近年来,中国汽车工业飞速发展,已经从2010年发展成全球最大的汽车市场。无论是

企业本身还是专业机构,对产品的技术、终端市场和消费者满意度等方面的相关研究

也越来越多,剖析消费者的心理和行为特点,找出规律,对于企业制定市场战略、产

品开发前瞻都有很大的帮助。因此汽车天窗作为汽车上一个重要的部件,汽车天窗企

业也积极的开展天窗方面的市场研究。

本研究首先从汽车天窗消费的行为理论出发,以消费者行为理论、心理理论、定位

理论作为实证研究的主要理论基础,分析消费者购买和使用行为,运用品牌学和市场

传播学理论对天窗市场剖析,揭示天窗的消费趋势。其次,本研究介绍了此次实证研

究的具体方法,1卩在北京和上海两个城市中随机选取一些车主进行小组访谈的定性市

场调研,共选取128个样本,召开小组座谈会16场。第三,此次汽车天窗市场调研重

点关注天窗消费者购买影响因素、使用行为、天窗未来技术喜好、消费满意度和二次

购买意愿等。最后进行全文研究总结,提出未来进一步的研究方向和内容。研究表

明,一是消费者初次购买天窗时,还是比较理性的先考虑天窗真正的实用性和功能

性,销售环节或信息渠道对其购买影响力不大。二是在消费行为上,很大程度取决于

消费者自身的习惯和爱好,天窗的不同功能在不同的环境下有着不同的使用行为,并

不是完全按照天窗本身的功能定义出发。三是在使用满意度和二次购买意愿,以及支

付价格方面,与产品本身的定位相符合。四是在天窗未来的技术喜好方面,最多的是

面积大、带太阳能技术的节能产品,另外天窗的消费趋势越来越年轻化。

关键词:汽车天窗;消费者行为;购买影响因素;满意度

第II页
华东理工大学硕士学位论文

A Study on Consumer Behaviors of Auto Sunroof in China

Abstract

In recent years, China's auto industry has developed rapidly with the quick growth of the

automotive market, which has grown from 2010 the world's largest auto market. Whether it is

a professional enterprise itself or related research institutions deploy more and more

researches on product technology, analyze psychological and behavioral characteristics of

consumers. That is great help for marketing strategies for businesses, product development

forward. So sunroof companies are actively carrying out market study since sunroof is an

important component of car.

This study first starts from theory of consumer behavior, taking psychological theory,

positioning theory as the main theoretical basis of empirical research, analyze consumer

purchasing and usage behavior, find out consumer trends by the use of branding and

communications theory market analysis. Secondly, this study describes the specific methods

of research. Some owners in Beijing and Shanghai were randomly selected for focus group

interviews for qualitative market research, 128 samples selected and focus groups 16 games

held. Third,through the auto sunroof market research, this study focuses on the factors

affecting consumer purchase sunroof ,usage behavior, preferences to sunroof future

technology, consumer satisfaction and willingness of second purchase. Finally, the foil study

draws main conclusions and proposes future directions of research. Research shows that when

one consumer purchases sunroof, it is quite rational to consider practicality and functionality

of sunroof, sales links or information channels has little influence on its purchase. The second

is consumer behavior has a large extent depend on the consumer's own habits and freedom.

Different functions are operated by different usage behavior in different environments, not

entirely in accordance with the sunroof function definition itself. Third, the satisfaction and

secondary willingness to buy,as well as their willingness to pay, is consistent with product

positioning. Fourth, the consumer gives his own views to preferences of future sunroof

technology, big opening and energy-saving products with solar technology is the most,and

also the trend of younger consumer is becoming more and more popular.

keywords: Auto sunroof;consumer behavior; purchase influencing factors; satisfaction