Research On The Market Segmentation Of Sport Utility Vehicle Based On The Customer Degree Of Satisfaction

Automobile industry is one of the advanced and meaningful industries, so the development of automobile industry becomes an important symbol of national industry integrative development. Since the reform in China, the automobile industry, which is the backbone of national economy, is developing rapidly. After China entered WTO, the competition pattern of automobile industry is changing from domestic market to international market.These years the market of Sport Utility Vehicle is growing rapidly, at the same time, the market segmentation is mare important. There are many opportunities and fierce competition in the automobile market, so every enterprise needs to make a decision and choose the best segmented market. Then the enterprise could pay the resources into the target market and get the maximum profits. In this article, the Customer satisfaction is the bridge between the customers and standard of segmentation. This is a new method to segment the SUV market, which has an practical reference to the enterprise.In this article, the development of automobile and SUV industries in China is introduced firstly. Then the theory and measurement about customer satisfaction STP and SWOT are reviewed, at the same time, the models of customer satisfaction and market segmentation are also established. By the method of factor analysis and clustering analysis, the segmentation of SUV market is studied fully. And finally we get three markets, and expressed the prospects of further research.This thesis is quite meaningful to the practice of domestic retailers and manufacturers, to some extent which also provides a practical reference to similar studies in this research area.