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市場調查報告書

中國對汽車車型的愛好

Car Model Preferences - China - March 2015

出版商 Mintel China 商品編碼 335221
出版日期 內容資訊 英文
商品交期: 最快1-2個工作天內
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中國對汽車車型的愛好 Car Model Preferences - China - March 2015
出版日期: 2015年03月31日 內容資訊: 英文
簡介

中國新小客車市場在過去數年達到飛躍性的成長。消費者需求也隨之多元化,汽車廠商及行銷商需要配合細分化的消費者階層來針對目標行銷。

本報告詳查中國的汽車車型的消費者喜好,提供您市場趨勢,推動市場成長要素,課題,革新,以及消費者趨勢之各種角度詳細驗證,現行市場市場規模的估計與未來預測。

第1章 序論

  • 定義
  • 調查手法
  • 簡稱

第2章 摘要整理

  • 市場情形
  • 主要企業品牌
  • 消費者
  • 提升消費者對主動式安全功能的認識是必需事項
  • 消費者對設計上的特色要求隨年齡及所得水準而變
  • 消費者的愛好與技術的發達達到共同進化
  • 消費者對選擇汽車車型的想法
  • 消費者對汽車的想法
  • 重要事項
  • 為何中國SUV車型暢銷?
  • 如何鎖定各種汽車購買者階層才好?
  • 提升對裝有主動式安全功能之重要性的認知
  • Mintel China的考察

第3章 市場課題和重要點

  • 為何中國SUV車型暢銷?
    • 市場資料
    • 未來的影響
  • 如何鎖定各種汽車購買者階層才好?
  • 提升對裝有主動式安全功能之重要性的認知

第4章 趨勢應用

  • 綠色低燃油消耗率
  • 擁有頂級生活
  • 建立自己的生活

第5章 市場規模及未來預測

  • 中國的汽車市場概要
  • 小客車的新車市場成長減速
  • 調查手法
  • 推動市場成長要素
  • 都市化
  • 汽車用金融商品的發展
  • 應重新鎖定目標的消費者領域
  • 消費者對SUV車和MPV車的想法變化
  • 市場成長的課題

第6章 市場分類

  • 過去3年小客車市場達到大變化
  • 各類型汽車的市場實際成果
  • 一般小客車
  • SUV車
  • 多用途汽車
  • cross-type小客車

第7章 市場佔有率

  • 小客車品牌的市場佔有率
  • 美國品牌成長順利
  • 為何Volkswagen在2014年沒能伸展佔有率
  • 日本車品牌為何持續丟失市場佔有率
  • 中國國產車為何持續丟失市場佔有率

第8章 發展革新的企業

  • 數位技術和綠色能源技術的融合
  • 汽車廠商和網際網路的巨大企業合作
  • 推進電動車擴販的動向擴大
  • 汽車廠商在目標裡加上女性消費者
  • 虛擬吉祥物在汽車行銷上也能使用

第9章 主要製造商和品牌

  • BMW Group
  • Mercedes-Benz
  • General Motors
  • Volkswagen Group
  • 豐田汽車
  • Nissan
  • Hyundai Group
  • Great Wall
  • BYD

第10章 消費者趨勢 - 對汽車的安全性功能的愛好

第11章 消費者趨勢 - 對汽車的設計上特色的愛好

第12章 消費者趨勢 - 對汽車的技術性功能的愛好

第13章 消費者趨勢 - 汽車車型選擇的想法方面

第14章 消費者趨勢 - 汽車的想法方面

第15章 消費者趨勢 - 第一級,2級,及3級城市消費者的類似之點和差異

附錄

目錄

“The new passenger car market in China has experienced a significant leap in the past few years. As a consequence, the market has become more sophisticated and complex than ever. Consumers are also becoming more diversified in their needs for cars. This requires businesses to adopt different marketing methods to target each individual.

