我国私家车市场消费者购买心理与行为研究

我国私家车市场消费者购买心理与行为研究(10000字)
摘  要：消费者心理是一种客观存在的经济现象，有着其特有的活动方式和内在运行规律，因此准确的把握消费者心理，是成功制定产品和销售策略的关键。我国汽车市场容量巨大，但是尚处在起步时期，很多在国外成功的车型到了中国之后出现了水土不服的现象,其原因多是没有很好的把握中国消费者的消费需求心理。本文通过对人群的聚类分析，研究各种不同类型的消费者对家用汽车的不同需求，找出目前我国汽车消费存在问题及未来汽车工业的发展思路，这对于家用汽车生产厂商及汽车销售部门和营销人员了解中国消费者的购车行为具有重要的参考价值。
关键词：汽车市场；汽车消费；消费心理；销售策略；

STUDY ON THE CUSTOMERS’S PSYCHOLOGY AND BEHAVIOR IN OUR CAR MARKET
Abstract：Consumer psychology is an objective economic phenomenon, with its unique way of activities and internal operation rules, so an accurate grasp of consumer psychology, is the successful development of products and marketing strategies of the key. China's auto market is enormous, but still in the initial period, the number of successful models abroad to China in the dessert appeared after the phenomenon, because many are not very good grasp of consumer demand Chinese consumers psychology. Based on the population of the cluster analysis, to study various different types of consumers on the family cars’ different needs, identify current problems and automobile consumption in the developing thought this for family car manufacturers auto sales department and marketers understand the behavior of Chinese consumers, car buyers have important reference value.
Key words：automotive market; car consumption; Consumer Psychology; sales strategy