中国人的消费观念.docx

中国人的消费观念.docx

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中国人的消费观念

中国人的消费观念

AtthisstageofChina'sautomobileconsumptionpsychologyanalysisAbstract:

Researchonthepsychologicalneedsofconsumersisanimportantpartofmarketing,accurategraspofconsumerpsychology,isthekeytothesuccessfuldevelopmentofproductsandmarketingstrategies.China'sautomarketisenormous,butstillintheinitialperiod,thephenomenonoftheTheclimatedoesnotsuitone.abroadaftermanysuccessfulmodelstoChinese,becausemanyarenotverygoodgraspofconsumerpsychologydemandChinese.Inthispaper,westudytheautomobileconsumerdemandpsychologyofourcountrythroughthestudyofthecarsalesindifferentpricerangesatthepresentstageoftheautomobilemarket.Keywords:

automobilemarket,consumerpsychology,marketingstrategy,withthepopularityofChina'sautoconsumptionandprivateconsumptiongraduallystarted,thefutureautoconsumptionmarketwillbemoreciviliansandpopular.Atthesametime,China'sautoconsumptionmarketisalsoincreasinglyfiercecompetition,theworld'smajorautomobilemanufacturershavelandedinchina.InChinesethefledglingautomobilemarket,manufacturersinadditiontopayattentiontothequalityoftheproductitself,brand,services,butalsototheconsumer'spsychologicalanalysis,formulatereasonablemarketingstrategy,whichwilldirectlyaffectthesuccessofthesalesamountandthelevelofimportedmodels.Thepriceisanimportantfactoraffectingtheelasticityofdemand,researchonpsychologicalneedsarestartingfromtheprice,thepricerangeofdifferentconsumerdemandisthepsychologicaldifferences,whichrequiresthedemandfordifferentpricerangetostudy.WeaccordingtoChina'scurrentpriceonthemarketcharacteristicsofthepricerangeforthefollowingclassification:

thelow-end

market（30thousand-70thousand）,inthelow-endmarket（70thousand-140thousand）,intheendofthemarket（140thousand-200thousand）,inthehigh-endmarket（200thousand-350thousand）,thehigh-endmarket（morethan350thousand）.1.,thelow-endmarketattentiontoprice,inthelow-endcarmarket,thepriceisthemostimportantfactor.Atpresent,China'spercapitaGDPisabout$1000,anintermediatecarofabout200thousandyuan,almostequalto25timesthepercapitaannualincome.Evenaneconomycarof$80thousandispricedatmorethan10timesthepercapitaannualincome.WhenthepercapitaGDPreachesUS$1000,thatisthecriticalpointofthecarenteringthefamily,andChinahasbasicallyreachedthislevel.Potentialconsumersinthelowerendofthemarketaretheoneswhowanttobuycars,mostofwhomarenotwillingtospendmoney.Thesecustomersdon'thaveahighincome.Inthepurchaseofgoods,istouseaslittlemoneyaspossibletobuyasmuchaspossible,andasfaraspossibletheuseoflowcostgoods.Thedemandforthecaristomeettherequirementsofthedailyuseofthecar,thepurchasecostsandcostsshouldbeaslowaspossible,andforfashionandhigh-techtechnology,cangiveuparewillingtogiveup.Therefore,pricehasbecomethemostimportantfactorforconsumerstoconsiderinthismarket.Hereweusethefigurestoillustratethisproblem,atthetopoftheautomobilesalesin2005,Xialisizetakesall182466unitsintherecordtoppedthelist,theevergreentreeinChineselistednearly20yearsofsmallcarbrandisstillcarcity.SowhywouldXialihavesuchagoodsalesvolume?

ThemainreasonliesinthepriceadvantageofXialiinitsmarketsegment,ofcourse,thepriceisbroad,includingthepriceofthecaritself,butalsoincludeslatemaintenancecosts.

AlthoughXialimodelshavebeenagingformanyyears,butlowfuelconsumption,goodreliability,convenientmaintenance,manyserviceoutlets,creatingaverylowcostofxiali.Onthemarket,XialimodelsmainlyAseriesandBseries,AseriesistheoldparagraphXialismallchange,onlychangedthediamondlightsandnewbumpers,usinganewinterior.Bseriesistheofficialnameof"N3"style,istheolderstyleXialirelativelylargechanges,thefrontfaceandheadlightsandotherdecorativepiecesthantheoldXialihasrelativelylargechanges.Aseriesofpricesmainlyconcentratedin35thousand-48thousandbetween,Bseriesofpricesmainlyconcentratedin40thousand-50thousandbetween,buttheactualsalesoflarge,orrelativelylowpriceAseries.AnotherexampleisCheryQQ,asaleaderinsmalldisplacementmodels,QQsalesin2005morethan100thousandvehicles,reaching116thousandvehicles,anincreaseofnearly1.4times.ThepriceofQQismainlyconcentratedbetween30thousandand50thousand,anditisfashionableinfashionandcompleteinconfiguration.MostpeoplewhobuyQQarejustfortransportation.NowmanycityJinMo,andkeepalowfuelconsumptionQQannualcostthanamotorcyclenotmuchexpensive,andth