Today's car buyers are shifting from using their car to reflect their personal success toward demonstrating their personality, indicating that consumers are likely to have different needs when they choose car models. Automakers and marketers need to use targeted marketing instead of a one-size-fit-all approach to target subdivided consumer segments. Lack of knowledge about specific car safety features also means there is an opportunity for manufacturers to influence their choice”- Yujing Li, Senior Research Analyst.

This report addresses the following key topics:

  • Why SUV models are popular in China?
  • How to target different types of car buyers?
  • Raising awareness of the importance of active safety functions

Table of Contents

1. Introduction

  • Definition
    • Figure 1: Classification standards of basic passenger cars, February 2015
    • Figure 2: Classification standards of SUVs (sport utility vehicles), February 2015
  • Methodology
  • Abbreviations

2. Executive Summary

  • The market
    • Figure 3: China total volume new passenger car sales forecast, 2009-19
    • Figure 4: New passenger car market share, by car type segment, 2010-14
  • Companies and brands
    • Figure 5: Top 10 new passenger car brand market share, by volume, 2013-14
  • The consumer
  • It's essential to raise consumer awareness towards active safety functions
    • Figure 6: Safety functions important to consumers in choosing which car to buy, December 2014
  • Consumers' desire for design features changes with age and income
    • Figure 7: Design features important to consumers in choosing which car to buy, December 2014
  • Consumer preference evolving with the development of technology
    • Figure 8: Technology functions important to consumers in choosing which car to buy, December 2014
  • Consumers attitude towards car model preference
    • Figure 9: Selected consumer attitudes towards car model preference, December 2014
    • Figure 10: Selected consumer attitudes towards car model preference, December 2014
  • Consumers' attitudes towards cars
    • Figure 11: Consumer attitudes towards cars, December 2014
  • Key issues
  • Why SUV models are popular in China
  • How to target different types of car buyers?
  • Raising awareness of the importance of having active safety functions
  • What we think

3. Issues and Insights

  • Why SUV models are popular in China?
  • The facts
  • The implications
  • How to target different types of car buyers?
  • The facts
  • The implications
  • Raising awareness of the importance of active safety functions
  • The facts
  • The implications
    • Figure 12: Safety functions important to consumers who aren't satisfied with current safety features in choosing which car to buy, December 2014

4. Trend Application

  • Green and Lean
  • The Suite Life
  • Life Hacking

5. Market Size and Forecast

  • Key points
  • Overview of the car market in China
    • Figure 13: Total volume sales of new and second-hand cars, 2009-14
  • Growth of new passenger car market is slowing down
    • Figure 14: China total volume new passenger car sales forecast, 2009-19
  • Methodology
  • Market drivers
  • Urbanisation
  • Development of car financing products
  • New consumer segments to target
  • Consumer attitude towards SUVs and MPVs has changed
  • Growth challenges

6. Market Segmentation

  • Key points
  • Passenger car market changes dramatically in last three years
    • Figure 15: New passenger car market share, by car type, 2010-14
  • The performance of different car types
  • Basic passenger cars
    • Figure 16: Top 10 best-selling basic passenger cars, by sales volume, 2014
  • Sports Utility Vehicles
    • Figure 17: Top 10 best-selling sports utility vehicles, by sales volume, 2014
  • Multiple Use Vehicles
  • Cross-type passenger vehicles

7. Market Share

  • Key points
  • Passenger car brand shares
    • Figure 18: Leading companies' market shares in the China car market, by volume (%), 2012-14
  • American brands are doing well
    • Figure 19: Top ten basic passenger car models, by sales volume, 2012-14
    • Figure 20: Top ten SUV models, by sales volume, 2012-14
  • Why Volkswagen hasn't increased its share further in 2014
  • Why Japanese brands are still losing market share
  • Why domestic brands are losing market share
    • Figure 21: Perception of different types of cars, by car type, December 2014

8. Who's Innovating?

  • Key points
  • The fusion of digital technology and green energy
  • Automakers are working with internet giants
  • More actions are taken to promote electric vehicles
  • Automakers are targeting female consumers
  • Virtual mascot is also be used in automotive marketing

