Five selected automobile sales survey reports, 1500 words.

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Automobile sales survey report model article 1 abstract

In the past three years, the production and sales of China automobile market have developed rapidly, and the market environment has changed greatly, which has made China automobile industry face the pressure of restructuring and integration, and the profits of enterprises have been declining. This forces automobile enterprises to constantly adapt to market changes and seek new profit growth points, thus achieving rapid development. For China's automobile manufacturers, the practical and feasible way is to adapt to the changes of market demand, improve service level, establish independent brands and choose appropriate sales models, so as to seek their own development in more fierce competition. Current situation of China automobile market.

After 50 years' development, China automobile industry started from 1953, and became a big automobile producer, and was listed as one of the top ten automobile producers in the world by international manufacturers' organizations. In the past 20 years, the production and sales of automobiles have reached 4.44 million and 4.39 million respectively, with year-on-year growth rates of 35.2% and 34.2% respectively. This is the second consecutive year that the domestic automobile industry has achieved rapid growth since China joined the WTO, but it is not equal to strong growth. The gross output value of automobile industry in developed countries accounts for about 10%-20% of the gross national product, while that in China is less than 3%. There is still a long way to go for the automobile industry to become a pillar industry in China.

First, the status quo of the automobile market in China

1. 1, the development of China automobile market.

Before 1994, automobiles, as one of the important "first-class materials" of the country, together with steel and grain, were all produced according to the established plans of the country, and the specifications and quantities allocated were completely determined by the country; China automobile trade and China automobile sales, the two main automobile sales channels, are also completely controlled by the government, and automobile production and consumption are carried out under strict digital constraints; At that time, government officials' speeches on the "forecast" of automobile production and sales in the coming year were always extremely accurate, because the production and sales were already planned and were not determined by the market at all. Therefore, there is no marketing at this stage.

Between 1984 and 1985, the state implemented a dual-track system of planning and market, allowing enterprises to sell some cars that exceeded production capacity. At this point, the' middleman' appeared. Resources are in the hands of a few people, purchased at the planned price, and then sold at a very high market price, and the price is fired to the highest. "Middlemen" use their rights to control resources, earn high profits in "buying and selling", drive the automobile investment fever, and cause abnormal "market prosperity"; On the contrary, it has curbed the bud of "automobile marketing".

The fundamental change of China's automobile sales system took place in 1994. the State Council promulgated the industrial policy of automobile industry, which clearly pointed out that "automobile industry enterprises are encouraged to establish their own product sales system and after-sales service system according to internationally accepted principles and models". Since 1996, the automobile market has been basically liberalized, and automobile prices have started to fall. Hongqi and Santana have drastically reduced their prices, which has brought a strong shock to the entire automobile industry, and the first price war began.

The landmark event of automobile marketing should be 1998. Companies such as GM and Honda bring brand monopoly mode. Prior to this, SAIC Volkswagen manufacturers and merchants jointly invested and established brand stores according to the standards of 4S stores. However, in this mode, the investment of manufacturers is too large, and there is basically no concept of agency, so it cannot be implemented.

Since then, the independent sales system of automobile manufacturers has gradually grown and become the main channel of automobile sales in China. After 200 1, brand monopoly became the mainstream, almost all manufacturers set up 4S stores, and some simple sales services and marketing strategies began to be applied and developed. It was not until 20 years ago that the national automobile production and sales exceeded one million vehicles for the first time. Automobile production and sales continued to grow at a high speed throughout the year, and there was almost no difference between off-season and peak season. The car sales situation seems to be very good. In the past year or two, the automobile market has been extremely rich in products and unprecedented in price reduction, but the automobile market has not erupted as expected, and most consumers still hold a wait-and-see attitude towards buying a car. The car market is depressed. In the past 20 years, the automobile demand in China has increased 15%-20%, and the production capacity has increased by 20%. It is predicted that the situation of overcapacity in the automobile industry may be further aggravated and will still belong to the buyer's market within 20 years. Behind the huge market demand is more intense market competition. As a complex industrial product and bulk consumer goods, automobile marketing has also undergone more changes and become more complicated.

