Analysis Of Consumer Behavior & Marketing Suggestion In Zhejiang Premium Auto Market

With the rapid growth of China's auto market, the competition and consumers'demand continue to change. Auto marketing is gradually to integrated, national and regional integrated marketing, one big bang campaign and long immersion combined to build multi-level marketing system. Thus, understanding the differences of different regions and the different consumer behavior characteristics will become a further develop targeted to premium car brand. It will carry out targeted marketing campaigns prerequisite for regionalizationThis article consists of 4 chapters, the object background, collecting factors, questionnaire analysis and marketing research proposal ideas in the luxury car market in Zhejiang province.The forward &1st chapter introduces the topics Introduction to the background, significance and problems to be solved. Analysis of consumer behavior research done primarily in the market environment changes and the needs of the growing prominence of the greater environment, consumer behavior quickly aroused public attention and become the foundation of marketing success. And China is vast, there are many differences between this place to that. I choose Zhejiang province to do the research because the premium car has the largest sales volume here.The 2nd chapter is from the stage of the consumer purchase decision influence factors, which may affect the premium car in Zhejiang Province of the factors of consumers. This chapter on research targeted to collect information before the order, summarized the target population groups, habits and preferences direction for the following research and analysis to do well prepared. First it described the situation of Zhejiang Province, including its traffic, demographic composition and excellent state of economic development and per capita economic indicators. All of these make the province to a huge consumption market of luxury cars. Consumers here is more emphasis on brand awareness and consumer population of around, brought its brand symbol of status may be more demand than the demand of the product itself. It significant impacts their purchase decisions. We analysis all sectors of the purchase decision-making process one by one in this chapter.In Chapter 3, we show the factors for quantitative analysis research data through the impact of high-grade automotive consumer behavior, Zhejiang Province. The research was in Nov. to Dec.2008 in the luxury car showroom customers, mainly in age from 20-50 years old, a certain degree of economic strength, have, or ready to have a domestic medium and high grade cars sales of the top few brands (Audi, BMW, Mercedes, Lexus, etc.) vehicles, covered all the developed areas in Zhejiang Province, like Hangzhou, Ningbo, Wenzhou, Jinhua, Taizhou, Shaoxing and Jiaxing. Questionnaire contains five, a total of 36 issues.The results of data analysis include 3 parts, the basic characteristics of consumers, consumer psychology and the car of preference analysis, and product demand. From the results, it can be seen from the Zhejiang high-grade automotive consumer motivation to buy cars tends to be more "honorable" and "personality". Consumers to buy luxury cars should be the symbol of their "personal reflection" and "social position and economic strength". Some of them is to "improve the business image / social status" (reflect a sense of dignity), "self-expression, individuality," "show elegant taste" and "into the circle of friends" as the main motivation.According to previous results in the luxury car market in Zhejiang Province chapter 4 made specific marketing recommendations. Take Audi brand for example, enhance brand value, brand competitiveness of Zhejiang luxury car should be focused on marketing strategy. To strengthen the Brand Experience Manager, so that consumers truly feel the value of the brand.Enhance the brand image, make the brand more in line with consumers 'noble' and 'personality' psychological expectations, needs extensive product line and select the media to increase consumer preferences advertising effect; enhance the marketing effectiveness, to strengthen consumer brand experience; strengthen service marketing, management of the brand experience covers the entire product life cycle value chain links. In the specific marketing activities, experience the type of activity can be used to emphasize the novelty and depth of experience; individual activities, such as consumer interest in Zhejiang Province's financial forum, investment talks; for the future of consumer marketing activities to expand the audience to the children.