中国人的消费观念.docx

1、中国人的消费观念中国人的消费观念At this stage of Chinas automobile consumption psychology analysis Abstract: Research on the psychological needs of consumers is an important part of marketing, accurate grasp of consumer psychology, is the key to the successful development of products and marketing strategies. China

2、s auto market is enormous, but still in the initial period, the phenomenon of the The climate does not suit one. abroad after many successful models to Chinese, because many are not very good grasp of consumer psychology demand Chinese. In this paper, we study the automobile consumer demand psycholo

3、gy of our country through the study of the car sales in different price ranges at the present stage of the automobile market. Key words: automobile market, consumer psychology, marketing strategy, with the popularity of Chinas auto consumption and private consumption gradually started, the future au

4、to consumption market will be more civilians and popular. At the same time, Chinas auto consumption market is also increasingly fierce competition, the worlds major automobile manufacturers have landed in china. In Chinese the fledgling automobile market, manufacturers in addition to pay attention t

5、o the quality of the product itself, brand, services, but also to the consumers psychological analysis, formulate reasonable marketing strategy, which will directly affect the success of the sales amount and the level of imported models. The price is an important factor affecting the elasticity of d

6、emand, research on psychological needs are starting from the price, the price range of different consumer demand is the psychological differences, which requires the demand for different price range to study. We according to Chinas current price on the market characteristics of the price range for t

7、he following classification: the low-end market (30 thousand - 70 thousand), in the low-end market (70 thousand - 140 thousand), in the end of the market (140 thousand - 200 thousand), in the high-end market (200 thousand - 350 thousand), the high-end market (more than 350 thousand). 1., the low-end

8、 market attention to price, in the low-end car market, the price is the most important factor. At present, Chinas per capita GDP is about $1000, an intermediate car of about 200 thousand yuan, almost equal to 25 times the per capita annual income. Even an economy car of $80 thousand is priced at mor

9、e than 10 times the per capita annual income. When the per capita GDP reaches US $1000, that is the critical point of the car entering the family, and China has basically reached this level. Potential consumers in the lower end of the market are the ones who want to buy cars, most of whom are not wi

10、lling to spend money. These customers dont have a high income. In the purchase of goods, is to use as little money as possible to buy as much as possible, and as far as possible the use of low cost goods. The demand for the car is to meet the requirements of the daily use of the car, the purchase co

11、sts and costs should be as low as possible, and for fashion and high-tech technology, can give up are willing to give up. Therefore, price has become the most important factor for consumers to consider in this market. Here we use the figures to illustrate this problem, at the top of the automobile s

12、ales in 2005, Xiali size takes all 182466 units in the record topped the list, the evergreen tree in Chinese listed nearly 20 years of small car brand is still car city. So why would Xiali have such a good sales volume? The main reason lies in the price advantage of Xiali in its market segment, of c

13、ourse, the price is broad, including the price of the car itself, but also includes late maintenance costs. Although Xiali models have been aging for many years, but low fuel consumption, good reliability, convenient maintenance, many service outlets, creating a very low cost of xiali. On the market

14、, Xiali models mainly A series and B series, A series is the old paragraph Xiali small change, only changed the diamond lights and new bumpers, using a new interior. B series is the official name of N 3 style, is the older style Xiali relatively large changes, the front face and headlights and other

15、 decorative pieces than the old Xiali has relatively large changes. A series of prices mainly concentrated in 35 thousand - 48 thousand between, B series of prices mainly concentrated in 40 thousand - 50 thousand between, but the actual sales of large, or relatively low price A series. Another examp

16、le is Chery Q Q, as a leader in small displacement models, Q Q sales in 2005 more than 100 thousand vehicles, reaching 116 thousand vehicles, an increase of nearly 1.4 times. The price of QQ is mainly concentrated between 30 thousand and 50 thousand, and it is fashionable in fashion and complete in configuration. Most people who buy Q Q are just for transportation. Now many city Jin Mo, and keep a low fuel consumption QQ annual cost than a motorcycle not much expensive, and th