Recently, China's automobile consumption continues to heat up, and domestic commercial banks have launched corresponding automobile loan business. So, are consumers willing to borrow money to buy a car? What kind of loans are acceptable to them? Recently, a survey company in Shanghai conducted a survey on some related issues of auto loans to consumers.

Model automobile sales survey report II. The purpose of the investigation:

With the continuous improvement of people's material living standards, family cars have entered the homes of ordinary people and become a new consumption hotspot. And this trend is still growing. In order to further understand the consumption of family cars in China, our social practice group of prediction and decision-making specially organized this survey.

Two. Survey content:

More than 60 valid questionnaires were collected in this survey. This survey is mainly aimed at working-class consumers. In this survey, we conducted a questionnaire survey of consumers in different regions by e-mail. Although we only collected more than 60 valid questionnaires, these data came from Xiangzhou District, Doumen District and Jinwan District. The subjects of the survey are teachers, government employees, enterprise employees, individual bosses and so on. The survey covers automobile consumption demand, automobile evaluation, influencing factors of automobile purchase, after-sales service, consumption tendency, age structure, income level and many other aspects. This survey provides valuable reference for the development of automobile industry and the improvement of automobile consumption environment in China.

Three. Analysis of survey results

(A) analysis of consumer car purchase

The survey results show that consumers who own family cars account for 13.3%, and now consumers who don't own family cars account for 86.7%. Therefore, the domestic car market in China is still very huge. Although our survey results show that the family car ownership rate is higher than the standard of every 100 family cars announced by the National Bureau of Statistics, there are two reasons. First, our survey target is working-class consumers, not all families, but more. On the other hand, because of time, we don't have much time to collect more questionnaires, which leads to the error between our questionnaire results and the official results. Among the 86.7% consumers who haven't bought a car, the proportion of choosing to buy a car within 1 year, within 2 years, within 2-5 years and over 5 years is 0.045, 0.227, 0.432 and 0.295 respectively. We can see that 70.5% of consumers who have not bought a car will buy a car within five years, that is to say, the next five years will be a period of rapid growth in car sales.

(b) Analyze the age structure of the survey sample.

The survey results show that the most popular age group for buying cars is 3 1-40 years old, accounting for 38.3% of the total sample. It can be seen that this age group is the backbone of automobile consumption, and the people of this age group are mainly middle-aged people who have worked for a period of time. They have a successful career and relatively stable income, so they also have considerable demand for cars. Followed by 26-30 years old, accounting for 25% of the total sample, this part of consumers, young, fashion-oriented, began to work, with a certain income, their careers have begun to enter the formal, and their enthusiasm for cars is also high, so the demand for cars is relatively large; Thirdly, consumers aged 25 and under account for 20% of the total sample, mostly young people pursuing fashion. Their enthusiasm for cars is high, but their purchasing power is limited, so their demand for cars is limited; Only 1 3.63% of the people aged over/kloc-0, mainly because some people in this age group are inconvenient to drive because of physical reasons, and some people have a strong concept of thrift, so there are only a few people.

There is a certain demand for family cars.

(C) the income analysis of the survey sample

The survey results show that consumers with a monthly income of 20-5,000 yuan account for 51.7% of the total sample; Followed by consumers whose monthly income is below 20 yuan, accounting for 23.3% of the total sample; Thirdly, the consumption class with a monthly income of 5000-8000 yuan accounts for 21.7% of the total sample; Finally, consumers with monthly incomes of 8000- 10000 yuan and 10000- 15000 yuan account for 1.7% respectively. There are no consumers with a monthly income of more than 20,000. It can be seen that the sample of this survey is universal, and the monthly income level of most respondents is at the middle income level of 20-5,000 yuan. This survey data is in line with the current reality. So the data is credible.

