关于消费者购买家用轿车的影响因素研究

关于消费者购买家用轿车的影响因素研究(14000字)
摘  要：作为企业来说，盈利是其生产经营的主要目的之一。随着汽车行业的发展，越来越多的轿车开始进入普通家庭，汽车销售企业对广大消费者的消费心理了解还不够，只有深入了解消费者购买家用轿车的影响因素，提供令消费者满意的产品，企业才能获得成功。本文以相关营销理论为基础，通过对家用轿车拥有者和潜在购买者进行问卷调查和总和分析，结合当今家用车销售现状，从产品、制造商、消费者等方面探索了影响消费者购车的主要因素，给汽车制造及销售企业提供营销策略，使汽车销售企业在市场竞争中取得先机。
关键词：消费者  家用轿车  影响因素

Research on the Influencing Factors of Consumer’s Purchasing Automobile
Abstract：As the enterprise, its production and operation profit is one of the main purposes. Along with the development of automobile industry, more and more cars began to enter the average family,
automobile sales enterprise to consumers, consumer psychology, only know enough understanding consumer buys a family car factors, to provide customer satisfaction products, enterprises can succeed. Based on the related marketing theory as a foundation, through to the family car owners and potential buyers questionnaire survey and analysis, the total sales situation, from family car manufacturers, consumer products, and explored the influence factors of consumers to buy auto manufacturing and selling enterprise provide marketing strategy, make car sales in the market competition of enterprises.