發(fā)布時間：2018-03-16 03:30

  本文選題：80后消費者　切入點：汽車　出處：《武漢理工大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：目前學(xué)者對80后消費者汽車購買行為的研究還處在初步階段,大多是描述性的文章,而且針對80后消費者汽車購買行為的研究也很有限,論文以中國80后為研究對象,有一定的理論意義。80后消費者伴隨著中國改革開放成長起來,受到中西方文化的洗禮,有著不同于以往任何一代人的價值觀和生活方式,80后消費者正逐漸主宰著未來幾十年的汽車消費市場,所以他們的消費觀念也會有著很大的差異,對80后消費者的汽車購買行為研究有很強(qiáng)的現(xiàn)實意義。 本論文首先介紹了選題背景、選題動機(jī)、研究目的、研究意義、研究方法、研究路線和研究框架,其次,整體介紹了市場細(xì)分理論、生活形態(tài)理論、80后消費者概況和汽車網(wǎng)絡(luò)營銷理論,其中,市場細(xì)分理論介紹了市場細(xì)分的概念,市場細(xì)分的變量和程序；生活形態(tài)理論介紹了生活形態(tài)的概念和生活形態(tài)的測量方法;80后消費者概況介紹了80后的概念、80后消費者的消費行為特征和心理特征；汽車網(wǎng)絡(luò)營銷理論介紹了汽車網(wǎng)絡(luò)營銷研究現(xiàn)狀和汽車網(wǎng)絡(luò)營銷存在的問題。再次,根據(jù)80后消費者特點,本論文設(shè)計了研究的實證模型和研究變量,根據(jù)研究需要,提出研究假設(shè),然后根據(jù)研究變量設(shè)計調(diào)查問卷和實施問卷調(diào)查。然后,根據(jù)搜集的數(shù)據(jù)采用信度分析、因子分析、聚類分析、頻次分析、列聯(lián)表分析和卡方檢驗對數(shù)據(jù)進(jìn)行整理。 經(jīng)過研究,本論文把80后消費者分為四個群體：新潮品味族群、傳統(tǒng)家庭族群、自我實現(xiàn)族群和平和安穩(wěn)族群。各個細(xì)分市場在年齡、地域、職業(yè)、收入、購買動機(jī)、信息來源、產(chǎn)品屬性偏好和購買價格上有顯著差異,而在消費者性別、受教育程度、婚姻狀況、購買渠道、購買品牌和購買時間上無顯著差異。論文最后總結(jié)了四個細(xì)分市場消費者的購買行為特點,并針對各個細(xì)分市場的特點和差異性,提出針對性的價格策略、產(chǎn)品策略、分銷策略和促銷策略,給廠商和經(jīng)銷商一個簡單的參考。并依據(jù)研究中遇到的問題和本論文的不足提出改進(jìn)意見和方法。 本論文結(jié)合了適合80后消費者的生活形態(tài)變量和80后消費者的價值觀變量對消費者進(jìn)行細(xì)分,構(gòu)建出更加合理有效的汽車購買行為模型,是對80后消費者行為研究的補(bǔ)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.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F713.55;F426.471

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本文編號：1618160