中国汽车消费心理和消费行为——结构分层与多元一体的消费特性

China Automobile Consumption Psychology and Consumer Behavior: Consumption Characteristics of Structure Hierarchy and Unity in Diversity

随着全球各大汽车厂商纷纷着陆中国,我国汽车工业得到迅速发展的同时,也带来了新的外来消费文化,传统文化中的"煊势/耀威"的轿子文化以及现代审美文化的结合铸就了中国汽车消费市场的独特发展轨迹。消费群体的差异性直接导致了中国汽车消费市场的层次化特征,再加上媒体、汽车厂商等各方的作用力,共同致使中国特色的汽车消费心理与行为表现为结构分层、多元一体的中国式特征。

With the global big car companies are landing China,automobile industry in our country has been developed quickly;at the same time it also brings new foreign consumption culture.The combination of ＂Show off＂ in traditional culture and modern aesthetic culture created unique development track of China’s auto market.The differences of consumer groups led directly to layered characteristics of China’s auto market.In addition,the media,car companies also led to structure hierarchy and unity in diversity with Chinese characteristics of car consumer psychology and behavior