增购还是换购?—汽车用户、需求解析
Buying One More Car or Changing a New Car? —Analysis of Car Buyers and Their Demands

作者: 姜书琴 , 李亚芳 , 张文静 :东风汽车公司技术中心商品企划部,湖北 武汉;

关键词: 增购换购用户特征用户需求Buying One More Car Changing a New Car Consumer Characteristics The Demands of Car Buyers

摘要:
随着汽车保有量不断提升,中国乘用车市场正逐步由一个成长型市场向成熟市场过度。未来中国增换购市场会成为汽车新的增长点。那么增购和换购人群有什么特征?他们何时会考虑出手买车?再次购车时有何需求?增购和换购车型有何差异?这对于汽车厂商具有重要意义。以往研究着重从增换购这个总体市场去研究分析,而没有再深入分析增购和换购的差异。根据调查结果显示,增购和换购市场用户、需求等都有明显的差异。本文在增换购市场的基础上进行细分,具体研究增购和换购的差异。

Abstract: With the increase of car ownership, passenger cars market of China is in a transition from a growing market to a mature market. Repurchases of passenger cars market will become a new increasing point in China in the future. Then what are the characteristics of repurchase people? When will they repurchase a car? What do they need when they repurchase a car? What are the differences between buying one more car and changing a new car? These questions are important for car manufacturers. Previous studies focused on the overall repurchase market and had no in-depth analysis of the differences between buying one more car and changing a new car. According to the survey results, there are significant differences between buying one more car and changing a new car. So this study focuses on the difference between buying one more car and changing a new car.

文章引用: 姜书琴 , 李亚芳 , 张文静 (2017) 增购还是换购?—汽车用户、需求解析。 现代市场营销, 7, 35-39. doi: 10.12677/MOM.2017.71004

参考文献

[1] 杜金铃, 谢国平, 江智杰. 汽车用户再购行为及对策分析[J]. 汽车纵横, 2015(11): 86-89.

[2] 彭志刚. 汽车销售用户的再购行为分析与对策研究[J]. 科技创新与应用, 2013(35): 271.

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