汽车行业消费者购买行为分析_汽车购买者行为分析
汽车行业消费者购买行为分析由刀豆文库小编整理，希望给你工作、学习、生活带来方便，猜你可能喜欢“汽车购买者行为分析”。
汽车行业消费者购买行为分析
摘要
随着社会经济的持续快速发展,我国已经摆脱了物资短缺状况,市场环境由卖方市场转为买方市场。如今，处于资本原始阶段的中国汽车营销，一方面有参差不齐的汽车经销商鱼龙混杂，给刚刚起步的汽车市场带来诚信危机，另一方面，汽车厂家咄咄逼人的气势让众多汽车经销商有苦难诉。落后的汽车市场与豪华的汽车专卖店之间的反差，说明了中国汽车营销的畸形发展。随着市场竞争进一步深化，那种在市场火爆时期“打广告就能把车卖出去”的浅度营销越来越不适应市场需要。众多汽车经销商不仅要面对其他品牌的竞争，更要防范相同品牌的蚕食。在此背景下，深度营销，可能就是应对挑战的唯一法宝。深度营销，就是跳出产品的概念，走入消费者的内心。不要只将卖车放在心上，而是要将消费者的需求和感受放在第一位。要围绕汽车生活方式做文章。美国汽车销售大师说的好：“我们不卖车，我们卖的是一种生活方式”。从中国汽车普及率（1.2%）来看,汽车作为一个新兴行业他的发展潜力是巨大的。通过对汽车消费者购买行为的研究从而合理的引导汽车消费者的消费行为无疑对扩大内需和促进经济发展具有重要的意义。本文以现阶段汽车行业消费者购买行为状况为背景，在总结汽车行业消费市场的行为特征下，从影响汽车消费行为的因素和汽车消费市场发展的前景上着手分析，最后得出一些可行性建议，希望对开展汽车市场有一定的帮助。
关键词：汽车消费行为营销
Due to The sustainable development of the social economy, our nation has Get rid of the
material shortage and changed from a Seller's market to a buyer's market.At present, on one
hand ,China Auto Sales, remaining in the capital original stage,has uneven car dealers which brings
the car market credit crisis.On the other hand, auto makers’ aggreive momentum let many
auto dealers have cause suffering.The contrast between the undeveloped auto markets and
luxury car brand shops indicates the abnormal development of the China Auto Sales.With the
increasing competition of the auto market, some shallow marketing methods no longer adapt to recent
market demand.Car dealers not only need to compete with other brands, but more to prevent being
nibbling by some parallel brands.In this condition, the only way to meet the challenge is to make some in-depth marketing, which means to brake away from the tranditional product concept and to learn what
the consumer really need.We should make consumers’ need and feeling top priority rather than
the aims to sale cars.As the saying of Stuker---the US car sales guru, “we don't sell cars, we sell is a way of life”, all attention should be paid to the automobile life style.Some statistics
show that China's auto prevalence rate is 1.2% ,so we can say that as a newly developing
industry ,automobile has great developing potential.According to some analysis on the
automobile purchasing behavior, reasonably guiding the consumers’ purchasing plays a very
important role in extending domestic demand and promoting economic development.This
thesis, coming against a backdrop of the latest cars purchasing condition, sums up some
characteristics of the cars purchasers in the automobile industry and then reaches some
practical advices based on some factors which influence automobile consumption behavior and
the prospect of the auto sales, hoping that it might be helpful in developing cars market.
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