The first part of the automobile market research plan
One: Preface
The number of motor vehicles in Shandong Province: 20,372,867; 2. FAW's products (passenger cars): 3.5 million vehicles (00+065438+1October data 65438+65438); (FAW-Volkswagen, FAW Toyota, FAW Mazda, FAW Jetta, FAW Pentium, Magotan, Sagitar) 3.201kloc-0/engine oil product market forecast1.50 billion yuan (400 yuan/car/year); 4. The number of primary and secondary repair shops exceeds 1 000; There are more than three-level repair shops, engine oil shops and tire shops 1500; There are more than 300 wholesalers of FAW products and accessories in Auto Parts City. By the end of 20 10, the number of motor vehicles in the province had reached 20,372,867, ranking first in the country, with15,789,952 drivers, ranking second in the country. At the end of 20 10, the number of civilian cars in Shandong province reached 8.427 million, an increase of 18.7%, including 3.708 million civilian cars and 3.252 million private cars, an increase of 35.6%, accounting for 87.7% of the total number of cars. Jinan 1.2 million vehicles. Qingdao 15 1 10,000 vehicles. Yantai has 740,000 vehicles. 600,000 vehicles in Linyi City. Weifang has 580,000 vehicles. Liaocheng has 470,000 vehicles. 480,000 vehicles in Zibo. There are 500,000 vehicles in Jining. There are 350,000 vehicles in Binzhou. There are 350,000 vehicles in Rizhao. Laiwu City has 6.5438+0.5 million vehicles. There are 330,000 vehicles in Dongying. There are 350,000 vehicles in Heze City. Weihai 4 1 10,000 vehicles. There are 290,000 vehicles in Zaozhuang. 280,000 vehicles in Texas.
Second: the purpose of the investigation.
1. Investigate the automobile sales enterprises in Shandong Province, with the purpose of understanding the automobile sales market and providing reliable research basis for the market positioning and evaluation of this project.
Analyze GM GM's pre-sales plan (including its sales channels, media delivery, product terminals and products) and consumers' product expectations, and make clear its own strengths and weaknesses, as well as opportunities and threats.
2. Understand consumers' cognition of cars and explore consumers' acceptance of cars.
3. Understand the knowledge and reputation of products and determine the focus of future marketing plans.
Three. Survey content
According to the above research purposes, we have determined that the contents of this study mainly include:
1, the characteristics of user surveys? Crowd, car, car ideas and changes. ?
2. What are the factors that affect users? Price, fuel consumption, maintenance costs, handling, driving pleasure, personal hobbies. ?
3. User demand survey? Actual demand, potential demand, conscious but not timely purchase, unconscious but will buy in the future, will not buy. ?
4. The reasons why you don't like automatic transmission or manual transmission, the competitive environment, competitive structure and planning, the competitive content and means of manual transmission or automatic transmission, and the comprehensive analysis of its marketing plan, so as to provide scientific basis for its future marketing plan. The main information points needed in this part are: (1) How do consumers use GM brand cars? Whether it has been used, satisfaction, and which aspect of the product is more attractive to consumers. (2) Understanding of GM GM's pre-marketing plan? How to know GM, through what channels to buy GM brand cars, how you feel after using them, and what you think can be improved in the products. (3) Consumers' cognition of automobile performance.
5. Understand the depth of consumer concept promotion and make a survey.
6. To make a survey on the sales promotion in the early stage of the product, the main information points that must be mastered are: (1) How much do you know about GM? Whether it is known or not, whether it has been used. (2) Overall impression evaluation (five-point method) In addition, we will collect background information including consumers' age, gender, income and occupation, as well as consumers' hair quality for statistical analysis.
Four: survey methods
This survey is mainly a questionnaire survey and questionnaire formulation. There are multiple-choice questions, multiple-choice questions, ranking questions and fill-in-the-blank questions in the middle.
Verb (abbreviation of verb) automobile product market questionnaire (attachment)
Dear ladies and gentlemen: Hello! We are students from shandong institute of commerce and technology, and we are investigating the automobile market in Jinan. Please take a few minutes to answer some questions. The information you provided is very important to our investigation results. Thank you very much for your support and cooperation! (Note: Please check the option)
1. What is your personal situation?
(1) Age: 19 to 28 years old, 29 to 39 years old, 39 to 49 years old, 50 to 60 years old, 60 years old.
(2) Marriage: married and unmarried,
(3) Occupation: Dental teacher, civil servant, dentist, company employee, individual merchant, etc.
(4) Average personal monthly income: 2000-3000 yuan, 3000-5000 yuan, 5000-7000 yuan, more than 7000 yuan.
