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市場調查報告書

中國汽車使用趨勢

Car Usage Habits - China - April 2015

出版商 Mintel China 商品編碼 335224
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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中國汽車使用趨勢 Car Usage Habits - China - April 2015
出版日期: 2015年04月30日 內容資訊: 英文
簡介

本報告針對中國各類汽車車主的汽車使用方式進行調查、提供市場動向、課題、汽車消費者動向等多角度驗證、在嚴峻的市場競爭中汽車製造商與行銷人員應該採取的行銷策略與市場機會詳細分析。

第1章 序

  • 定義
  • 調查方法
  • 簡稱

第2章 摘要整理

  • 汽車使用場合
  • 汽車車主70%進行1∼2天的旅行
  • 汽車車主一半以上有最少7種不同的狀況會使用汽車
  • 年輕消費者的不同用車習慣會影響最後購車決策
  • SUV車主在更多場合使用自己的車
  • 開車的感覺
  • 高所得者與父母親世代認為開車可擴展社交圈
  • 高所得者認為開車是紓壓的方法之一
  • 汽車車主認為比起興奮更感覺充實
  • 消費者分類
  • 重點項目
  • 比起著重機能介紹透過家族間的情感宣傳更能吸引消費者
  • 頻繁的使用汽車讓人更注意安全與舒適性
  • 與旅行業合作使品牌影響力提高
  • 靠著汽車廣告可減少網路行銷的打擾
  • Mintel China分析

第3章 市場課題與重點

  • 比起著重機能介紹透過家族間的情感宣傳更能吸引消費者
    • 市場數據
    • 對未來的影響
  • 頻繁的使用汽車讓人更注意安全與舒適性
  • 與旅行業合作使品牌影響力提高
  • 靠著汽車廣告可減少網路行銷的打擾

第4章 趨勢應用

第5章 消費者動向 - 汽車相關動向

  • 日本車品牌車主急速增加
  • 消費者在汽車方面有更多支出
  • 消費者喜好偏向SUV或MPV

第6章 消費者動向 - 消費者如何使用自己的車

  • 汽車車主70%進行1∼2天的旅行
  • 汽車車主一半以上有最少7種不同的狀況會使用汽車
  • 年輕消費者的不同用車習慣會影響最後購車決策
  • 30代消費者頻繁用車
  • SUV車主在更多場合使用自己的車

第7章 消費者動向 - 消費者開車時有什麼感覺

  • 一般汽車搶回消費者的機會
  • 高所得者與父母親世代認為開車可擴展社交圈
  • 高所得者認為開車是紓壓的方法之一
  • 北京的民眾與一般汽車車主在塞車時容易不耐
  • 汽車車主認為比起興奮更感覺充實
  • 品牌是引人注目的潛在機會

第8章 消費者動向 - 車主生活型態

  • 美國車與韓國車車主擁有社交與追隨流行的趨勢
  • 日本車車主有仔細確認並填寫感想的趨勢
  • 吸引中國自有品牌買家的方法

第9章 消費者動向 - 目標客群

  • 各消費者族群分類
  • 不常開車的駕駛
    • 消費者層分類檔案
    • 選擇比例較高的車
    • 對汽車的想法
    • 生活型態
    • 對行銷的影響
  • 家庭駕駛
  • 日常上下班使用駕駛
  • 追求形象駕駛
  • 追求整體的駕駛
目錄

“Today's car drivers not only drive for family occasions but also have desire to drive for self-indulgence and self-entertainment, which is mainly because they perceive driving as a way to gain fulfilment as well as an approach to relieve pressure. Therefore, marketing to them not only means providing them with functional benefits to fill the gap between current car models and their needs, but is also about understanding why they have those requirements. With fierce competition in the market, car marketers not only need to create more appealing stories and use them to impress consumers, but also need to make their marketing approaches less intrusive and more interactive. There is also a new and untapped opportunity for brands to catch consumer attention by addressing health problems associated with overuse of cars.” - Yujing Li, Senior Research Analyst.

In this report Mintel answers the following key questions:

  • How do consumers use their cars?
  • How do consumers feel about driving?
  • Is there any opportunity for brands in terms of marketing?

