In our present society, the frequency of reporting is on the rise. Usually, the report has a lot of content and a long length. Actually, writing a report is not as difficult as you think. The following is a 2000-word automobile market model report I compiled. Welcome to read the collection.
Automobile Market Research Report 1 I. Market Overview
6 1 The joint market share of BMW and Audi has further expanded, while the market share of other brands has declined, and Audi has grown significantly this month.
In terms of 6 1 manufacturer's attention, FAW Audi and BMW Brilliance are still the two hot manufacturers competing for the championship, but this month FAW Audi quickly opened the gap with BMW Brilliance and won by a clear advantage.
The market share of 6 13.0L and 2.5L medium and large-sized vehicles has declined, and the total market share this month is less than 50%. The BMW 5 Series is still the car that consumers are most concerned about.
6 1 consumers' ATtention is focused on the car body structure and at (automatic transmission) medium and large body, which have high market share in their respective fields.
Second, the basic situation of the study
(a) the purpose and content of the study
1, to understand the current situation of consumers' consumption of automobiles and the consumption characteristics of the automobile market.
(1) Understand the factors that consumers consider when buying a car, such as price and color.
(2) Understand the strength, market share and after-sales service of competitors in the market, and clarify their position in the market.
(3) Understand the macro environment that consumers consider when buying a car.
2. Study the psychological motivation and consumption behavior characteristics of automobile consumers.
(1) Understand the purpose of buying a car and the way to understand it.
(2) The relationship between consumers' purchasing power and income, education level, lifestyle and brand loyalty.
3. Understand consumers' acceptance of the cars produced by the company.
(1) Company's new product acceptance.
(2) Respondents' demands and opinions on automobiles.
(ii) Progress in investigation and research
The scope of this survey is development zones, downtown commercial cities, driving schools and banks. The respondents are defined as people who have obtained motor vehicle driving licenses, have fixed jobs, are between the ages of 25 and 45, and earn more than 3,000 yuan a month, mainly men. A total of 100 questionnaires were distributed in this survey, and 90 valid questionnaires were recovered, with an effective rate of 90%. The survey has been strictly reviewed and loaded to ensure its validity.
(3) Information of the respondents
About 65% of the respondents are between 25 and 35 years old, and 35% of the respondents are between 35 and 45 years old. The respondents' occupations are mainly individual industrial and commercial households and managers of enterprises. The average family income of the respondents in this survey is relatively high, with 3000 yuan accounting for 85% and more than 4000 yuan accounting for 15%.
Three. Summary of research report
(A) the basic situation of consumer car consumption analysis
The automobile market is extremely hot this year. With the improvement of people's living standards, the demand for cars has also increased. The automobile sales market presents six characteristics:
① Consumers' psychology of holding money for purchase is gradually weakening.
② Young people become a new force in car buying.
③ Hot-selling models need to be booked.
④ Domestic cars still occupy the dominant position in consumption.
⑤ Economy cars have the largest market share.
It has become a trend for cars to enter the family.
3. Different levels of sales statistics
4. Price choice
(B) the characteristics of automobile consumption
1. Why consumers buy cars.
2. The purpose of consumers buying cars.
3. Factors that consumers should consider when purchasing.
(1) the influencing factors of the car itself.
② Influencing factors of manufacturers.
③ Influencing factors from manufacturers.
④ Influencing factors of potential customers.
⑤ Influencing factors of surrounding environment.
⑥ Influencing factors of related products.
4. Media selection preferences.
(C) the current trend of car purchase
Trend 1:
The post-80s generation will become an important force in automobile consumption, and the post-80s generation will become an important force in automobile consumption.
6 1 Getting married and buying a car will become a new feature of automobile consumption after 1980s.
6 1 cars with personalized appearance and beautiful colors will be sought after by the post-80 s.
Trend 2: The era of designing products according to the characteristics of China market has begun. 6 1 The era when any product (outdated and obsolete model) can succeed is over.
6 1 new products (introducing new models directly from their own resources) will be successful soon. The era of 6 1 targeted design or transformation of products with China consumer demand as the core has begun.
Trend 3: MPV, station wagon and hatchback design will be favored.
6 1 hatchback has been fully accepted by consumers in China, and the hatchback design of MPV, station wagon and sedan will gradually be favored by everyone.
Trend 4: The characteristics of China consumers determine the large-scale car body.
6 1 body enlargement will still be the development trend of B-class car market; The large-scale body of the C-class car market not only brings competitiveness, but also brings extra premium.
Trend 5: Sports and fashion will become mainstream design elements.
6 1 represented by class b cars. Many models add a lot of sports elements in appearance, but they don't want to be positioned as sports style products.
Trend 6: Design details are increasingly valued by consumers. .....
The homogenization of 6 1 products and the continuous maturity of consumers have prompted people to pay more and more attention to design details.
Trend 7: Individualized demand of consumers in China appears.
6 1 Personalized design needs to meet the individual psychological needs of consumers, so personalized design is not completely equal to the unique appearance.
Trend 8: The soaring oil price will promote the first marketization of hybrid vehicles. ......
