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随着重庆市经济的快速发展,重庆消费者对私家车的消费需求越来越大,私家车消费市场的竞争也必愈发激烈,私家车市场中每时每刻都在发生着价格战、品牌战、服务战、促销战、广告战等竞争,而所有的竞争都是围绕着消费者而展开。由于消费者的购买动机等有较大差异,这种差异会直接反映在消费者对于汽车品牌、汽车类型、汽车质量等的选择与偏好中,甚至还会体现在消费者对汽车文化的理解与评价中,这就形成了我们所关注的汽车消费者购买动机理论。
With the rapid economic development in Chongqing Municipality, consumers in Chongqing are increasingly demanding private car consumption. The competition in the consumer car market will also become more and more intense. The price war happens in the private car market all the time, Brand warfare, service warfare, promotional warfare, advertising warfare and other competitions, and all competition is centered around consumers. Due to the large discrepancy in consumer motivation of purchase, such differences will be directly reflected in the consumers’ choices and preferences about automobile brands, automobile types, automobile quality, etc., and even the consumer’s understanding of automobile culture Evaluation, which formed the concern of our car consumers purchase motivation theory.