The Chinese Consumer Behaviour and Marketing Research Based on Volkswagen, China
He, Qianqian (2011)
He, Qianqian
Vaasan ammattikorkeakoulu
2011
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2011121418418
https://urn.fi/URN:NBN:fi:amk-2011121418418
Tiivistelmä
With the development of economic globalization and the improvement of China economic environment, many foreign companies have landed on the Chinese market. To figure out China's local social culture and trends as well as the characters consumers on purchase is a necessary task for every company who want to win market share. In this thesis, the focus is on Chinese consumer behavior character and influencing factors. The aim is to give better insights for foreign industries, helping them to draw up better and efficient marketing strategies and to find out Chinese customers' real demand for a better life.
The information above is explained with the research on China's auto market. According to the statistics, auto industry and its related industry made the second biggest contribution to China's GDP in 2010. As the car sales are keeping fast, I believe new information about the consumption behaviour of the Chinese customers can be found. In addition, only 15 years after Volkswagen entered the market, more than half of the passenger cars sold in China roll out of VW’s Changchun and Shanghai joint ventures. Therefore, I choose VW to be my case company. At the end of the thesis, some suggestions for VW and a conclusion on the character of Chinese consumers and their thoughts and preferences was made.
The information above is explained with the research on China's auto market. According to the statistics, auto industry and its related industry made the second biggest contribution to China's GDP in 2010. As the car sales are keeping fast, I believe new information about the consumption behaviour of the Chinese customers can be found. In addition, only 15 years after Volkswagen entered the market, more than half of the passenger cars sold in China roll out of VW’s Changchun and Shanghai joint ventures. Therefore, I choose VW to be my case company. At the end of the thesis, some suggestions for VW and a conclusion on the character of Chinese consumers and their thoughts and preferences was made.