中国80后消费者汽车购买行为研究

发布时间：2018-03-16 03:30

本文选题：80后消费者　切入点：汽车　出处：《武汉理工大学》2013年硕士论文　论文类型：学位论文

【摘要】：目前学者对80后消费者汽车购买行为的研究还处在初步阶段,大多是描述性的文章,而且针对80后消费者汽车购买行为的研究也很有限,论文以中国80后为研究对象,有一定的理论意义。80后消费者伴随着中国改革开放成长起来,受到中西方文化的洗礼,有着不同于以往任何一代人的价值观和生活方式,80后消费者正逐渐主宰着未来几十年的汽车消费市场,所以他们的消费观念也会有着很大的差异,对80后消费者的汽车购买行为研究有很强的现实意义。本论文首先介绍了选题背景、选题动机、研究目的、研究意义、研究方法、研究路线和研究框架,其次,整体介绍了市场细分理论、生活形态理论、80后消费者概况和汽车网络营销理论,其中,市场细分理论介绍了市场细分的概念,市场细分的变量和程序；生活形态理论介绍了生活形态的概念和生活形态的测量方法;80后消费者概况介绍了80后的概念、80后消费者的消费行为特征和心理特征；汽车网络营销理论介绍了汽车网络营销研究现状和汽车网络营销存在的问题。再次,根据80后消费者特点,本论文设计了研究的实证模型和研究变量,根据研究需要,提出研究假设,然后根据研究变量设计调查问卷和实施问卷调查。然后,根据搜集的数据采用信度分析、因子分析、聚类分析、频次分析、列联表分析和卡方检验对数据进行整理。经过研究,本论文把80后消费者分为四个群体：新潮品味族群、传统家庭族群、自我实现族群和平和安稳族群。各个细分市场在年龄、地域、职业、收入、购买动机、信息来源、产品属性偏好和购买价格上有显著差异,而在消费者性别、受教育程度、婚姻状况、购买渠道、购买品牌和购买时间上无显著差异。论文最后总结了四个细分市场消费者的购买行为特点,并针对各个细分市场的特点和差异性,提出针对性的价格策略、产品策略、分销策略和促销策略,给厂商和经销商一个简单的参考。并依据研究中遇到的问题和本论文的不足提出改进意见和方法。本论文结合了适合80后消费者的生活形态变量和80后消费者的价值观变量对消费者进行细分,构建出更加合理有效的汽车购买行为模型,是对80后消费者行为研究的补充。
[Abstract]:At present, the research on automobile purchase behavior of post-80s consumers is still in the initial stage, most of them are descriptive articles, and the research on the post-80s consumer car purchase behavior is also very limited. The post-80s consumers have grown up with China's reform and opening up and have been baptized by Chinese and Western cultures. With values and lifestyles that are different from those of any previous generation, post-80s consumers are gradually dominating the automotive consumer market for decades to come, so their consumption ideas will also vary greatly. It is of great practical significance to study the automobile purchase behavior of post-80s consumers. This paper firstly introduces the background, motivation, purpose, significance, method, route and framework of the research. Secondly, it introduces the theory of market segmentation as a whole. Life form theory, post-80s consumer profile and automobile network marketing theory, among which, market segmentation theory introduces the concept of market segmentation, market segmentation variables and procedures; The theory of life form introduces the concept of life form and the measuring method of life form, and the post-80s consumer introduces the concept of post-80s, consumer behavior characteristics and psychological characteristics of post-80s consumer. Thirdly, according to the characteristics of post-80s consumers, this paper designs the empirical model and research variables, according to the needs of the research. Then, according to the data collected, reliability analysis, factor analysis, cluster analysis, frequency analysis are used. Column table analysis and chi-square test to collate the data. After the research, this paper divides the post-80s consumers into four groups: trendy taste group, traditional family group, self-actualization group, peace and stability group, each subdivision market in age, region, occupation, income, purchase motivation. There are significant differences in information sources, product attribute preferences and purchase prices, but in consumer gender, education, marital status, purchasing channels, There is no significant difference between the purchase brand and the purchase time. Finally, the paper summarizes the characteristics of the purchasing behavior of the consumers in the four sub-market segments, and puts forward the targeted price strategy and product strategy according to the characteristics and differences of each sub-market. The distribution strategy and the promotion strategy give manufacturers and distributors a simple reference, and according to the problems encountered in the study and the shortcomings of this paper, put forward the improvement suggestions and methods. This paper combines the life form variables of post-80s consumers and the values variables of post-80s consumers to subdivide consumers, and build a more reasonable and effective model of automobile purchase behavior, which is a supplement to the post-80s consumer behavior research.
【学位授予单位】：武汉理工大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F713.55;F426.471

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