(D) Analysis of consumers' car purchase purpose.

The survey results show that the main purpose of consumers buying cars is to facilitate work, and 36.6% consumers choose this option. Enjoying life and improving the quality of life have become the second major purpose of consumers buying cars, with 20.7% consumers choosing this option. The main purpose of ranking third is to improve your image. The following are: an essential part of life, transportation and comparing others. For most consumers in China, cars are still luxury goods, which can be seen from consumers' choice of their roles. At the same time, it also shows that with the continuous improvement of people's material level, people pay more attention to their own image and life enjoyment, which conforms to the assumption of demand level and is also the embodiment of social development and progress.

I have entered the period of rapid economic development, and the number of family cars has increased sharply, which is a severe challenge to urban traffic and air quality.

Model report of automobile sales survey The third report title: National automobile consumption market survey report.

Survey location: the whole country

Survey method: online survey.

Survey time: March 27th to April 25th.

Number of samples: 3268

Interviewee: Internet users

Beijing Asian Games Village Automobile Trading Market.

Report content:

The survey lasted for one month from March 27th to April 25th, covering the current situation and future direction of automobile consumption, 33 topics and 100 options. The people who accepted this survey were all over 32 provinces, municipalities and autonomous regions in China, and a total of 3,268 valid survey answers were obtained. Among them, Beijing has the largest number of respondents, with 944 people, accounting for 28.89%; Xizang Autonomous Region is the least. The characteristics of the people surveyed are as follows: young men aged 23-40 are the main ones. They generally have higher academic qualifications, relatively stable jobs, higher incomes and care more about cars. They are the main potential consumers of private cars, especially cars. The above consumption characteristics coincide with the reader orientation of this edition. What they care about will naturally become the focus of this newspaper.

The "Online Survey on the Current Situation of the National Automobile Consumption Market" sponsored by 8 Internet websites and 7 media co-organized by Beijing Asian Games Village Automobile Trading Market, the largest automobile trading market in China, recently ended. The results of this survey show that the market is not decided by the government and merchants, but by consumers who really decide its "future".

Why don't I buy a car now?

1. High price, low income and low impact on car purchase.

When investigating what are the main factors that affect the respondents' car purchase, 7 1% of the respondents chose car price, 53% income level, 28% policy, 2 1% environmental impact, and only 7% chose road restriction.

It is not difficult to see from the above survey data that the main reasons restricting private car purchase in China are still high car prices and relatively low family income. According to the survey, 87% of consumers think that the price of domestic cars is too high and want to reduce the price; 12% people think that the price of domestic cars is suitable now. Among the factors influencing consumers to buy a car, the price is still the first, and 80% people think that the price factor will be considered when buying a car; The second place is after-sales service, 63%; The brand factor of automobile only accounts for 37%, ranking third; Considering automobile performance factors, it ranks fourth, with 24%. However, only 1 1%, 6% and 4% people consider car purchase mode, car purchase service, car practicality and other factors.

2. The car environment is not good.

Car use and car purchase environment are also the main factors that affect private car purchase besides car price. In this survey, most of the respondents expressed dissatisfaction with the car-using and car-buying environment, and only 2 1% of the respondents expressed satisfaction with the car-buying environment. Among Beijing, Tianjin and Shanghai, Tianjin has the highest satisfaction rate of only 35%. As for the reasons for dissatisfaction, 6 1% people think that the out-of-price cost of car purchase is too high, 59% people think that the procedures for car purchase are cumbersome, and 42% people are dissatisfied with local restrictive measures. In Beijing, Tianjin and Shanghai, because of Shanghai's car license plate auction policy, Shanghainese are most dissatisfied with the out-of-consideration fees and local restrictions, of which 67% are dissatisfied with the out-of-consideration fees. However, because of Beijing's new environmental protection and parking permit policies, the car purchase procedures are more complicated, so Beijingers are most dissatisfied with the cumbersome car purchase procedures, with 6 1% choosing this option.

