【摘要】：近幾年,我國農(nóng)村居民收入穩(wěn)步增長,消費水平日漸提高,消費結(jié)構(gòu)不斷改善。汽車下鄉(xiāng)政策的實施和農(nóng)村交通環(huán)境的改善,使得轎車逐步走進農(nóng)村居民的視野,隨著農(nóng)村居民對轎車的需求愿望增強以及汽車企業(yè)對農(nóng)村市場的關(guān)注增高,農(nóng)村市場的發(fā)展?jié)摿薮�。因此研究我國農(nóng)村轎車消費行為影響因素具有重要的理論意義和現(xiàn)實意義。 本文基于我國農(nóng)村居民的消費現(xiàn)狀和消費行為學(xué)等相關(guān)理論,初步構(gòu)建了我國農(nóng)村轎車消費行為影響因素模型,并提出相應(yīng)假設(shè)。在問卷編制方面,基于科特勒的“刺激—反應(yīng)”模型設(shè)計實證調(diào)查問卷,采取訪談式預(yù)調(diào)查的方式修正問卷,編寫了正式問卷。運用SPSS17.0統(tǒng)計軟件對問卷數(shù)據(jù)進行了描述性統(tǒng)計分析、可靠性分析、因子分析和二元Logistic回歸分析。通過實證分析,本文得到了我國轎車消費行為影響因素的優(yōu)化模型,以及我國農(nóng)村轎車消費者的購買決策過程框架模型。研究結(jié)果表明,影響我國轎車消費者購買行為因素主要有個人因素、消費者價值觀、社會相關(guān)群體、政策環(huán)境和產(chǎn)品／服務(wù)屬性。在個人因素方面,農(nóng)村居民的家庭收入狀況、居住地區(qū)以及文化水平對農(nóng)村居民轎車消費行為的顯著性影響比較突出,職業(yè)和婚姻狀況對購買行為的影響相對弱一些,而年齡、性別對農(nóng)村居民的購車行為沒有影響；消費者的價值觀對農(nóng)村轎車消費者的購買行為有著中強度的負(fù)向影響；社會相關(guān)群體、政策環(huán)境、產(chǎn)品／服務(wù)屬性對農(nóng)村轎車消費者的購買行為具有正向的顯著性影響。針對以上研究,本文從產(chǎn)品、價格、渠道和促銷的角度提出了有關(guān)農(nóng)村轎車市場拓展的營銷建議。最后本文指出了研究存在的不足以及后續(xù)研究的方向。 本文創(chuàng)新點：(1)分析了農(nóng)村消費者的購買特點,據(jù)此構(gòu)建了我國農(nóng)村轎車消費行為的影響因素模型,并基于科特勒的“刺激—反應(yīng)”模型設(shè)計實證問卷調(diào)查,通過可靠性分析、因子分析和二元Logistic回歸分析得到我國農(nóng)村轎車消費行為影響因素的優(yōu)化模型；(2)通過實證分析,構(gòu)建了農(nóng)村消費者購買決策過程框架模型；(3)根據(jù)兩大模型和農(nóng)村轎車市場拓展現(xiàn)狀,提出拓展農(nóng)村轎車市場的營銷策略。
[Abstract]:In recent years, the income of rural residents in China has increased steadily, the consumption level has been increasing day by day, and the consumption structure has been constantly improved. With the implementation of the policy of going to the countryside and the improvement of the rural traffic environment, cars gradually enter the field of vision of rural residents. With the increasing desire of rural residents for cars and the increased attention of automobile enterprises to the rural market, the development potential of rural markets is huge. Therefore, it is of great theoretical and practical significance to study the influencing factors of rural car consumption behavior in China. Based on the current consumption situation and consumer behavior of rural residents in China, this paper initially constructs the influencing factors model of rural car consumption behavior in China, and puts forward the corresponding assumptions. In the aspect of questionnaire preparation, an empirical questionnaire was designed based on Kotler's "stimulus-response" model, and an interview pre-survey was adopted to revise the questionnaire, and a formal questionnaire was prepared. Descriptive statistical analysis, reliability analysis, factor analysis and binary Logistic regression analysis of questionnaire data were carried out by using SPSS17.0 statistical software. Through empirical analysis, this paper obtains the optimization model of the influencing factors of car consumption behavior in China, and the framework model of purchase decision-making process of rural car consumers in China. The results show that the main factors that affect the buying behavior of car consumers in China are personal factors, consumer values, social related groups, policy environment and product / service attributes. In terms of personal factors, the household income, living area and educational level of rural residents have a significant impact on the car consumption behavior of rural residents, while the influence of occupation and marital status on the purchase behavior of rural residents is relatively weak, while age and gender have no effect on the car purchase behavior of rural residents, and the values of consumers have a negative impact on the buying behavior of rural car consumers. Social related groups, policy environment and product / service attributes have a significant positive impact on the purchase behavior of rural car consumers. In view of the above research, this paper puts forward some marketing suggestions on the expansion of rural car market from the point of view of products, prices, channels and promotions. Finally, this paper points out the shortcomings of the research and the direction of follow-up research. The innovations of this paper are as follows: (1) the purchase characteristics of rural consumers are analyzed, and the influencing factors model of rural car consumption behavior in China is constructed. Based on Kotler's "stimulus-response" model, an empirical questionnaire survey is designed. Through reliability analysis, factor analysis and binary Logistic regression analysis, the optimization model of influencing factors of rural car consumption behavior in China is obtained. (2) through empirical analysis, the framework model of rural consumer purchase decision-making process is constructed, and (3) according to the two models and the present situation of rural car market expansion, the marketing strategy of expanding rural car market is put forward.
【學(xué)位授予單位】：武漢理工大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F274;F426.471

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