Fourth, the basic conclusion of the study.
Analysis on the basic situation of consumers' automobile consumption
1. Analysis of the automobile market situation in China this year.
In the past six months, the sales of China automobile market showed an unprecedented gratifying situation. The sales climax of the whole automobile market has been repeated, and the sales records have been refreshed again and again. The hot sale of domestic economical cars has promoted the popularity of the automobile market. Car dealers are happy and people are happy!
Car sales are booming this year.
At the beginning of the year, industry insiders predicted that the first quarter of this year will still be the peak of the auto market, and the second quarter will turn from the low point in previous years to the recovery period. In the third quarter, the auto market will begin to fade, and in the fourth quarter, the auto market will be affected by tariffs and seller's prices. After entering the third quarter, the phenomenon of holding money for purchase will surely repeat itself.
The industry's forecast only became a reality in the first quarter. In the second half of last year, many consumers had great expectations for the price reduction of automobiles after China's entry into WTO, and the phenomenon of holding money for purchase was very common. At the beginning of the year, the sharp price reduction in Li Xia led to the price reduction of various models across the board, and most automobile manufacturers introduced new models. Coupled with traditional festivals such as the Spring Festival, for a time, Beijing's major auto markets became "hot", and the purchasing power accumulated by consumers years ago was suddenly released.
/kloc-in the second week of October, the sales volume of the northern automobile trading market increased by 60% compared with the first week, and kept increasing in the third week, which set off a hot sale tide before the Spring Festival. Known as the "China Auto Market Barometer", Beijing Asian Games Village Auto Market (referred to as "Asian Market" for short) reached 1.3 million vehicles in the first quarter of this year, with a transaction volume of 2 billion yuan, up about 30% year-on-year. Guo Yong, Minister of Asian Business Information Center, said that according to the statistics of Beijing Administration for Industry and Commerce, in the first quarter of this year, the city's automobile transaction volume was about 654.38+million, and the number of vehicles registered in the vehicle management department reached120,000.
In April of the second quarter, the monthly production and sales of automobiles nationwide increased by more than 10%, setting a new record again. In that month, the national automobile sales reached 96 1 10,000 vehicles, an increase of 15.53% from the previous month and an increase of 38 1 1% from the same period last year. In April, sales in Asia reached 5,250 vehicles, 65,438+0,545 vehicles more than 3,705 vehicles in the same period last year, a record high.
There are many reasons for the decline in sales in May. First of all, before May Day, many families realized their car purchase plans. During the long holiday, more people turned their attention to travel. Secondly, some brand car resources are insufficient, which leads to car buyers waiting in line. Finally, a considerable number of consumers hold a wait-and-see attitude towards the new cars listed this year. In June, sales began to pick up, with a total of 94,700 cars sold nationwide, up 6.49% from the previous month and more than half from the same period last year.
In the second quarter, the sales volume in Asia reached10.4 million, and the sales reached10.9 billion yuan. The sales performance in the second quarter was basically the same as that in the first quarter, not as previously predicted. Sales in July did not drop as sharply as in previous years. Since July, the weekly sales volume in Asia has remained at 65,438+0,000 units, much higher than the 6,700 units in the same period last year.
In the first half of this year, the fiery auto market showed six characteristics. Minister Guo Yong of the Asian Business Information Center made the following analysis based on the sales situation of the market and the consumer survey in the Asian market:
Consumers' psychology of holding money for purchase is gradually weakening. A survey of Asian consumption in May showed that consumers' mentality had changed from wait-and-see to active purchase. Although the respondents indicated that only 65,438+08.7% people bought a car, most people were still consulting the price and looking at the car. However, the proportion of people who said they would buy a car in the near future was as high as 48%, and 77% of them said they would buy a car at the end of the year. This shows that consumers' purchasing psychology has undergone a fundamental change, and the consumer psychology of holding money for purchase has been greatly weakened.
Young people have become a new force in buying cars. Since the beginning of this year, the upsurge of private car consumption has become higher and higher, and there are more and more young people among many consumers.
The survey found that young people are forming a brand-new private car consumer. Most of them are well-educated, with advanced consumption consciousness and strong consumption consciousness and ability. Among the 276 consumers surveyed, 59% are young people under 35, and 26.5% of the respondents are young people under 25.
Hot models need to be booked. This year's auto market is unprecedentedly hot, especially in March and April, some models of cars were once out of stock. Some consumers have to book in advance in order to buy hot-selling cars, which is rare in previous sales. In the first half of the year, the "darlings" of the automobile market were mostly the models of mainstream brands, such as Shanghai Volkswagen's POLO, Fukang Elysee, Li Xia 2000 and Buick GL8.
Domestic cars are still the dominant consumer. Although the price of imported cars fluctuated at the beginning of the year because of the sharp reduction of tariffs, the price of imported cars rose against the trend in the following months due to the influence of import quotas, which greatly reduced the enthusiasm of consumers to buy imported cars. According to the survey, compared with the beginning of last year, consumers still mainly buy domestic cars, with the proportion rising to 70%, while the proportion choosing to buy imported cars dropped to 65,438+05.3%. In the first half of this year, the top ten cars in Asia were all made in China. Economy cars occupy the largest market share. Economical cars purchased by families have become the main driving force of the automobile market this year. Among the cars with many price points, the car with the price of 50,000 yuan to 6,543.8+10,000 yuan has the highest growth rate, and the car with the price of 6,543.8+10,000 yuan has the largest market share, accounting for a quarter of the total.
