C4J3V*~ (consumer desire to buy a car is affected, the income level of our consumers, according to the income level of most people can not afford to buy cars, even afford to buy the car can't afford it. This makes China has quite many consumers to buy a car can only be to think about. In this case, their desire to purchase a car nature will not be strong. Rice network - Hangzhou college network chief media Ume ­ rbz+s%YDk-Q (L

}Y UY2D ­ H (effect of W on the other hand, consumers on car buying desire but also by the specific consumption concept. At present, most of the domestic automobile consumer consumption concept is still very backward, which can be summarized into two aspects: one is the consumption of automobiles on the identity of the position. This concept car as the symbol consumption status. One is the consumption of automobiles as "excessive consumption" or a "fashion". This concept does not consider what purpose they come from a herd mentality, which plays a bigger role. Because these backward consumption concept, lead to some consumers have stronger auto consumption desire, although they haven't enough money to buy a car.

In order to improve consumer desire to buy, in the final analysis is to raise the income level of consumers. Only when a consumer's income rises to a certain level, he will have the desire to buy. However unlikely in the income level of short-term rapid development, to raise another effective way to consumer's purchase desire is to change consumer car consumption concept, to guide the consumer car through the guide the consumer concept of automobile consumption. Can also through the car rental business car rental or by installments to buy a car, so as to stimulate consumer desire to buy, want to have. Chrysler President Iacocca in twentieth Century 60 years just to take over the company, is the way to the company's market share growth.

 

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ARv KW  Determinants of consumer purchasing power is the most direct income level, income level is not the only factor but decided to consumers have no ability to buy a car. In the Chinese automobile consumer income level is limited and the automobile consumption grades did not decrease the case can see it. Rice network - Hangzhou college network chief media

 

Then, the current income level of China's consumers, most of the purchasing power of consumers will be how? Through the investigation and data analysis, one of the most popular cars consumers concerned about one hundred thousand yuan to one hundred and fifty thousand yuan car close to 40% of the total, the taxi demand in the 18 - 200000. In addition, the price of ninety thousand yuan accounted for 22%; one hundred and fifty thousand yuan to two hundred thousand yuan accounted for 19%, two hundred thousand yuan to three hundred thousand yuan accounted for 12% - 15%, more than three hundred thousand yuan accounted for 8%. These data can generally reflect the current China automobile consumer purchase ability.

Consumer purchase ability to the automobile, blindly cut prices to cater to consumer purchasing power is not go on for long, but the actual conditions in the present stage, we might as well from the consumer's point of view, as long as the manufacturers to produce automotive products consumers need a low price, good performance, excellent after sale service marketable, so as to stimulate automobile consumption is a good method, this also from the side improve consumers "purchasing power". Moreover, Chinese after joining the WTO, the non bank financial institutions in foreign countries can provide loan services at home, it would also enhance the consumer to buy a car, although it is a kind of consumer loans.

 

 

 

 

 

 

Q: what kind of car?

   With the development of economy, increasing household income, the car has gradually entered the family. In many brands of the automotive industry, whether consumers needs what kind of car, will choose what kind of car? Automobile production enterprises should formulate the marketing strategy of auto what kind? These problems, only by understanding the automobile consumer demand, to produce products that meet consumer demand, in line with consumer demand to provide service, can we truly achieve the purpose of automobile marketing.
The modern automobile consumption demand refers to the automobile consumers on car brand, quality, service and other aspects of demand.

One, brand, quality requirements and the automobile http://www.imhr.net marketing strategy
At present, the automobile market is very broad, various brands of a superb collection of beautiful things. In many brands of car brand, consumers will have what kind of demand for car brand, quality?
The demand and marketing strategy of brand 1. According to Chinese quantity issued biggest automotive media "riders report" survey report shows, 2007 Chinese automobile market has three major changes, the first change is no longer in the price for the consumer purchase a car only, but consider the brand, price of two factors. The survey found, 60% of consumers are attached to the car brand in the purchase a car when. A good brand of automobile consumers preferred target. Because, in the minds of consumers, brand is the quality assurance, the credibility of. Such as mass, Honda, Toyota, Ford old brand cars, has become the automobile consumers first consider the brand, even the price is more expensive, many consumers still love them. These instructions, good car brand plays a very important role in automobile marketing. http://www.imhr.net
/w2. on the vehicle security configuration needs and marketing strategy. At present, because of the difference of inadequate facilities, our country road traffic facilities and traffic management is not perfect enough, the driver of the car technology level and so on, such as bumps in the running of the inevitably, even the traffic accidents. Therefore, consumers in the car in the process, will make the automotive security configuration on an important position, seeking legislation can be purchased as a safe car. As carmakers, should pay more attention to the design of automobile safety, such as safety steam air bag is arranged, braking system design, provide a safety car for consumers.
3 for automotive fuel consumption demand and marketing strategy. The car consumers purchase a car, car fuel consumption expenditure is the most automobile consumption, is often very intuitive consumption. Therefore, consumers in the purchase a car in the process, is a very important factor in consideration of consumption demand of the car. This requires, automobile production enterprises in the R & D products in the energy saving, fuel-efficient cars as an important task, and strive to produce economical and fuel-efficient cars.
4 for the appearance of the car, the interior design demand and marketing strategy. Most China consumers like smooth lines, the appearance of the atmosphere of the car, this car meets the aesthetic view Chinese consumer, will attract more consumers. In the interior design, and strive to pleasure and comfort, simple and generous, especially in the space requirements, the requirements of comfort and generous, have enough can accommodate 5 people interior space, can embody humanization design thoughtful, this kind of style with China small family car demand. This requires, automobile production enterprises in the R & D products, to design to meet the practical vehicle consumer consumption concept.
For consumers on car brand, safety, fuel consumption, appearance, interior demand, as car manufacturers to meet one one is more difficult, but in any case, in the design of automobile product, should be asked to consider these factors, and strive to build to meet consumer demand for cars, so the automobile production enterprises to do strong, big. At present, several major brands international has rich connotation and extension, the German car rigorous and luxury, romantic and fashion, the French car British car of noble and classic, Japanese cars and smart, America automobile air and comfortable...... The world brand, automobile, not only is a kind of functional description, it is the most concentrated expression of the culture of these countries.

