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近年来,随着居民收入水平的逐步提高,消费者对汽车的认识越来越理性,以及国内外汽车消费理念间的相互影响,中国汽车整体消费环境已发生显著变化,消费者的购车需求呈多元化和个性定制化趋势。消费者对汽车各种性能和功能的要求越来越高,同质化的产品已无法满足市场需求,在与消费者息息相关的乘用车和轻型商用车领域,这种趋势尤为明显。一方面,在乘用车领域,消费者的家庭结构和用车观念的变化决定了多功能车型开始成为一种潮流。目前,70后、80后成为新车交易市场的主要购买力,在计划生育国策下,4+2+1的7口之家成为主流,消费者在选择“第二辆车”时往
In recent years, with the gradual increase of residents ’income level, consumers’ awareness of automobiles becoming more and more rational and the interaction between domestic and international car consumption concepts, the overall consumption environment of automobiles in China has undergone significant changes. The demand of consumers for car purchase Diversification and personalized customization trend. Consumers are demanding more and more functions and functions of automobiles. Homogenized products are no longer able to meet market demand. This trend is especially noticeable in the areas of passenger cars and light commercial vehicles closely related to consumers. On the one hand, in the field of passenger cars, changes in the family structure and car concept of consumers determine that multi-purpose vehicles are starting to become a trend. Currently, after 70, 80 become the main purchasing power of new car market, under the family planning policy, 4 +2 + 1 of the 7 home to become mainstream, consumers in the choice of “second car” to