2015女性购车趋势调查数据发布

2015-03-12 11:33

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标签：女性购车趋势调查数据发布女性消费沙龙 J.D.Power

2015年3月11日，网易汽车联合J.D.Power共同发布女性购车调查数据，用理性、客观、科学的数据分析方式，全方位对影响女性购车的主要因素，最能打动女性的营销方式等诸多问题进行深入探讨，以期给行业内部提供可借鉴的有价值信息。

2015女性购车趋势调查数据发布

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                   "note": "相对而言女性考虑更少的，一个是驾驶乐趣，一个是乘坐空间，驾驶乐趣。",
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                   "note": "　接着看车型，SUV确实是最热的车型，依次排序下来，除了SUV之外，要提的是两厢车，两厢车里面女性明显高于男性，是最大的差距，平均有20%的女性会青睐两厢车，而男性只有8%。",
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                   "note": "但女性是不同的，在特大城市比较低，中间，二三四线城市可能稍高一点，到乡村地区，这个比例可能会下来，一个可能的研读，这非常像中国汽车市场早期的发展，大家还能回想起早期的时候，两厢车是非常举步维艰的，基本都是三厢车，慢慢的两厢车的比例上来，你才会认识到两厢车的好处，两厢车过了之后，最近两三年也能看到SUV呈现快速上升的趋势。",
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                   "note": "不同的车系里都会有一些考虑，女性在上面体现出了非常明确的好恶，对德系品牌的偏好非常高，超过50%，回想我们前面讲过的，安全性排在女性购车需求的第一位，德系车带给人们安全性上的感知，对它的销售也有一个积极的影响，其它品牌、其它车系怎样面对这样的挑战，大家也可以再去讨论一下。",
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                   "note": "基本可以看到，白色和红色是女性相对来说更愿意选择的颜色，而黑色呢，男性选择起来更多，我们知道，有的色彩研究会提到红色、白色这种所谓适认性比较好的车辆，它其实更安全。",
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                   "note": "列出了五个跟车辆相关的问题，关于保险、维修的方向，其实是为了了解参与者对这方面理解不理解，蓝色框是男性，粉色框是女性，你可以看到，所有方面都是男性会比女性理解得更多，或者他自认为比女性了解得更多，这可能能够帮助我们达成这样一个共识，你可以说她不懂车，或者是她对这些并不在意，她有自己非常明确的要求，实现了就OK，这也是一种可能。",
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                   "note": "作为一个主要驾驶者的车主，在买这辆车时你的决策是什么样的，可以明确看到，男性基本上80%，开的车自己作主买；女性这个比例相对更少，更多是一个参与决策的情况。",
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                   "note": "年轻的女性，或者换一个角度来讲，单身女性，同样是单身，无论是男性还是女性，基本上你会看得到在主要决策者这个比例上非常接近，女性的独立性可能这时候会更好地体现出来，这是我们看到有变化的地方。",
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                   "note": "接下来从厂商的角度，可以有进一步的碰撞，更好理解女性用户，从产品设计、营销，甚至包括前端销售人员方面，怎么影响女性，这是厂商可以多花时间考虑的问题。",
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                   "note": "从媒体的角度无论是互联网媒体还是传统媒体，用什么样的形式，什么样的内容能够更好地影响女性。",
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                   "note": "J.D.Power作为一个研究公司，行业咨询者的面目，我们怎样在我们的研究内容里去获得更多的信息帮助大家解读这样的差异，帮助我们不断地把这些数据变成有洞察力、可执行的行动反馈给这个行业，这可能是我们需要考虑的问题。",
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