2. Which brands of cars are you interested in? (multiple choice)
A. independent brand: Chery (QQ, A3.A5 son of the east. Tiggo), Geely (passion. Beauty leopard. Global hawk. Freedom Ship), Lifan (320.520.620), Chang 'an (Benben. CX2。 Yue Xiang), BYD (F0. F3.f6.g3) B. Joint venture brand: Shanghai Volkswagen. Beijing Hyundai (Nari Elantra Elantra) C. Japanese and Korean brands: Honda (mileage. Accord. Odyssey), Lexus (ES. GS.LX), Mitsubishi (Grandi Colt. Mitsubishi I), Toyota (Highlander Prius Prado), Mazda (Mazda 3. Mazda automobile
5. mazda 6), Kia (Ba Julie Mai Kia Ceed)
D. American brands: imported Buick (Encore LaCrosse Yinglang), Chrysler (300C. Crossfire. PT rambler) and ford (fox carnival. Ford GT).
E. European brand: Renault (scenery. Renault Clio Koleo), Citroen (big C4 Picasso. Citroen C3. Citroen C4), Volkswagen (Volkswagen CC. Golf. POLO), Mercedes-Benz (Class A). GL。 GLK), BMW (I series. Series 3. X5), Volvo (C30. C7)。
F. Other brands
3. If you are going to buy a car, what kind of car do you want to buy? A. Minicars (3-6) B. Compact cars (10-15) C. Mid-and high-end cars (15-20) d.MPV multi-purpose vehicles (20-25) e.SUV off-road vehicles (20)
4. What do you think is the basis for defining the car to buy? A. Price B. Brand C. Exhaust volume
5. Which of the following services do you think dealers should provide? A. vehicle sales B. license plate full package C. spare parts supply D. after-sales maintenance service E. information feedback F. others
6. Which of the following car promotion activities are you more concerned about? A. Reduce the price B. Give C. Discount D. Insurance discount E. Long-term warranty F. Give G. Driving training H. Agency license
7. What are the following factors to consider when buying a car? A. quality B. price C. brand D. style (color, appearance) E. fuel consumption index F. maintenance service G. comfort.
8. What channels do you usually get car information? A. exhibition hall B. newspaper C. magazine D. TV E. radio F. news report G. trade fair H. recommendation by relatives and friends
9. Do you have any requirements for after-sales service? A. often hold car owners' activities. B sales staff actively remind the satisfaction of maintaining the price of C parts on time. Does the coverage of d4S store meet the after-sales demand?
Six: Where is the investigation?
Markets, schools, dealers, distribution points, 4S shops and driving schools.
Seven: the investigation process?
1, preliminary preparation? :( 1)? After the group discussion? Draw up the investigation direction? Determine the significance and purpose of this survey? Clarify the object of investigation (2)? Clarify the content of the investigation? Method? Determine the survey population? Budget (3)? Prepare a questionnaire? Determine the content of the interview.
The second part of the automobile market research plan
Automobile is one of the most important means of transportation in contemporary society. With the improvement of human industrial level and the development of social economy, automobile manufacturing technology and industrial scale are also constantly improving. Automobile industry has become a pillar industry of world economic development. Since the beginning of this century, the global automobile industry has developed rapidly. In 20001year, the global automobile output was 56.3 million, which rose to 73.27 million in 2007. In 2008-2009, affected by the financial crisis, the output declined, but the total output scale remained at a high level. After 20 10, the world automobile output rebounded rapidly, increasing to 90.78 million vehicles in 20 15. The growth of automobile market in recent years mainly comes from China, Indian, Russian and other countries with sustained and rapid economic development. With the maturity of automobile industry in developing countries, the improvement of infrastructure such as expressway brought by fixed assets investment, and the improvement of economic development level, it is expected that these emerging developing countries will remain the main driving force for the growth of global automobile market in the future.
China automobile market will be dominated by mid-level cars, and the competition between high-level cars and mid-level cars will be more intense. With the growing strength of independent brands, the market competition will be more intense, especially in the field of economical cars where domestic manufacturers flock, and the market reshuffle is inevitable.
Recently, the implementation of China's new consumption tax adjustment method and the promulgation of "Opinions on Encouraging the Development of Energy-saving and Environment-friendly Small-displacement Vehicles" ushered in the spring of the development of small-displacement vehicles. The introduction of standards makes the prospect of small-displacement vehicles look good. The market for mini-cars and economy cars performed well.
However, the growth of domestic automobile production capacity has begun to exceed the growth of market demand, the market is becoming more and more sensitive to prices, there are more and more automobile enterprises, and the competition is becoming more and more fierce. The price war in the domestic automobile market will be more and more fierce, and the competition will be more brutal, which makes the automobile industry in China face great challenges as well as development opportunities.