9. Companies and Brands

  • BMW Group
  • Mercedes-Benz
  • General Motors
  • Volkswagen Group
  • Toyota
  • Nissan
  • Hyundai Group
  • Great Wall
  • BYD

10. The Consumer - Preference of Car Safety Functions

  • Key points
  • It's essential to raise consumer awareness of active safety functions
    • Figure 22: Safety functions important to consumers in choosing which car to buy, December 2014
  • High earners and lower earners have different views towards safety functions
    • Figure 23: Safety functions important to consumers in choosing which car to buy, by monthly personal income, December 2014
    • Figure 24: Factors important to consumers in choosing which car to buy, August 2013 and June 2014
  • Win by unique and practical safety functions

11. The Consumer - Preference of Car Design Features

  • Key points
  • Design features that can be flaunted easily are most desired
    • Figure 25: Design features important to consumers in choosing which car to buy, December 2014
  • Males are more likely to be picky in terms of design features
    • Figure 26: Design features important to consumers in choosing which car to buy, by gender, December 2014
    • Figure 27: Design features important to male consumers in choosing which car to buy, by age, December 2014
  • Potential spending power from female consumers
    • Figure 28: Design features important to consumers in choosing which car to buy, by gender and age, December 2014
  • High income consumers are showing preferences for subtle quality
    • Figure 29: Design features important to consumers in choosing which car to buy, by monthly personal income, December 2014

12. The Consumer - Preference of Car Technology Functions

  • Key points
  • Convenience and intelligence are the key components
    • Figure 30: Technology functions important to consumers in choosing which car to buy, December 2014
  • Consumers in their 40s are seeking more convenience
    • Figure 31: Technology functions important to consumers in choosing which car to buy, by age, December 2014
  • Connect vehicles to consumers' life via digital technology

13. The Consumer - Attitude towards Car Model Preference

  • Key points
  • Country of production has huge impact on car model preference
    • Figure 32: Consumer attitudes towards car model preference, origin of the marques related, December 2014
  • Endless safety concerns from Chinese consumers
    • Figure 33: Consumer attitudes towards car model preference, car safety related, December 2014
    • Figure 34: Agreement with the statement ‘The safety functions available can satisfy my needs', December 2014
  • Consumers with lower income are willing to learn more before purchasing
    • Figure 35: Consumer attitudes towards car model preference, by car configuration related, by monthly personal income, December 2014
  • SUV gains popularity because it satisfies various needs
    • Figure 36: Consumer attitudes towards car model preference, by SUV related, December 2014
  • Consumers' perceptions associated with different types of cars
    • Figure 37: Correspondence map of different types of cars, December 2014
    • Figure 38: Perception of different types of car, December 2014
  • Domestic brands are strongly associated with good value for money
  • Imported cars
  • International brands manufactured domestically

14. The Consumer - Attitude towards Cars

  • Key points
  • Use proper channels to communicate with consumers
    • Figure 39: Selected consumer attitudes towards cars, December 2014
  • Cars are considered a way to demonstrate individuality
    • Figure 40: Selected consumer attitudes towards cars, December 2014
  • Vehicles are no longer tools only for daily commutes
    • Figure 41: Selected consumer attitudes towards cars, December 2014
    • Figure 42: Disagreement with the statement ‘Having a car that can meet my daily commute needs (eg comfortable to drive, easy to park) is enough for me', December 2014
  • More chances for upgrade consumption
    • Figure 43: Selected consumer attitudes towards cars, December 2014

15. The Consumer - Similarities and Differences between Consumers from Tier One, Two and Three Cities

  • Key points
  • Current ownership
    • Figure 44: Consumer car ownership status, by city tier, December 2014
  • Future purchase intention
    • Figure 45: Consumer intention to buy a car, by city tier, December 2014
    • Figure 46: Consumer intention to buy a car, by city, December 2014

16. Appendix - Market Size

  • Figure 47: Total volume sales of new passenger cars, by segment, 2009-14
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