雪佛兰轿车中国市场的消费者行为和营销策略

上海交通大学硕士学位论文雪佛兰轿车中国市场的消费者行为和营销策略姓名：姜文杰申请学位级别：硕士专业：工商管理指导教师：周颖20090111200712;3CUSTOMERBEHAVIORANDMARKETINGSTRATEGIESOFCHEVROLETCARINCHINAABSTRACTWiththehealthyandquickdevelopmentofChineseeconomy,CarmarketinChinakeepcontinuousandstablepaceoffurthergrowth.In2007,Chinahadbeenthesecondbiggestcarconsumptionmarketandtheproductioncountry,whichplayanimportantroleintheglobalcarindustry.However,thecarmarketinChinaisbecomingmoreandmorecompetitive,thechangingdemandofconsumersmakemarketingstrategiesbemoreandmoredifficult.ThisthesistakeChevroletcarastheresearchobjective,payfullattentiontothevalueofcustomersandstrengthenthecommunicationwiththem,deeplyunderstandbuyers'behaviors,withthequantitativeandtheoreticalanalysisonconsumerbehaviors,toimplementeffectivecustomer-orientedmarketingstrategieslocally,soastowinthemarketandcreateuniquecompetitiveadvantages.Thisthesisisdividedinto6partsaltogetherThefirstpartintroducesthebackground,thesignificanceofthetopic,thecontentandthemethodsusedinprocessofthestudyThesecondpartsurveyscurrentstatusoftheentireChinesecarmarketandthehistoricaldevelopmentoftheChevroletcarinchina,analyzethecompetitivestatus,themarketingstrategiesandproblemsoftheChevroletcarinchinaThethirdpartshowsthecustomerbehaviorstudymodelofChevroletcarandhowweconductthequestionnaireresearchThefourthpartworkswiththeresultsofthequestionnaireresearchonebyonetostudythecustomerbehaviorofChevroletcarinChinaThefifthpartgivestherecommendationsforChevroletcarinChinabasedontheresultsofthequestionnaireresearchThesixthpartstatesconclusionsandanticipationsoffurtherresearchwork.Aftertheresearchandanalysis,thisthesiscomestotheconclusionsasfollows:1ChevroletcarshoulddesignitsproductsaccordingtothedemandsoftheChinesecustomers,withhighperceivedquality,safetyandfashionableeconomiccars;2Themarketingchannelconstructionshallbecompressedandinformation-based,toshortenthedistancebetweencustomersandcarproducer,anddelivermorevaluetothecustomers;3Emphasizetheculturalorientedduringthepromotion,startfromthelocalization,CombinetheChevroletculturewithtargetcustomers’value,soastothebuildauniqueandvaluableimagetothecustomers.KEYWORDS:Chevroletcar,customerbehavior,marketingstrategy200911220091122009112MBA11.12007640030%170080.7%12007(1)GDP1978133.62002343120044036200757911978343.420027702.8200494222007137862199550.1200736.3199558.6200743.0819970.1920076.1320022007200220042007(2)(3)123MBA2601.212MBA331.3()1-1MBA41-1Figure1-1PaperStructureMBA51.4,123MBA62.12.1.12007472.6623.46%1.62.0144.5545.67%200745.8344.5843.2032.1526.9126.1224.9521.9521.3120.73307.7365%28.7%8.25%63.02%12.1.220042007300%80024120201096010002020140015002.1.320%6%2.6201020151MBA7100060%200345%20055102.220051182.2.1(2005)200511810221725AVEOAVEO1121LOVA1002005120MBA820057.92.2.2(20062007)200620072006320LOVA200739200610.212.730.46020072000102.2.3(2008)2008420081.21.41.6MBA9200820081-812.9%2.32.3.11()1999200761502MBA10:23%22%55%()()(307.)()320073%15%200770(30)308%10%2008180259%MBA112.3.21(JIT)20072008NBC3201010%.2008220.20101000258MPV,200319971460%MBA12A419782020091602.42.4.119972.4.2MBA13200730070%4S(Sale)SparepartServiceSurvey4S4S4SDMS4SMBA142.4.21APEC22006478103MBA152.52.5.1GVDP2.5.2MBA16124SSSurvey2.5.2MBA173.1(3-1)3.1.11MBA18102526353645465556IT2MBA1933.1.21MBA202()?626%674%1-6:320064SMBA214S4S4S4S4S3S4:75MBA223.1.31MBA2323-1Figure3-1TheModelofChevyConsumerBehaviorMBA243.211-67-1516-2021-31//3.33.2.1:1;2;3;43-2:3-2Figure3-2TheProcessofSampleSurveyMBA25200611-20081CATI93050143.2.252692006600200746693-33-3Figure3-3TheSampleSizeMBA264.14.1.1174%57%43%14%4-14-1Figure4-1Gender226-3550%36-4537%4-2MBA274-2Figure4-2Age350%//4-34-3Figure4-3EducationBackground480%120004000-599910000-120004-4MBA284-4Figure4-4FamilyIncome54-54-5Figure4-5Industries4.1.2130-60600030004-6MBA294-6Figure4-6ConsumerExperience271%80%MBA304-74-7Figure4-7TheRatioofFirstCar320%MBA31550%5936%1011%4-84-8()Figure4-8TheFormerCarAveo22%551%5934%1015%4-9MBA324-9()Figure4-9TheFormerCarLova20%557%5931%1012%4-104-10()Figure4-10TheFormerCarSailMBA3352%552%5934%1013%4-114-11()Figure4-11TheFormerCarEpica4.24.2.159.9%4-12MBA344-12Figure4-12TheMotivationofPurchase4.2.24-13MBA354-13Figure4-13TheInformationSources4.2.314S/4-144-14Figure4-14ThePlaceChoice2MBA364-154-15Figure4-15TheReasonforChoice4.2.434.1%18.7%30.5%24.3%14.1%18.0%9.2%8.5%7.2%14.4%4.3%14.8%0.17%3%4-16MBA374-16Figure4-16TheReasonforMakingDecision4.2.522.9%28%24.1%34.2%4-17MBA384-17Figure4-17TheWayofPayment4.34.3.1(1)PP100PP100ProblemsPerHundred,PP100PP10077PP100922PP100PP10042007PP100PP1004-18MBA394-18PPHFigure4-18ThePPHofChevy(2)544PP100430PP100124PP1009.2/-/-///4-19MBA404-19Figure4-19TheCustomerComplaint4.3.294%91%4-2095%MBA414-20Figure4-20TheCustomerSatisfactiontoServiceMBA42,5.15.1.180%120004000-599915%40%MBA435.1.271%,;MBA44,,5.2MBA45WTO5.2.15.2.224(PDM)(ERP)(SCM)5.326-35MBA465.3.15.3.21234MBA475.45.4.1BuickCare65.4.2202020MBA48,8%MBA496.112;36.2:123MBA50[1]20066213[2],20082[3]——20087[4]20079[5],20034[6],——[]2006[7]200733[8]20054[9],200512[10]200715[11]200713[12]20083[13],20081[