Only 18% people think they are satisfied with the interior environment, while only 10% people in Beijing and1%people in Shanghai are satisfied, which is far below the average level. Beijing people are most dissatisfied with road congestion and lack of parking spaces, accounting for 74% and 60% respectively, while 69% of respondents in Shanghai are dissatisfied with the high parking fees.

Model Report of Automobile Sales Survey 4 I. Market Overview

In the past 20 years, the automobile market has become more cruel and the competition has become more intense. While insisting on quality and service, increasing market investment will become the only way for automobile enterprises to seize the share. First of all, the impact of policy delisting continues, the three guarantees policy is expected to be introduced, and the market environment is more severe. Secondly, new cars continue to grow and their competitiveness is enhanced, while the market share of market segments is still declining, and a new round of war is about to break out. Thirdly, consumers' consumption concept is more mature and rational, and they have higher requirements for brands. In a series of internal and external troubles, whoever grabs more market space first will win more opportunities.

Second, the competitive situation

Passat: a mid-level car brand designed by Volkswagen, which is classified as a B-class car in the Volkswagen pedigree. In 20 years, Shanghai Volkswagen Co., Ltd. put Passat b5 into the Greater China market.

Magotan: Magotan comes from futureb6, which is closely related to Passat of Volkswagen in Germany and is the sixth generation model of Passat brand. FAW-Volkswagen brand-new Magotan was listed in Hangzhou on July 28th, 2000, and was produced and sold by FAW-Volkswagen Automobile Co., Ltd..

Camry: Camry is a brand of Toyota Motor Corporation, which came out in the 1980s. Nissan Teana: Teana is one of six Nissan models introduced to China market by Dongfeng Motor Co., Ltd. in 20 years.

Accord: Honda Accord has become one of the benchmarks for mid-to high-end cars in the market for ten years. LaCrosse: LaCrosse is a brand-new mid-to-high-class sedan launched by Shanghai GM on February 22nd, 2000. The main purpose of launching LaCrosse is to replace LaCrosse and occupy an important position in domestic mid-to high-end cars.

Mazda 6: mazda 6 is the latest product launched by Mazda in 2 1 century, and it is also a mid-level car launched at the Tokyo Motor Show in the 20th year.

Sonata: The Sonata sedan launched by Beijing Hyundai is the most successful model developed by Hyundai Motor Company of Korea. As a mid-to-high-class car, Sonata has achieved good results in Korea, China and the United States.

The competition in the mid-to high-end car market is fierce. Dongfeng Da Yue Kia k5 Zia ranked only 12 in the sales ranking in the first half of 20 years. German cars have surpassed Japanese cars to occupy a place in the mid-to high-end car market.

Third, the marketing plan

Analysis on Marketing Environment of Dongfeng Da Yue Kia k5

Kia k5, as the first mid-to-high-class car owned by Kia of Dongfeng Da Yue, directly faces the direct competition from Dongfeng Tiexuelong c5, which was listed 20 years ago, and Hyundai Sonata, which was listed in April 20. China auto market also has many car brands of the same level, such as Buick Regal and Volkswagen Magotan. With the fierce competition in the mid-to high-end car market, the full competition between this Korean car and Japanese, German and American mid-to high-end cars may change its position in the mid-to high-end car. The marketing market of mid-to high-end car k5 is generally distributed in economically developed cities. To be a dynamic and distinguished car, its marketing place must be designed with fashion and quality, the service of 4s shop should have certain emotion, and some entertainment facilities should be set up indoors. Because KIA k5 was designed with advanced safety concept from the beginning, it is easy to stimulate the driver's passion and fun. This is also because the k5 is equipped with the D-CVVT series gasoline engine representing Kia's leading technology, and the maximum output power of 2.0l and 2.4l reaches 165 horsepower and 179 horsepower respectively. Therefore, most of the people who come to the 4s shop to see cars are the dynamic younger generation.

