中国人的消费观念

中国人的消费观念 At this stage of China's 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'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 psychology 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 China's auto consumption and private consumption gradually started, the future auto consumption market will be more civilians and popular. At the same time, China's auto consumption market is also increasingly fierce competition, the world's major automobile manufacturers have landed in china. In Chinese the fledgling automobile market, manufacturers in addition to pay attention to the quality of the product itself, brand, services, but also to the consumer's 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 demand, 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 China's current price on the market characteristics of the price range for the 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 market attention to price, in the low-end car market, the price is the most important factor. At present, China's 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 more 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 willing to spend money. These customers don't 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 costs 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 sales 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 course, 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, 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 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 example 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 the shell Q Q running is definitely better than the motorcycle more comfortable. Even some two tier cities use QQ as a taxi. Another car that is very similar to QQ is the Chevrolet SPARK produced by SAIC GM wuling. SPARK is a fine quality minicar, which comes from Daewoo in Korea, which is now SPARK produced in China, and imports 70% of its components from korea. But SPARK sales is far less than the QQ sales volume fraction, the reason is that the SPARK initial listing to its consumer group psychological needs for accurate analysis, copy the successful foreign models, and the failure of pricing. Although the SPARK price fall, even once to catch up with the Q Q S P A R car, but the K production capacity due to insufficient supply shortage, dealers can increase selling cars, and manufacturers are disrupting the market supervision behavior has been lax, and even SPARK sales have been on the go. Compared to SPARK, QQ's success lies in a good analysis of the product belongs to the interval and the accurate grasp of consumer demand psychology, to hit the market at a low price. In less than 70 thousand of the low-end market, mainly domestic brands. The imbalance of China's regional economic development determines many cities in the interior of China (especially The answer is 2009-06-11 18:04 There is a large number of low-end consumer groups in tier two or three cities. The continuous economic prosperity and development, stimulate the suburban and rural market of mini cars as production operation tools demand. The continuous improvement of road conditions, especially the increasing of highway mileage of two or three, to promote the car consumption growth. In addition, the energy problem has become increasingly prominent and the fuel tax policy will affect the automobile consumption structure, improve the proportion of car sales. Instead of being used as a means of transportation, these low-end vehicles have also been used as vehicles in some areas or as production materials. This part of consumers are very concerned about the price, maintenance costs and maintenance convenience. 2., the low-end and mid market pay more attention to fashion and cost performance. The purpose of buying cars in low and medium end users is mainly household and some individual businesses, The purpose of buying a car is both domestic, personal and business. The range of consumer income is relatively low, the main occupation is the ordinary white-collar workers, and young consumers in the price range of the proportion of relatively large, they tend to pay more attention to personality, fashion design and high price. In this area the market price model is the best performance of Beijing Hyundai Elantra, 2005 sales exceeded 150 thousand units, in March sales reached 17616 units, the highest. Back, continued selling Elantra, from the development strategy of Beijing modern perspective. For a long time, Beijing has followed the Chinese mentality and maintained a high degree of synchronization with the rest of the world in terms of technology, manufacturing and services. In marketing strategy, to maximize localization, study the cultural outlook of Chinese consumers, answer the supplement, 2009-06-11 18:04 Read, accurately grasp the aesthetic habits of Chinese consumers and demand for car consumption psychology, the introduction of models suitable for the Chinese market. As the more than 100 thousand starting from the Elantra, seize the China consumers in this price range Car Buying in consumer psychology. High allocation, low price, stylish styling, spacious space, just to meet consumer demand for cost-effective and comfortable. As a typical Korean car, the Elantra configuration complete: lock, C D audio, adjustable steering wheel, automatic windows, electrically adjustable rearview mirror, dual airbags, A B S, reversing radar, electric heating seat, on a mid-range economic type of car, it can be said that the others have. But compared with competitors, and some other car configuration, as the Elantra is not bad. The wheelbase of 2610 m Elantra m, can be said to be the same level of the car wheelbase maximum. Front and rear legroom and headroom are satisfactory, plus more than the car wide, the Elantra interior space is very satisfactory. In the external form, the Elantra appearance line harmony, edges and streamline together, make the appearance of the body is compact and smooth, chrome grille vertical lower the center of gravity in the vision, with a strong sense of dash. The interior line is concise, beige color collocation is very fresh, in the center console and door armrest, collocation trim Yaguang metal texture, look very stylish, air-conditioning outlet chrome trim is very good. The Elantra in many details of the deal is a person's 2009-06-11 18:04 Well, from the extensive use of imitation wood and leather materials can be seen on the designer to create a luxurious atmosphere. The overall feeling, a typical three car car shape, both personality and not exaggerated, both traditional and not outdated, both practical and decent, both home and public. In short, the Korean car pursue low price and high configuration characteristics play the most incisive, this is just to meet the Chinese consumers in the price range of the consumption psychology, so in China market has achieved unprecedented success. 