The Information Is Not Sufficient Under The Conditions Of The Motorcycle Consumer Behavior Analysis

Our country has already become the country in which the output of the world motorcycles is very large, and now it is at transformation stage from large to strong, enterprise's competition is aggravated, and the consumer behavior of motorcycle consumers is changing newly too. Analyzing motorcycle consumer behavior of consumer has a important realistic meaning to lead motorcycle healthy and rational consumption, optimization enterprise marketing tactics choose, and then promote the sound development of motorcycle consumption.In actual life, the consumption information among the consumer and enterprise is asymmetric. As the motorcycle is the durable consumer goods to consumer, so it is a lasting, complicated behavior to choose the behavior in consumers' purchase under the condition of insufficient information. Consumers have alternatives to the attention, understanding, memory of information too. Consumers' decision has construction characteristic which meets one's own information condition and environmental condition under the insufficient condition of information. Consumers set up the appraise system of motorcycle which is suitable for oneself, to lack information and appraisal item of judgment adopt standard of substituting , under the condition of insufficient information motorcycle consumer behavior belongs to limited reason. Whether enterprise make marketing foundation of tactics depends on motorcycle consumer consume behavior, enterprises choose to make the tactics , such as products , advertisement , brand optimized ,etc. according to consumers' decision .The sound development of motorcycle industry and consuming also rely on the fair market competitive environment and the loose and healthy consumption environment. In the face of the industry's confused competition situation of motorcycle at present, we should begin from purify the market environment with the means of the market, realize the survival of the fittest in the industry, improve industry's concentration degree. The sound development of the motorcycle industry also needs to strengthen intellectual property protection, and promote industry's technology upgrading.This text divides four parts altogether, in the first part, introducing the demand characteristic of the motorcycle market of our country, and proposed that the change of motorcycle consumer motivation can be divided into three stages, such as showing off, practicability, recreational. And the development of three stages is in conformitywith development level of economy. Our country motorcycle has tided over stage of showing off .and now it is at the mature period of the stage of practicability. In the large and medium cities ,it has began to transform to recreational consumption. Now, as the consume restrictive policy to the motorcycle in the large and medium cities of our country , the consumer market mainly centers in the countryside, rural consumers rely mainly on practical demand of the tool, but the information asymmetry degree of the motorcycle consumers consume is greater in rural. In the second part, analyzing the consumer's purchase decision behavior under the complete information condition and the insufficient information condition, and analyzing the consumer behavior of collecting information and decision mode under the under the condition of insufficient information, so the amount of consumers' collecting information is limited. Consumers have priority to collect the information with a high credibility of letter source, and have priority to collect and have a partiality for the information with high degree, have priority to collect the information with low costs. Under the condition of insufficient information, consumers' purchase decision depend on the expected utility policy, utility appraise system have characteristic of structuring, such as appraise a quantity reduce, adopt and substitute standard, etc. Because of the factor with insufficient information and bargaining, consumers' price has accurate characteristics. In the third part , buying on the basement of behavior orientation under the condition of insufficient information, analyzing the choose of the marketing tactics of motorcycle enterprises , including the marketing tactics which aim to the characteristic of consumers' preference , to the consumer's behavior of collecting information, to consumer decision behavior of structuring ,and to mould enterprise's brand . In the fourth part, analyzing the factor which influences the healthy development of the motorcycle consumes of our country, and its countermeasures. And the main factor to influence the health development of motorcycle consume of our country is policy factor and environmental factor. And put forward the countermeasures including canceling the restrictive policy of motorcycle consumption, canceling or adjusting the consumption tax, making motorcycle consumption culture , building fair market competitive environment , protecting intellectual property right, raising industry concentration degree ,etc.