Advantages, Disadvantages and Potential Analysis of Dongfeng Da Yue Kia k5

Advantage analysis

1. Price advantage: The price of KIA k5 sedan is maintained at 65,438+05.98 ~ 249,800. Compared with the same type of car, this price still has certain advantages, and there is a gift package of 10 thousand yuan to buy.

2. Brand Advantage: Dongfeng Da Yue Kia k5 is a Sino-foreign joint venture automobile manufacturing enterprise jointly invested by Dongfeng Da Yue Kia Automobile Co., Ltd., Jiangsu Da Yue Investment Co., Ltd. and Korean Kia Automobile Co., Ltd. All employees of Dongfeng Da Yue Kia will continue to tap the exuberant creativity of the enterprise for the purpose of customer first, and under the inspiration of the brand spirit of "Passion Beyond Dreams", they will provide safe and environmentally-friendly automobile products and perfect after-sales service for China consumers, and create a better and more convenient automobile life for consumers.

Third, performance advantages: the maximum power and torque are121km/198 nm respectively. The length of the car body also has obvious advantages, and the internal space is large and comfortable.

Inferiority analysis

1. KIA k5, as the first mid-to-high-class car of Dongfeng Da Yue KIA entering the China automobile market, has lower experience and popularity compared with other similar models that entered China earlier.

Second, after-sales and quality need to be inspected. As a new generation product, KIA k5 is inexperienced in sales, unable to cope with the fierce competition in this changeable market, and lacks experience in after-sales service. Insufficient after-sales service will not only affect product sales, but also affect brand reputation.

3. As soon as 3.k5 entered the market, it faced the competition from Tiexuelong c5 and the eighth generation Sonata, as well as the competition from well-known brands of the same level who took the lead in entering the market.

Fourth, marketing strategy.

Kia k5 should develop the automobile market from advertising marketing, price, product quality, promotion policy, charity activities, after-sales service, k5 club and other marketing strategies.

1. First of all, we should start with advertising. What kind of advertisements can make products better marketed, and the automobile market is no exception. As the saying goes: if you know how to advertise, the pheasant will become a phoenix. Therefore, in order to better promote k5 cars, the company can hold some activities, such as "Kia k5, one-day tour". The main function of this activity is to promote k5 cars and let better people know about Kia Motors. The activity place should be chosen in a crowded square, so the effect is better.

2. Hold the activity of "Buy k5 cars, help out-of-school children, and pray for the safety of car owners". Kia Group wants to enhance the overall image of Kia k5 automobile brand. Donate Project Hope in the name of the owner, enhance the social image of k5 and Dongfeng Da Yue Kia Company, and enhance the share of k5 in China automobile market.

In the face of fierce competition in the automobile sales market, we should really do a good job in service and take service as the foundation of survival. Only value-added services can enhance the reputation of enterprise products, spread products through customers' praise and realize more sales. We should let consumers bring us more reputation with after-sales service.

4. We should also make every effort to improve the quality of KIA k5 cars. Many consumers don't know much about the quality and culture of k5 cars. They think the k5 car is just a new generation of mid-to high-end cars with no manufacturing experience. In order to solve this problem, we can hold a k5 cultural activity for a test drive to let more customers know about Kia's cultural history.

Verb (abbreviation of verb) abstract

The resources of automobile marketing are always limited. If you want to turn the tide in the market, strategize and win thousands of miles away, you must make an action plan that may solve the problem for what will happen in the future. Only by giving full play to the advantages of strategic planning, improving operational efficiency, seeing the disturbing situation clearly, analyzing opportunities, and formulating action plans and strategies for marketing objectives.

According to article 5 of the automobile sales survey report model, 32.3% of consumers plan to buy cars in the next five years, while 67.7% of consumers have no purchase plan.

