基于联合分析的SUV消费偏好研究  

A Study on Consumer Preference of SUV based on Conjoint Analysis

作　　者：孙鹏飞[1] 张志城[1] 

机构地区：[1]厦门理工学院机械与汽车工程学院,福建厦门361024

出　　处：《厦门理工学院学报》2015年第4期26-32,共7页Journal of Xiamen University of Technology

摘　　要：以哈弗、翼博、途胜三种主流SUV品牌为研究对象,从综合考量多种消费属性偏好的视角,随机选取100名有意购买或已经购买过这3种品牌车型的消费者为调查样本,采用联合分析法与SPSS软件分析法,实证分析这3种品牌的消费属性偏好及其重要性程度。结果表明,消费者在购买SUV时,最先考虑价格,其次是品牌,然后才是汽车级别、颜色、排挡方式、发动机排量以及售后服务。为此,汽车销售部门在保有价格竞争优势的同时,应从汽车级别、颜色、排量、售后等方面入手,提高市场占有率。Taking the three mainstream SUV brands of Harvard, EcoSport and Tucson as subjects in a survey of consumer preference, 100 consumers who are interested in purchasing or have purchased the three brand models were then randomly selected as the subjects to analyze the consumer attribute preference and the importance of the brands, using the conjoint analysis method and SPSS software. The result shows that the price is the first factor to be considered in the purchase of SUV, followed by the brand, the car ranking, color, gearing, engine displacement and after？sales service. Therefore, to increase the market share, the auto sales sector should strive to improve the car ranking, color, engine displacement, and after？sales service, in addition to the competitive advantage in price.

关 键 词：SUV 消费偏好 联合分析法 正交试验 

分 类 号：F426.471[经济管理—产业经济]