At present, the number of cars with 1,000 people in China is about 120, 800 in the United States, 600 in Japan, 550 in Europe and 160 in the world. According to the development law of car ownership in major countries in the world, in the next 15 years, the number of cars with 1,000 people in China will exceed 300, and the annual output of cars will be 42 million, which shows that China's automobile industry still has great room for development. In addition, the current situation of China's automobile market is that the demand for upgrading in first-and second-tier cities is still large, and the market potential of third-and fourth-tier cities is gradually released, which provides effective support for the development of China's passenger car market.
The cancellation of the policy of halving the purchase tax is the most fatal blow to the automobile market on 20 17. Stimulated by the policy of halving the purchase tax, the growth rate of the 20 16 automobile market has steadily increased, with a year-on-year growth rate of 17.4% from June to August, but behind the high growth rate is the small and medium-sized displacement market that is overdrawn in advance by the policy. Looking back on history, after the cancellation of the policy of halving the purchase tax at the end of 20 10, the growth rate of the automobile market in 20 13 reached the lowest level in 2013 years. According to the past experience, if there is no alternative policy, the automobile market in China will reappear in 20 1 17.
With the increase of population and economic growth, more and more people have the ability to buy cars. With the inevitable need, more and more people will choose to buy a car for convenience, but the market competitiveness of different brands of cars will become greater and greater, but the sales of cars will increase instead of decrease. After all, now is the era of rapid development, but there will be more and more frictions between automobile brands. Innovative brands are bound to go further and have more markets.
Canada takes care of them, especially some developing countries, especially China, which have a large population base and rapid economic growth. In the future, more people will buy cars to facilitate their lives, so the market demand for cars should rise steadily.
In the foreseeable future, the demand of the automobile market should continue to grow. The competition in the automobile market mainly comes from the competition among automobile brands, which is mainly determined by several factors such as price and performance. In the rapidly developing society, the most important thing is how to impress customers. If you want to impress customers, you must conform to their psychology and make novel, affordable and durable products. Nowadays, most people use the purpose of buying a car as a means of transportation to change the quality of family life. Combined with this, they use their brand advantages and marketing strategies to improve their competitiveness and make customers get a more comfortable experience. In the future, the automobile market will not continue to grow rapidly, but it will certainly remain high. Now people's demand for cars has reached an indispensable level. We can't go to many places without a car. For us in China, there is still much room for development in the future, so the automobile market.
The third part of the automobile market research plan
The automobile industry has a great influence on China's economy, and it plays an obvious and important role in promoting other industries, promoting scientific and technological progress, improving income and consumption levels, and stabilizing China's national economic security. Automobile industry promotes the development of other industries (automobile financial services, steel industry, petroleum industry) in China according to its industrial relevance, promotes the development of science and technology in China according to its concentration of science and technology, improves productivity, increases residents' income according to its high demand for labor and strong income elasticity, promotes national consumption, and safeguards national economic security according to its domestic demand and scientific and technological innovation. Statistics show that the development of China's automobile industry plays the first role in promoting China's economy, which shows its importance to China's economy.
The purpose of this survey is to better develop the automobile industry and better understand how to develop the automobile market. Nowadays, in China, cars have completely entered our lives, affected our lives, and can be seen everywhere, thus forming a huge automobile market.
First, the analysis of automobile development in China
1. Analysis on the Development Background of China Automobile Industry
In the capital construction stage (1953~ 1978), the development momentum of the automobile industry is insufficient, the abnormal product structure is prominent, the cars are almost blank, and the automobile industry has initially formed a system.
In the exploratory growth period (1979~ 1993), the structure of "more light and less light" has been alleviated, but too many automobile production enterprises make the automobile industry in China not concentrated enough, and no economies of scale have been formed. At this stage, automobile technology has been significantly improved.
Adjusting the development stage (1994~ 1998), the automobile industry is facing greater intensity and wider competition and cooperation. During the period of rapid development (1998), profound changes have taken place in the social environment, policy environment and market environment of China automobile industry. These changes have promoted the rapid development of China automobile industry. ? 18th National Congress? After that, promoting the introduction of new urbanization, income distribution system reform and other policies will form substantial benefits for the automobile industry.