Investigators believe that with the sustained development of China's economy, people's bankbooks are getting more and more money, and residents' consumption of food, clothing, housing and transportation is shifting to a high level. As an enjoyable means of transportation, private cars have become the dream of more and more people.

At present, the products of several major domestic automobile manufacturers are constantly upgrading, and many varieties and models of automobiles have been synchronized with the international market. At the same time, the continuous decline in costs has also directly led to the reduction of sales prices. The price that ordinary people used to be afraid of is gradually declining, and the desire of individuals to buy a car is strengthening. The next five years will be the years when China will accelerate the popularization of family cars.

There is a big difference between buying a car with a loan.

According to the survey data, 4 1.4% consumers accept loans to buy cars, 46.8% consumers object, and1.8% consumers say it is unnecessary.

Further investigation shows that consumers who accept loans to buy cars think that loans can be used for working capital and early consumption, accounting for 56. 1% and 33.9% respectively; Among the people who are opposed to buying a car by loan, 57.6% said they would wait until they had money, and 34.4% said it was not cost-effective to buy a car by loan. Another 3.0% people think that the loan money may be unsafe.

According to the investigators' analysis, there are great differences among consumers who borrow money to buy a car. This very popular consumption mode and concept abroad is still controversial in the eyes of Chinese people. This is not only in conflict with the traditional consumption concept in China, but also closely related to personal economic income, consumers' expectation of the development of the national economic situation and the operation of consumer credit itself.

Respondents with advanced consumption consciousness often have the following characteristics: they are younger, have certain economic income and have higher requirements for quality of life. They think that instead of earning enough money to buy a car in a few years, it is better to spend tomorrow's money now and enjoy it in advance. Opponents believe that consumption should "live within our means and be self-disciplined". Compared with those in favor, their economic income level is low and their job stability is poor.

Loans with a term of 4 to 5 years are the most popular.

The survey results show that 34.0% of consumers think that 4-5 years is the most suitable period for auto loans, 19.8% chooses 10 years or more, 18.9% chooses less than 3 years, 17.0% chooses 6-7 years,1.

According to the analysis of investigators, consumers' choice of loan term varies according to their personal circumstances. Generally speaking, consumers with high income and strong repayment ability tend to have a shorter term, while consumers with low income and weak repayment ability tend to have a longer term. However, there are exceptions. Some consumers with strong investment awareness, even if they have the ability to buy a car, will take out loans with a longer term and use their own funds for other investments to manage their finances and enjoy them.

The expected loan amount is higher.

According to the survey data, consumers' expectation of loan amount is between 40,000-65,438+10,000 yuan. Among them, the proportion of 654.38+ten thousand yuan and above is slightly higher, accounting for 25.5%; Followed by 60,000 to 70,000 yuan, accounting for 22.6%; 40,000 to 50,000 yuan accounted for 20.8%; 80,000 to 90,000 yuan, accounting for19.8%; The proportion below 30,000 yuan is low, which is 1 1.3%.

According to the analysis of the investigators, consumers tend to have a higher loan amount. Combined with the current car price in the auto market, the economic price is 6.5438+10,000 yuan, and the middle and high-grade price is 200,000-300,000 yuan. Therefore, the lower loan amount can not meet the payment of consumers when buying a car. Conversely, if the gap between consumers' car purchase funds is small, it is often not solved by loans.

The expected loan amount also reflects that the psychological price of consumers buying a car should be around 654.38+ 10,000 yuan. Although the low-grade car has an advantage in price, its quality, performance and appearance are not favored by most people, while the mid-range economy car with a price of100000 yuan or more has the strongest comprehensive competitiveness and relatively high popularity.

According to the results of this survey, the investigators pointed out that there are not many service agencies offering auto loan business at present, and the varieties and forms are monotonous, which can not meet the needs of consumers at all levels. Service organizations should strive to be flexible and diverse in form and truly bring convenience and benefits to consumers.