3. high attention is paid to the "internal quality and personality grade balance" of Chinese consumption culture and the current stage of economic development based on the judgment, the huge demand for the official car market is facing the transformation, and with the decline in the prices and social consumption capacity, More private consumers will also choose medium and high-end models when buying vehicles. The factor that the official car considers when choosing a vehicle is not the performance of a certain aspect, but the whole quality and after-sale service of the vehicle. At the same time, the survey found that 30 - 45 years of age of new knowledge and professionals have a high knowledge and accomplishment, while enjoying life, they will also be an important part of high-end consumption. In this price range, Guangzhou Honda accord is a good example of sales in 2005, Guangzhou Honda accord sales into the market vehicle sales sixth, sales is the only top ten senior car, only one month in June 2005, Guangzhou Honda accord on the sale of 12117 units for 7 years, the car monthly sales crown. From the sales figures, we can see the position of the Honda accord in its market segment. Accord's success lies in its marketing model. Professor, School of economics and Peking University renowned marketing experts Xue Xu think, from a marketing perspective, with the advantage of dual cluster definition is more accurate, when the car market is still singing all the way, the original brand and low-cost market strategy for convenience, to achieve consumer cluster effect. Use its smooth performance, superior engine technology, perfect 4 S after-sales service system, always to meet the needs of potential consumers psychological. 4. high-end cars focus on brands. At present, high-end cars can be divided into official vehicles, commercial vehicles and private cars according to their uses. In the official car market, the brand image and the government policy fit is an important factor in business car market; at the same time, the pursuit of luxury and government car echoes; in the private car market, pursue the individuation and diversification trend. At this stage, the "official standard" consciousness still affects the consumer's ideas and behavior. The social and economic exchanges between enterprises and government officials are frequent, and the purchasing tendency of official vehicles will inevitably affect the business of buying cars. A large number of government officials who go into business and buy luxury brand cars will also be answered by the official car taken by the former and current government officials. The answer is "2009-06-11 18:05" Ring. Therefore, to a large extent, consumer behavior is greatly affected by public cars. Therefore, although public car market share is small, it is still the battleground of high-end cars. At the same time, the rich and the middle class is growing, according to the latest statistics China Academy of Social Sciences, the middle-income classes China accounted for 19% of the country's population, is expected to 2020, the middle income class is expected to reach about 40%. These people will become potential users of the high-end car market. As high-end cars in the quality, performance, service has reached a high level of requirements and standards, and each has its own characteristics, so the brand's influence has become a consumer and market share of the most important factors. However, the current China consumer awareness of high-end brand is still relatively low, the survey found that Chinese in the minds of consumers, high-end car brand awareness more than 20% only BMW, Audi, Mercedes Benz, Cadillac, Volvo, Lexus and other brands, crown. The loyalty of high-end brands in the minds of Chinese consumers has not yet formed, The vast majority of consumer awareness of high-end brand is still in the brand name and reputation, have a deep understanding of the history, the technology and the background, nor the formation of distinct consumer group classification and brand loyalty. Therefore, at this stage, to strive for high-end car market share of the primary task is to establish a good brand awareness and brand loyalty. The success of the Audi car illustrates the problem. Audi brand is difficult to compare with Mercedes Benz and BMW in the world. But in China is an exception, in China, Audi has become synonymous with luxury cars, in China's luxury car market has an absolute advantage. The concept of "first impressions" and "brand building" and the grasp of the Chinese government car market have made Audi's position in China today. As the only high-end luxury car made in China in the past five years, Audi's market share has reached 90%. 2000, the domestic Audi A6 officially listed, the annual Audi A6 sales reached 16080 vehicles. In 2001, Audi A6 technology upgraded version of the listing, the annual Audi A6 sales reached 28000. In 2002, as many as 23 upgraded new Audi A6 listed, the annual Audi A6 sales reached 34962 vehicles. In 2003, the annual sales of domestic Audi A6 reached 61281. 2004 domestic Audi A6 total sales of 62018 vehicles. 2005 was a relatively tough year for Audi in China, with the repositioning of the A4 and A6 markets, while pressures from other high-end vehicles were unprecedented, but the answer was 2009-06-11 18:05 05 years, Audi brand sales reached 55944. As general manager of FAW Volkswagen sales company, Mr. Li Wu said, Audi brand success in Chinese market indicate by both Chinese and foreign, sincere and effective cooperation, the international high-end brand products in the production and management of Chinese localization can achieve the global quality and level. FAW Volkswagen has become the only mature international luxury brand high-end car manufacturing base, Audi brand has successfully entered the Chinese market, and established a relatively fixed user base. Audi's main user base is noble but unassuming, tasteful, but passionate, consistent with the Audi brand, similar to Audi's global user base. The history of the development of China's automobile industry is not long, compared to the developed countries of automotive technology, culture, consumption and other aspects of the accumulation is not and the west, coupled with China's long history of Chinese thought, reflected in the demand for cars is the psychological aspects of national characteristics, this is the unique phenomenon of China's auto market, is different from western developed countries auto industry market demand, can not copy the mode. Moreover, with the rapid development of China's automobile market, the understanding and demand concept of consumers are changing rapidly. It is very important for the automobile manufacturers to know the consumers' demand psychology and satisfy the demand of the products. The analysis of automobile consumption psychology in China at the present stage will help guide the manufacturers' production behavior, guide the mature consumption concept, and establish a perfect auto market.