中国汽车的消费结构是什么?

2025-03-06 23:36:43
推荐回答(1个)
回答1:

中国汽车市场消费结构将呈现年轻化趋势
在准车主整个结构里面,以年轻的未婚者和有家庭的人群为主,所以这也证明了中国的整个汽车消费处在个性化消费和家庭消费并存的一个消费市场。同时这些准车主正处在广泛关注信息的阶段,有接近六成的消费者处在广泛接触信息和寻找品牌对比的阶段,如果你在这个阶段能够影响这些准车主,就有可能成为你的消费者。
该报告还发布了中国准车主消费的十大趋势:首先,从两期报告的对比来看,准车主的购车意愿逐渐增强。汽车品牌人格化特征影响着他们的购买意向。合资品牌依然走俏,二三线城市本土品牌需求突出。准车主消费升级,中级车竞争更加激烈。外观设计的时尚感、运动感和绚丽感越来越受到准车主关注。大排量:1.6L以上,大马力:涡轮增压成趋势。一线城市准车主更追求简单操控、独立与自我空间,二三线城市更注重驾驶乐趣与家庭空间。准车主不仅关注面子,也注重里子:内饰追求多元化趋势。“60后”是工具型消费,“70后”是面子型消费,“80后”、“90后”是个性化消费。准车主汽车消费信息图谱:口碑、驾校渠道、互联网对汽车消费影响力加强。
专家称,按照购车产地考虑、车系偏好、车型倾向、购车关注因素等为标准,汽车营销需要关注五大主要准车主消费族群,分别为:大众口碑型、面子消费型、工具理性型、外观导向型和奢华享受型,这五大族群的人口结构特征和购车关注因素都有一定的差异性,因而准车主人群的细分研究,有助于各大车企在这一群体中找到自己的产品、品牌定位点,实现传播的最优化。
资深汽车评论家贾新光(微博)认为,在汽车市场黄金十年结束的今天,精准开发与精确销售成为首要对策,一款车打天下的时代已经过去,应瞄准细分市场,精确定义产品消费人群,本次发布的趋势成果充分呈现了中国汽车消费环境找到不同级别车型消费者的消费心理和行为方式,对于准确把握未来汽车市场、赢得营销具有非常重要的意义。

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