It has become a trend for cars to enter the home. This year, the stability of consumption policy, the sharp reduction of domestic automobile prices and the continuous introduction of new models have prompted private consumption to soar, but the most fundamental reason is the maturity of consumers' concept of automobile consumption. The survey shows that the main purpose of consumers buying cars is to improve their quality of life, accounting for 47% of all reasons for buying cars, which is much higher than 28% of reasons for work needs.
Automobile market research report II. Research projects:
1. Operate a 4S shop.
2. The present situation and demand of automobile marketing talents.
3. The professional ability requirements of automobile marketing talents.
4. At present, the defects of automobile marketing in China.
Purpose of investigation
1. Through the systematic investigation of post setting, service mode matching and basic operation of automobile sales co., Ltd., we have a deeper understanding of 4S stores and improved our understanding.
2. Through investigation, make a clear orientation for the future career development of our automobile marketing students, make further self-reflection on the requirements of marketing environment and professional ability, and make clear the requirements of the current automobile market for graduates.
3. Understand the defects in the current domestic automobile sales market, improve their comprehensive quality, and strengthen their work awareness and professional skills.
Significance of investigation
Market research plays a dual role in automobile marketing system. On the one hand, it is an integral part of market information feedback and a basic tool to open up new market opportunities. The definition of market research given by these two roles can be embodied as follows: market research is a method to connect consumers, customers and the public with marketers. This information is used to identify and determine marketing opportunities and problems, generate, refine and evaluate marketing activities, monitor marketing performance, and improve people's understanding of the marketing process. It also creates a better employment platform for students who are about to find jobs, improves their ability, develops in an all-round way, and is convenient for applying what they have learned.
Main brands:
The company's existing sales department, marketing department, after-sales service department, finance department, administration department and customer care department will also adhere to Shanghai Volkswagen's corporate philosophy of pursuing Excellence and always striving for the first place, take people as the foundation, serve customers well, and at the same time, recruit talents to provide a stage for outstanding talents to display their talents, and create more social values while realizing corporate and personal values.
The company has more than 50 employees, 35 with bachelor degree or above, 5 senior maintenance technicians, 9 intermediate maintenance technicians and 3 junior maintenance technicians. All sales consultants have been trained and certified by Shanghai Volkswagen Headquarters, and all after-sales technicians have passed the technical training and assessment of Shanghai Volkswagen Headquarters. At the same time, it also provides customers with personal car purchase credit business provided by SAIC Finance Company. Personal car loan has low threshold, low interest and light burden. Acting for China Ping An and China Dida auto insurance business, and issuing new car licenses. Auto insurance discount and fast new car decoration are original accessories. Take customers as the center, provide convenience to meet customers' needs, earnestly fulfill corporate responsibilities, and create better services for customers with good and thoughtful services. The abilities required by the post group for automobile marketing business are basically included, and their social abilities focus on professionalism, cooperation and communication, and planning and innovation.
Personnel capacity requirements:
1, with good professional ethics and law-abiding;
2. Have the ability to make work plans;
3, with the ability of automobile product market research,
4. Have good interpersonal and communication skills;
5. Ability to solve practical problems;
6. Have rich knowledge of automobile structure and automobile technical evaluation ability.
7. Have good team spirit and strength; Customer service consciousness.
8. Ability to learn new technologies independently.
9. Master the basic principles of automobile sales.
10, with certain organizational and coordination abilities;
1 1, with the ability to organize and implement automobile sales planning, evaluation and summary;
12, with on-site management ability of automobile sales, and master user psychology and social etiquette; Have the ability to engage in automobile insurance, survey and claim settlement business.
13, master the knowledge and skills of automobile after-sales service; Knowledge and skills related to safe and civilized production and environmental protection.
14. Have a driver's license and be familiar with car driving.
Some problems found in the investigation: through the investigation of automobile sales co., Ltd., it is found that the hardware conditions of its 4S shop are quite advanced and complete, but the software is relatively weak. There are some problems in personnel structure and quality, mainly in the following aspects.
(1) The service consultants of second-line brands have low professional quality and weak service awareness.
(2) Lack of lean management awareness and low work efficiency.
conclusion
1. China's automobile consumption market has great potential, and its production and sales will continue to grow in recent years. The automotive aftermarket has broad prospects in the automotive service field, the demand for automotive marketing talents is still strong, and the prospects for automotive sales personnel are promising.
2. According to the investigation on the ability and quality of automobile marketing personnel, in addition to the usual requirements for professional knowledge and skills of marketing personnel, the requirements of enterprises for employees' humanistic quality have been highlighted, and more attention has been paid to spiritual and humanistic qualities such as professional ethics, professionalism, teamwork and communication skills.
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