| With the development of society, as the most popular means of transport, moreand more cars come into people’s lives. Vehicles, especially cars has become one ofthe most important tools for people’s daily life. In recent years, China’s auto markethas shown steady growth, the growth rate of the luxury car market are especiallyviolent. The data show that sales of China’s luxury car market increased from194,000in2006to780,000in2010, representing a CAGR of41.5%.The arrival of China’s auto buyer’s market require vehicle manufacturers tocorrectly grasp the pulse of the market, according to the influencing factors ofinfluence consumer purchase of vehicles to determine the market decisions. Since2003, the size of the private car consumer market is expanding rapidly, the proportionof car private consumption has been increasing over the entire automotive consumermarket, but the personal automobile consumption is more concentrated in the pricerange of$5-20million row quantity2.0L car buying customers. the profit of Luxurycars, motorcycles is much higher than the private consumer market in the low-endmodels.The huge capacity of the large customer market compared to the luxury car and agreat role model, for the domestic luxury car customers buying behavior research inthe blank.With respect to the rapid development of foreign customers purchasingbehavior, domestic customers buying behavior research is backward, and this ismainly due to, the study also focused on consumer behavior, the emphasis on largecustomers, is also enough. In particular, our research in the automotive marketingemphasis on the discussion of the private consumer market and brand marketing,focusing on the psychological and behavioral private consumers in the car buyingprocess and influencing factors in the buying process, large customer buying behaviorand decision-making process Discussion of the study is relatively small.Chapter1of this article describes the background of the topic of this article, thenstudy from the two aspects of the theoretical and practical significance. Finally, it’s a brief description of the content of this study and structural arrangements.Chapter2is the overview section of this paper, it’s also the theoreticalbasis. First, it defines the concept of the papers dealt with, including the definition ofa luxury car, the definition of large customers, large customers buying behaviordefinition; then it summarizes the big customers of the relevant theories of behaviorboth at home and abroad, including large customers.The purchase response pattern,large customer buying behavior type, the famous foreign researchers customersbuying behavior model is the the foreign scholars determined according to thecustomer’s purchase center and factors influencing customer buying behavior anddecision-making process.Chapter3summarizes the status of the course of the development of luxury carsin China and China’s luxury car sales, combined with the industry’s basicclassification of China’s luxury brand car customers.Chapter4combined with Chapter2, including famous foreign scholars Websterand Wendell Wei-temperature model, combined with our objective Analysis ofimpact from the four major aspects of environmental factors, organizational factors,human factors, personal factors luxury brand cars in Chinacustomer buying behaviorfactors.The government official vehicles and the corporate commercial vehicles twotypical large customers buying behavior were analyzed in accordance with Chapter3,the basic classification of the luxury brand cars in China large customers.Chapter5is on the basis of Chapter4of the luxury brand cars in China-basedcustomers buying behavior marketing strategy recommendations,to study how toimplement the marketing of the luxury brand car customers from the three aspects ofrelationship marketing, service marketing and price marketing.Chapter6is the conclusion and outlook of this article. Summarized the full text,and described the research and innovation point of this article, and actively reflect onthe flaws and shortcomings of the study and pointed out that further research focusand direction. |
