalsothinkthesalingresultproducedbythe

salingstrategyisdecidedbytheeffectbetweenthestrategy

andthebuyingpolicydecisionprocess.Soresearchingthe

policydecisionprocessofbuyingthemotorvehicleand

analyzingtheinfluenceelementscanmakethevehiclecompany

decidetheclearanddefinitesalingpolicydecisions,drawup

propersalingtactics.Inthemeanwhileitishelpfultothe

consumermakingmoresensibleandwisedecisionof

strategicimportanceAccordingtothebuyingpolicy

decisionprocessofthemotorvehicleconsumer,thetext

expoundstheproblemrecognizing,theinformation

collecting,theevaluationandchoiceofbuying,including

theconsumer

satisfiedandfaithfulinthemotorvehicleconsumer’s

buyingprocess;thenanalyzingtheinfluenceelementinthe

wholepolicydecisionprocess,containingtheinfluenceinside

andoutside;atlastdiscussingthedevelopingcountermeasures

inourvehicleconsumptionmarket-place.

KEYWORDS:Thepolicydecisionprocess