Research On Consumers’ Car Buying Concerns And Management Implications For Car Enterprises

With the rapid development of technology in my country’s automobile industry.The car,once a high-end consumer product,has now entered thousands of households,and private cars can be seen everywhere.Vehicle ownership and production and sales continued to grow rapidly.According to statistics from the Ministry of Public Security,as of September 2021,the number of motor vehicles in the country has reached 390 million,of which 297 million are cars.Facing the relatively saturated auto market,the competition in the auto sales market is becoming more and more intense,and auto companies have adjusted their marketing strategies and product designs according to consumers’ concerns to attract more consumers.However,car companies still use the form of questionnaires or interviews to obtain consumers’ concerns when purchasing a car.On the one hand,this form wastes time and money,and on the other hand,the information obtained is not necessarily accurate.If you want to get the attention of consumers in each model,it will take more energy and financial resources.This study takes car-buying consumers as the main research object.First,on the platforms of car viewing,car buying,and car use,a total of 338,214 questions about car purchase consultation from users in the last two years are collected as the research data of this study.Through text preprocessing,keyword extraction,and keyword clustering of the consulted questions,we obtained the micro,compact,medium,medium and large,large,SUV and MPV models of fuel vehicles and new energy vehicles.list of concerns.Secondly,based on the "4P" theory of marketing management,from the four aspects of product,price,channel and promotion,it analyzes how automobile manufacturers use consumers’ car-buying concerns to attract more consumers.Analyze how car-viewing,car-buying,and car-using platform companies should optimize products according to consumers’ car-buying concerns,and adjust the display of vehicle information on the page according to consumers’ car-buying concerns.Provide consumers with more satisfactory products and services.The content studied in this paper is to dig out the more real car-buying concerns of users through text mining.On the one hand,it is of great significance to extend text mining to analyze consumers’ car-buying concerns based on the content of consumers’ car-buying questions and answers.On the other hand,car companies can optimize their products,adjust their marketing strategies,and enhance their product competitiveness according to consumers’ car-buying concerns.It also has important practical significance for car companies.