【作者】 周伟；

【导师】 余明阳；

【作者基本信息】 上海交通大学 ， 工商管理， 2009， 硕士

【摘要】 随着中国加入WTO后5年保护期的结束，国内汽车工业已进入全面竞争的局面，欧、美、日、意等传统汽车强国凭借国内较为深厚的合资整车生产底蕴，结合进口车渠道展现全新开发的产品，占据了大部分市场份额，为巩固市场份额，跨国企业投入大量人力物力研究中国消费者喜好，侧重内饰产品进行本地化开发。而中国政府大力提倡自主研发，扶持上汽、奇瑞等自主品牌企业，内饰产品属于个性化产品，不可沿用其他车型。在未来5-10年里，内饰产品自主研发能力显得非常重要，而是否能够理解消费者如何看待内饰产品，哪些要素可能影响消费者购车决策已成为内饰零部件企业需要研究的课题，从而在整车厂征集技术方案时给自己加分。内饰产品包括的零件多，边界产品广，影响因素杂，并且牵涉到一定汽车系统安全性能。行业人员关注视角和消费者不尽相同，整车厂设立4S店收集消费者意见，但对于内饰产品熟悉度远不如内饰企业；而内饰企业很少开展专业的市场研究尤其是通过调研问卷实地收集消费者的评价，所以在理解消费者需求的课题上至今没有完整的研究。基于此，本文作者利用日常工作中开展的一项消费者调研项目，结合市场营销专业理论和问卷调查的方法，设计问卷、收集消费者评价并开展消费者实车评价，最后用评价分值进行回归分析，寻找影响消费者对内饰满意度的因素排序。作者所在公司在国内内饰行业处于前列位置，尽管目前领先地位比较稳固，但竞争对手发展态势很猛，公司需要重新定位，寻找对整车厂客户新的价值贡献点，利于争取更多新业务。本文首先介绍了内饰产品和消费者偏好的概念，提出定位是企业实现最终品牌差异化的重点；其次总结了内饰产品可能影响消费者购车决策的要素，作为后续研究的假设范围；最后以市场调研为实施载体，收集消费者评价作为回归分析的依据。更多还原

【Abstract】 While the end of five years protection to China automobile industrysince entry WTO, China automobile industry has seen full competition.Auto-giants from Europe, America, Japan, and Italy occupy most of themarket by mature joint venture car making experience in China and state ofart product introduced through imported vehicle channel. In order to keepmarket share, they make big investment research Chinese consumerpreference and focus on local development on interior products. At the sametime, Chinese government promotes independent development, helps selfbrand companies such as Shanghai Automobile Industry Corporation, CheryAutomobile, etc. Interiors products are customized by vehicle, no carry overpossibility. It is extremely important to develop independent interiorsdevelopment capability in the next5-10years. Interiors companies need tounderstand consumers’ opinions to interiors, what are the key factors forconsumers to make purchase decision, which helps interior companies, winbusiness during technical review phase with car companies. Interiors products work with many neighbor products so that there aremany influential factors as well as certain vehicle system safety performance.Profesionals have different perspective from consumers. Car companiesnormally set up dealers to collect consumers comment but they are lessfamiliar with interiors parts than interior companies. But interior companiesrarely collect consumers comment through market research; therefore, thereisn’t complete consumer requirement research result yet.This thesis introduces a real consumer research project for interiors,which combining market ananlysis, positioning, differentiation, questionnairedraft, consumer clinic and real car comment, finally conducting regressionanalysis to find prority of interior influential factors. This helps the companylook for new positioning point to win new business from car companies.更多还原