Table of Contents

1. Introduction

  • Definition
  • Methodology
  • Abbreviations

2. Executive Summary

  • Car usage occasions
  • 70% of car owners have done 1-2 day's trip
    • Figure 1: Car usage occasions, December 2014
  • More than half of car owners use cars on at least seven occasions
    • Figure 2: Repertoire analysis of car usage occasions, December 2014
  • Different car usage habits of young consumers may influence final purchase
  • SUV owners use their cars for more occasions
    • Figure 3: Repertoire analysis of car usage occasions, by type of car owned, December 2014
  • Feelings about driving
  • High earners and parents think driving expands their social circle
    • Figure 4: Consumer sentiment about driving cars, by demographics, December 2014
  • High earners are more likely to see driving as a way to relieve pressure
    • Figure 5: Consumer sentiment about driving cars, by household income, December 2014
  • Car owners are more likely to feel fulfilled rather than excited when driving
    • Figure 6: Consumer sentiment about driving cars, December 2014
  • Consumer segmentation
  • Key issues
  • Using family sentiment to evoke consumers instead of introducing functions directly
  • Heavy car usage indicates more attention to safety and comfort
  • Collaborating with travel industry to deepen brand influence
  • Making online campaign less intrusive in car advertising
  • What we think

3. Issues and Insights

  • Using family sentiment to appeal to consumers instead of functions
  • The facts
  • The implications
  • Heavy car usage indicates more attention to safety and comfort
  • The facts
  • The implications
  • Collaborating with travel industry to deepen brand influence
  • The facts
  • The implications
  • Making online campaign less intrusive in car advertising
  • The facts
  • The implications

4. Trend Application

  • Who are the Joneses?
  • Immaterial World
  • Many Mes

5. The Consumer - Trends in Car Ownership

  • Key points
  • Ownership of Japanese brands growing fast
    • Figure 7: Types of car already owned, by brand, August 2013 and December 2014
    • Figure 8: Japanese brands ownership, by personal income, August 2013 and December 2014
  • Consumers are spending more on their cars
    • Figure 9: Types of car already owned, by price range, August 2013 and December 2014
  • Consumers show more preference for SUVs and MPVs
    • Figure 10: Types of car already owned, by body type, August 2013 and December 2014

6. The Consumer - How do Consumers Use Their Cars?

  • Key points
  • 70% of car owners have done 1-2 day's trip
    • Figure 11: Car usage occasions, December 2014
  • More than half car owners use cars in at least seven occasions
    • Figure 12: Repertoire analysis of car usage occasions, December 2014
  • The different car usage habits of young consumers may have an influence on their final purchase
  • Consumers in their 30s are heavy car users
    • Figure 13: Repertoire analysis of car usage occasions, by age, December 2014
    • Figure 14: Car usage occasions, by age, December 2014
  • SUV owners use their cars for more occasions
    • Figure 15: Repertoire analysis of car usage occasions, by type of car owned, December 2014
    • Figure 16: Car usage occasions, by car type, December 2014

7. The Consumer - How do Consumers Feel About Driving?

  • Key points
  • An opportunity for basic passenger cars to win back consumers
    • Figure 17: Consumer sentiment about driving cars, by type of car owned, December 2014
    • Figure 18: Monthly household income of car owners, by type of car owned, December 2014
  • High earners and parents are likely to expand their social circle via driving
    • Figure 19: Consumer sentiment about driving cars, by demographics, December 2014
  • High earners are more likely to see driving as a way to relieve pressure
    • Figure 20: Consumer sentiment about driving cars, by household income, December 2014
  • People from Beijing and basic passenger car owners are more irritated in rush hour
    • Figure 21: Consumer sentiment about driving cars, by demographic and type of car owned, December 2014
  • Car owners are more likely to feel fulfilled than excited when driving
    • Figure 22: Consumer sentiment about driving cars, December 2014
  • Potential opportunity to make brand stand out
    • Figure 23: Consumer sentiment about driving cars, by different car owners, December 2014
    • Figure 24: Consumer sentiment about driving cars, by car type and brands, December 2014

8. The Consumer - Lifestyle of Car Owners

  • Key points
  • US and Korean car owners are likely to be sociable and stay in fashion
    • Figure 25: selected lifestyle statements about car owners, by brands' country of origin, December 2014
  • Japanese brand owners are likely to check and write comments
    • Figure 26: selected lifestyle statements about car owners, by brands' country of origin, December 2014
  • Potential method to attract Chinese self-owned brand buyers
    • Figure 27: selected lifestyle statements about car owners, by brands' country of origin, December 2014

9. The Consumer -Target Car User Groups

  • Key points
  • Mapping out the different consumer clusters
    • Figure 28: Consumer segmentation, December 2014
    • Figure 29: Agreement to attitudinal statements, by cluster group, December 2014
  • Low-frequency Drivers
  • Demographic profile
  • Cars they tend to drive
  • Attitudes towards cars
  • Lifestyle
  • Marketing implications
  • Family Drivers
  • Demographic profile
  • Cars they tend to drive
  • Attitudes towards cars
  • Lifestyle
  • Marketing implications
  • Daily Commuters
  • Demographic profile
  • Cars they tend to drive
  • Attitudes towards cars
  • Lifestyle
  • Marketing implications
  • Image Seekers
  • Demographic profile
  • Cars they tend to drive
  • Attitudes towards cars
  • Lifestyle
  • Marketing implications
  • Want-it-alls
  • Demographic profile
  • Cars they tend to drive
  • Attitudes towards cars
  • Lifestyle
  • Marketing implications
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