摘要
基于消费者购买行为的5W+1H理论和南京市的有关调查数据,以家用汽车市场消费主力构成以及家用汽车购买动机、消费表现、购买决策者、购买参与者、购买方式、购买决策为研究内容,分析目前家用汽车产品的消费行为特征,并在研究结论的基础上提出对策建议。
Based on the 5 W+1 Htheory of consumer purchasing behavior and the survey data for Nanjing,taking the influencing factors of the consumption main body composition of household automobile market as well as the purchase motivation,consumption performance,purchase decision maker,purchase participant,purchase mode and purchase decision as the research content,this paper analyzed the consumption behavior characteristics of household automobile products at present.And put forward some countermeasures and suggestions on the basis of research conclusions.
出处
《金陵科技学院学报（社会科学版）》
2017年第4期39-43,共5页
Journal of Jinling Institute of Technology(Social Sciences Edition)
基金
教育部人文社会科学基金项目(17YJC630006)
关键词
家用汽车
消费行为
品牌
购买决策
household automobile
consumer behavior
brand
purchase decision