2. Analysis of current automobile market sales in China.
In 20XX, China's automobile sales will increase by 20% over the previous year, much higher than the expected increase of 65,438+00% this year. Banco Bilbao Vizcaya Banco bilbao vizcaya argentaria said in his report that in 20 1 1 year, the automobile penetration rate in China reached 56 vehicles per thousand people, almost five times that in 2003. However, in contrast, in 2009, the global average car penetration rate was 0.25 vehicles per thousand people/kloc-0, and China has great market potential. According to the previous route of emerging markets such as South Korea,
Banco Bilbao Vizcaya Banco bilbao vizcaya argentaria predicted that in the next three years, the automobile penetration rate in China will reach 65,438+03 vehicles per thousand people. Therefore, compared with 2065,438+065,438+0, the sales volume of 2065,438+02 will increase by 65,438+00%, while the sales volume of 2065,438+04 will increase by 2065,438.
3, brand sales analysis
20XX was quietly finished in May. In this flowery and jubilant month, China's automobile market continues to show the elegance of the world's largest automobile consumption country at a rapid and steady pace. The market structure created by North-South Volkswagen, American two heroes, Japanese three giants and Korean Hyundai is hard to shake in the short term. Looking back on the auto market in April, Volkswagen successfully broke away from its competitors and became the overlord of China auto market. Among the top ten models in the sales list, Volkswagen has occupied six models, which makes its sales volume remain high and envied by competitors. Followed by GM, with Excelle and Sail, it successfully occupied two seats, and Ford and Nissan each had a model on the list. The fierce scuffle between joint venture brands did not benefit the fishermen of their own brands. As can be seen from the sales ranking in April, only Changan Yidong, Geely Emgrand EC7 and BYD F3 have sold more than 10,000 yuan, while other independent brands are struggling and their future is uncertain. China government has issued a series of policies to support independent brands, but the effect is not obvious in the short term. Only by constantly striving for self-improvement can we win the living space in the fierce market competition.
Second, the analysis of China consumers' concerns about automobiles
Consumer behavior research is the basis of marketing decision and marketing strategy, and it is inseparable from the development of the market. From the perspective of marketing, market opportunities are unsatisfied consumer needs. Only by studying consumer behavior can we tap these potential market opportunities and develop new markets.
This market survey takes Quanzhou as the survey site, designs some questions, and collects first-hand information through on-site inquiry. I asked 50 consumers of different ages and industries, involving various industries, and finally sorted out all the information and drew several conclusions.
1, personal characteristics of consumers
The automobile market has developed greatly, and now a large part of families can afford it, but most of them can't. According to the survey, 39% of families own cars, but 40% intend to buy cars in recent years, and the remaining 60% have no plans or are unable to buy cars. It can be seen that the automobile market in Quanzhou will expand to a great extent, and the popularization of automobiles is still a long process due to economic and conceptual reasons.
All the interviewees were divided by gender. Among the people who have bought cars, 56.9% are men and 43. 1% are women. Among the people who intend to buy, 58% are men and 42% are women. Generally speaking, the gender difference in car purchase is not particularly large.
All respondents are divided by age, and the main age groups of automobile consumption are located in. The survey results show that among car buyers, 30% are under 30 years old, 40% are 30-40 years old, 20% are 40-50 years old (most of the respondents have bought them), and 50 years old or above accounts for10%; Among the people who plan to buy a car, 60% are under 30, 26% are 3040, 4050 is 10%, and 4% are over 50. Therefore, it can be seen that the main consumer group of automobiles is 30-50 years old, while the potential consumer group is mainly under 40 years old, accounting for 96%, but the survey results show that their consumption will generally be two or three years later. Therefore, the pertinence of the automobile market is probably a problem that automobile manufacturers must face seriously.
All the interviewees are classified by family monthly income. The family's monthly income is 20.005 million yuan, accounting for 12% of those who have already bought a car and 25% of those who plan to buy a car. With a monthly income of 5000 10000 yuan, 55% have already bought a car, and 60% intend to buy a car; Together, it accounts for 67% and 85% respectively, accounting for three quarters. pass by
It can be seen that these two groups of people are and will be the main body of the automobile market, and their intentions and preferences will inevitably influence the direction of the automobile market.
2. Consumers' concept of car purchase
50% of the respondents chose an economical car with a price of 6.5438+10,000 yuan. More than half of the consumers who plan to buy a car within one year choose an economical car instead of taking a ride. The pre-order price of this car is 50,000 -654.38+ 10,000 yuan. Families with a monthly income of 6,000 yuan have a car purchase plan. Nearly 80% car-owning families want to buy a second car within three years, and nearly 50% car consumers will wait and see because they are waiting for price reduction or discount. Moderate price reduction or discount preferential policies will directly promote these consumers to buy cars. Small displacement cars are the most popular. It is not difficult to imagine that for many automobile manufacturers today, small-displacement vehicles will still face fierce market competition.