 
Two, car prices and car marketing strategy
To buy what the price of the car, is an important problem in automobile consumer consideration. From the history of developed countries, in the family car into the process, income and price plays a decisive role in the family; the pioneer models is often has the advantages of simple structure, low price models. According to this phenomenon, many people think that the popularity of domestic cars and start from the micro car cheap, but most of the domestic automobile production along the path to development. This kind of marketing pattern, early in the development of automobile production enterprises may play a certain role, but in the long run, the effect is not ideal. The automobile production enterprises should produce what the price of the car, can be more suited to the needs of consumers?
In the aspect of car price factors, unstable car prices will be on the car sales, produce certain effect. Along with the automobile market competition is increasingly fierce, various brands of the price is can hardly be avoided, but frequent price cuts, not to hurt the brand, but also allows customers to lose confidence in the enterprise, every car prices, is to purchase a car consumers. Consumers face fluctuations in the price of the automobile market in wait-and-see state, leading to "Chibidaigou" phenomenon, affect the sales of motor vehicles. This requires, automobile enterprises must carry out in-depth research on the target consumers, competition environment, using a step in the price strategy, and it is necessary to eradicate the increase sales phenomenon. If the competition is drastic environmental changes, have cut prices, automobile enterprises did not grasp the favorable opportunity and reduction, step in place, but not frequent price cuts. Long periods of price stability will make the customer trust, customer economic interests without loss, increase brand reputation.

Three, service and marketing strategy
Nowadays, people oriented product marketing services ", service first" marketing strategy, has become the mainstream of the times. As the automobile consumer demand is enthusiastic, thoughtful pre-sale service of sale service, timely after sale service. However, the reality of marketing, not at all, and even affect marketing.
Four, after sale service demand and marketing strategy

   The car is a relatively high technological content of products, quality problems can hardly be avoided, but the novice will inevitably be bumps. Face this kind of situation, the consumer demand is timely after sale service, hope that a problem can be solved satisfactory.

Other.

Full consideration to the product design, the size of the space and energy saving and environmental protection etc..

 

Dynamic fashion, become the mainstream design elements

 

From the other, the past Chinese consumers of traditional three car product preference, began to be diversified preference replaced, hatchback   Car, travel car, MPV, SUV and three car hatchback design is welcome. Hatchback has completely Chinese consumer acceptance, the past will hatchback line car three age has gone for ever. Future application of motion, the fashionable element will gradually favored by consumers.

 

Study on UNI model: control, safety, comfort, freedom and individuality is the driving China mid-range sedan market is the most important consumer demand.

 

On the large scale preferences remain

 

The details of the design is particularly important configuration and equipment of the vehicle: a specially designed mobile phone box placed mobile phone. The glasses box design, also need to adapt to the now widely used in arc frame adjustment. SBC Sensotronic Brake Control System, designed for city traffic and design, in the red light to wait and traffic congestion, without shifting operation, makes driving easier. Driving assistant system of this equipment in a luxury car, become an important selling point to attract consumers.

 

Individual automobile consumer demand began to appear

Consumer demand for the pursuit of personalized reflected not only in product design, also reflected in the psychological needs of consumers personalized fit, so personalized design is not equal to the unique shape, highlight the personality of the brand that can meet consumer demand for personalized needs.

The concept of environmental protection will soon translate into actual purchase of hybrid vehicles

But at the cost of not decline, hybrid for consumers is more of a concept, shape and the influence of the brand is very important, at the same time, fuel consumption indicators will become the consumer choice standard hybrid, the hybrid car market early, an important reason for environmental protection is the concept of consumer choice.