All the respondents were divided by color, and 12% of the respondents liked white. Black people account for 48%; Red accounts for 8% and silver accounts for 20%; Blue accounts for10%; Yellow accounts for 2%, and the three main colors are still black, white and silver.
Third, the development of China automobile industry.
Independent innovation has become a short board of development, and the rapid development of China's automobile industry cannot be separated from a prosperous market. However, in the past five years, China's automobile industry has not gained more benefits from exchanging market for technology, and China's automobile industry is still unable to stand on its own feet. The technological innovation and brand of China automobile enterprises are mainly embodied in trucks, and the independent brand of cars lacks competitiveness. Lack of independent innovation is still the shortcoming of China automobile.
Brands are not competitive. Facing the increasingly prosperous market, the brand loyalty of automobile consumers in China has not yet formed, and brand loyalty has become a real worry of domestic cars.
The export scale needs to be doubled, and China's automobile and parts exports only account for a small part of the world's total automobile trade. It also faces problems and challenges such as international technical barriers to trade and suppression of vicious competition.
Four, the future analysis of China automobile industry and the solution to the problem.
In 20XX, faced with the complicated domestic and international economic situation, the automobile industry conscientiously implemented the strategic deployment of the CPC Central Committee and the State Council, adhered to scientific development as the main line, and accelerated the transformation and upgrading of the industry in accordance with the general tone of striving for progress while maintaining stability, overcoming difficulties and pioneering, and the whole industry showed a sustained and healthy development trend. The annual automobile production and sales reached 20 million vehicles, setting a new world record and ranking first in the world again. In 20 13 years, China's automobile industry achieved great success again: the national automobile production and sales reached 2211680,000 and 2198,41000,000 respectively, up by 14.8% and/over the previous year. Production and sales exceeded 20 million vehicles, hitting a new record high and setting a new global record, ranking first in the world for five consecutive years.
In the new energy automobile industry chain, it is not difficult to assemble the whole vehicle, and the main investment opportunities lie in the upstream related resources and important raw materials; Three core components: battery, motor and electronic control system; Construction of supporting facilities such as charging stations. Generally speaking, profits and investment opportunities are more concentrated in the field of batteries with high technical barriers and electronic control systems in all aspects. The main factors affecting the operation of the automobile industry are: car ownership, economic development level, social environment, industrial development strategy and other factors. Judging from these factors, the ceiling of automobile sales in China is far from being reached. Judge? Twelfth Five-Year Plan? During this period, the average annual growth rate of automobile sales can still be maintained at around 10%, and the sales in 20 15 will be close to 30 million vehicles. Outlook? Twelfth Five-Year Plan? The automobile industry policy will guide enterprises to change their growth mode, blindly pursuing scale expansion is unsustainable, and core technologies will play a more important role in enterprise development. Only by taking green energy conservation as the goal, strengthening independent innovation and improving the quality of growth can we conform to the trend and stand out.
From the consumption level, the basic factors to maintain the rapid growth of China's automobile consumption still exist: people's income will further increase, the growth of automobile consumption in second-and third-tier cities and even fourth-and fifth-tier cities will exceed that in first-tier cities, the process of industrialization and urbanization will continue to advance, and China's automobile consumption will continue to maintain a high level. Although there are still factors that increase the use cost, such as rising oil prices and parking fees, it still can't stop people's desire to buy a car. At present, the domestic and international environment facing the development of China's automobile industry is still very severe and complicated: the impact of the international financial crisis continues, and various forms of protectionism are obviously on the rise, which greatly restricts China's maintenance and expand external demand; At the same time, some deep-seated contradictions, especially structural contradictions, are still outstanding in domestic economic development, and there are still contradictions and problems in the development of automobile industry, such as extensive development mode, unreasonable industrial structure and low technical level. Optimizing and adjusting the industrial structure, realizing enterprise reorganization and improving the international competitiveness of the automobile industry are the long-term goals pursued by the automobile industry. Although China's automobile industry has basically established a preliminary industrial system including cars, trucks, buses, special vehicles and parts, and formed a number of backbone enterprises and groups, the overall strength is still far from that of developed countries in the automobile industry. The automobile industry is an important pillar industry of the national economy, and we should firmly develop the confidence of the automobile industry. At present, China's automobile production and sales have ranked first in the world, but the automobile industry is large but not strong. There are three main signs of automobile power: first, it has the ability of independent innovation and masters the core technology and * * * technology; Second, the industrial concentration is high, the competitiveness of enterprises is strong, and there must be enterprises that can compete with international first-class automobile enterprises; The third is to occupy a place in the international market. Through continuous efforts, China will be promoted from a big automobile country to a strong automobile country.
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