 

Automotive interior disparities in pay attention to consumer demand

The survey shows that most consumers tend to leather interiors, compared with other materials, leather more resilient, more comfortable, but the price is also the most expensive, beyond the affordability of many consumers. Inclined to cloth and wood material consumers less, but the cloth and wood price is not high, easy for consumers to accept.

 

Investigation shows like beige, black and grey interior consumers more, like orange and red interior consumers less. With the interior more and more consumers value, manufacturers should be in the interior workmanship and color more efforts. For example, black for commercial vehicles, beige suits the family car. The other manufacturers can provide with interior colors, such as brown and beige with, prevent the single color, meet the needs of different consumers.

 

Investigation shows that the majority of consumers love double color dashboard, few consumers monochromatic instrument. Compared with the monochromator green units, double color instrument panel color collocation, harmonious and eye-catching, more easy to win the favor of consumer.

 

Investigation shows that, about 100000 of the cars, many brands, consumers are not about which brand of interior showed a clear tendency, but consumers and Tianyu to Fu beautiful interior recognition is not high, need to cause the attention of manufacturers. In addition to older consumers prefer the Excelle and corolla interior; younger consumers prefer the Bora and Fawkes interior.

 

In short, consumers are increasingly value the car interior. Automotive interior has become one of the standard car consumers, manufacturers need to cause the attention.

 

Consumption demand of domestic auto market diversification

"2008 domestic car market more diversified consumption demand." Through the first half of the auto market performance, relative to the low end market "price is heavy", mid market "price than" consideration ", in the high-end market demand for personalized performance first" is increasingly obvious.
     
        Many consumers have said, with respect to the impact of price factors, they pay more attention to enhance the Qashqai can bring you a taste of life.

 

   The introduction of high performance crossover models in domestic market truly from the appearance and performance of the sedan and SUV many features a perfect fusion, is shaking the emotion and reason of the purchase a car consumer psychology. Can foreknow, performance winning Qashqai represented, laid a cross-border car this segment of the market position in the success, the domestic high-end car city is the initiation of new vigor and vitality!

 

Mining the emotional needs of consumers

   A new car sells well, depends on many factors, such as brand reputation, pricing, channels, marketing ability level, any factors are likely to play a key role in. Of course, these factors are the external, apply a statement, which belongs to the "acquired", is also the manufacturer can be changed by various techniques. However, we also don't forget, a new "congenital" factor is also very important, such as brand origin, appearance, technology, configuration, if the foundation is not good, the equivalent of "sack embroidery". So, a new fate and the people are the same, is born is determined, by fate "seven points, three points against the hard", the role of marketing is limited.

 Every automobile manufacturers want to have one or two belongs to the standard suit models, since they are capable of quantitative models, such as the Volkswagen Golf, Toyota corolla, Camry, accord, civic Honda. However, standard suit too much, consumers will purchase a car aesthetic fatigue, and more and more mainstream crowd tends to younger, even in the business, business occasions, they also didn't like compared to sit square, dressed in black suit and tie, contrast, leisure suit more welcome. So, go personalized, movement route models in recent years more and more popular, expanding market share. For example, in the senior car market, the new Regal, platinum Rui Si are loud calls the "sports car" slogan, in sharp contrast with the accord, the Camry as the official business, car concept. In the intermediate car camp, partial to the character, movement of Sagitar, Fawkes, Peugeot 307 models also welcomed.

 

Investigation and Analysis on the demand of consumers purchase a car(Analysis of car city)

1 car, car, the price more consultation.

This investigation shows, to market of consumers purchase a car although have ideas, but clearly to the market is to buy only to be consumer survey of 16%; more consumers to the market to not want to buy a car, but only to see, this part of consumers accounted for 36%; and to the market is the most consulting the car changes in the price of the consumer, accounted for the total number of consumers in the market to 48%. From the feedback we not ugly in car city popularity explosion as did some of the industry and the media sources said it is defiant, popularity is look more, buy less, especially the unfair treatment, some of the price adjustment after the vehicle sales, while other prices did not adjust models are selling more difficult, consumers cash purchase phenomenon eased but is still far from fully thawed.

 

2 import car prices, have a significant impact on consumers

   Investigation revealed plans to buy a car made the proportion of consumers has changed significantly, from the previous survey of 75% down to 58%, while the import car purchase ratio is unchanged at 24%, but there were 18% of consumers in the purchase of domestic cars began to shilly-shally or imported car. And surveys show a substantial price 58% of consumers recognize import car cut increased its purchase of imported cars.

3 of consumers think the import car prices should drop, domestic car will follow the trend of prices

4 the current price is still the first, price will lead to the arrival of the peak purchase

5 one hundred thousand yuan of the following economy car is still the preferred consumer models

　

 

 

 

Survey of consumer demand

 

 

   　　　　

ZSummary:

Summary:

In the consumer psychology matures, the diversification of consumer demand, personalized, emotional, intense competition in the market under the background of the times, automobile enterprises only fully understand the needs of consumers, enhance the value chain and the relationship between consumer, establish a perfect marketing strategy, in order to become 21 century auto industry winners.