中美汽车品牌消费观比较研究

论文总字数：27393字

摘 要

中美消费者在选择汽车品牌时有差异,是因为他们消费观不同而引起的。本文通过以杰格迪什·N·谢斯的消费观价值理论为基础，分析中国汽车消费者和美国汽车消费者的消费观。找到在功能性价值、社会性价值、情感性价值、好奇性价值以及条件性价值的相同点和不同点。在好奇性价值与条件性价值方面，中美汽车消费者的消费价值观有相似性。他们都有好奇心想购买新奇的汽车，都汽车具有多功能性，满足居家、工作、旅游时的需求。在功能性价值、社会性价值以及情感性价值方面，中美汽车消费者的消费价值观有差异。中国汽车消费者更喜欢购买外观大方的汽车，而美国汽车消费者则更关注汽车的功能；中国汽车消费者更喜欢代表大众、精致的汽车品牌，而美国汽车消费者喜欢代表可靠、国际化的汽车品牌；中国汽车消费者更喜欢汽车品牌能带给他们安全感,而美国汽车消费者则喜欢汽车品牌能带给他们激情与刺激的感觉。根据该研究结果，作者将给出针对中美市场各自的汽车销售战略。

关键词：消费价值观；消费价值观理论； 汽车销售战略

Table of Contents

English Abstract i

Chinese Abstract ii

Table of Contents iii

List of Tables v

Chapter One Introduction 1

1.1 Presentation of Questions 1

1.2 The Purpose and Significance of the Research 1

1.3 Research Status 1

Chapter Two Literature Review 3

2.1 Jagdish N. Sheth’s Theory 3

2.1.1 The Summary of Jagdish N. Sheth's Theory 3

2.1.2 The Definition of Key Terms 3

2.2 Consumption Values Theory 3

2.2.1 The Definition of Consumption Values 3

2.2.2 The Correspondence between Consumption Values and Consumption 4

Concepts 4

Chapter Three The Similarity in Automobile Brand Choices between Chinese and American Consumers 5

3.1 The Curious Value 5

3.2 The Conditional Value 6

Chapter Four The Difference in Automobile Brand Choices between Chinese and American Consumers 7

4.1 The Functional Value 7

4. 2 The Social Value 9

4. 3 The Emotional Value 10

Chapter Five Conclusion 12

5.1 Suggestions for Automobile Sale Strategy in Chinese Market 12

5.2 Suggestions for Automobile Sale Strategy in American Market 12

References 14

List of Tables

Table 1: Frequency of Appeals in Ford Auto Advertisements 7

Table 2: Automobile Sales Report in China in 2014 from January to June 9

Table 3: The Top Ten Selling SUV in China in 2014 from January to June 10

Table 4: The Top Ten Selling Vehicle in U.S. in 2014 from January to June 11

Chapter One Introduction

1.1 Presentation of Questions

With the rocketing and continued development of the economy, automobile industry grows rapidly in this big market. This competition between thousands of auto brands becomes fiercer than ever. There is a world of the difference between Chinese and American’s sales volume of the same brand. Chinese consumers are in favor of Nissan, Volkswagen, Ford, Chevrolet and Buick Motor, while American consumers pay more attention to Ford, Chevrolet, Chrysler, Honda and Toyota Motor. Hofstede (1890) says that every group of people has their own consumption values which influence their consumption behaviors. According to this theory and through analyzing the qualities of popular automobile brands among Chinese and American consumers, we will know the similarities and the differences between their consumption values. However, studies on the different consumption values on automobile brand choices between Chinese and American consumers are limited and leave room for further and comprehensive studies on this topic.

1.2 The Purpose and Significance of the Research

Analyzing the differences in automobile brand choices will help people to find out the different Chinese and American consumers’ consumption values. According to their special consumption values, the automobile dealers can make corresponding marketing strategies to improve the buying intentions in these two country and the automobile makers can develop more attractive products forcing on their specific target consumers. The result of this comparative study will add a new way to make automobile sale strategies in Chinese and American market.

1.3 Research Status

In China, the earliest study on the connection between automobile brand choices and consumption values between Chinese and American costumers is from 1999 and researchers include Yu Jie and Yuan Guilin. They say the domestic vehicles with high quality and low price will make emotional connection with costumers and the Chinese automobile industry will yield successful results in the whole auto market through this marketing strategy. They also support that Chinese and American consumers have the similar consumption values. While Zhao Xinyuan (2000) says Chinese and American consumers pay more attention to keeping innovation, strict quality and favorable price of the cars.

The American scholar Westbrook (1987) supports that automobile enterprises can promote consumption by satisfying consumers from emotion, following the human nature, enhancing the relation between car and their owners in Chinese and American market. All in all, studies on the different consumption values on automobile brand choices between Chinese and American customers are limited and leave room for further and comprehensive studies on this topic.

Chapter Two Literature Review

2.1 Jagdish N. Sheth’s Theory

2.1.1 The Summary of Jagdish N. Sheth's Theory

Jagdish N. Sheth (1991) promotes that the consumption value is the preference that a consumer usually has. In concrete terms, the reference means the common quality that the products and services which this consumer has chosen have. The consumption values are leaded by the life values and can be divided into five parts: the functional value, the social value, the emotional value, the curious value and the conditional value. When facing the different products and services, consumers’ consumption values will change. So scholars should analyze consumers’ consumption values on the basic of the same product. Currently, most scholars’ consumption values theories is on the basic of Sheth’s theory to analyze different groups of people’s consumer behavior, common values and culture.

2.1.2 The Definition of Key Terms

According to Jagdish N. Sheth’s consumption values theory, the functional value is the function or performance of the product which be perceive by costumers. The social value means the social image or symbolic meaning of the product. The emotional value indicates the product can trigger the emotional response of consumers, such as sense of security, comfortableness, excitement, romance, passion, fear or guilt. The curious value means the product can cause the curiosity of the consumers and make them feel strange or satisfy consumers’ quest for knowledge. The conditional value is the product will be chosen by costumers in some specific cases or social background because of the product’s effect.

2.2 Consumption Values Theory

2.2.1 The Definition of Consumption Values

Consumption values impact consumer behaviors. In different situation and culture backgrounds, consumers’ consumption values are different. Affected by consumption values, the product having some specific quality or function will eager to trigger the emotional response of costumers and they will be more willing to buy it. In this way, consumption values can improve the buying intention. The deep performance of the consumption values is life values. The consumption values theory is to analyze consumers’ consumption behaviors on a psychological level. It pays more attention on individuality, self-expression and a stylistic self-consciousness.

2.2.2 The Correspondence between Consumption Values and Consumption

Concepts

In Chinese, we often say “Jia Zhiguan” these years. The literal translation is “Consumption concepts”, while the meaning of consumption concepts is not the same as the meaning of “Jia Zhiguan”. The consumption concepts theory is to analyze consumers’ consumption behaviors on a sociology level which can be divided into three groups: saving consumption concept, extravagant consumption concept and moderate consumption concept. While the consumption values theory is to analyze consumers’ consumption behaviors on a psychological level. It pays more attention on individuality, self-expression and a stylistic self-consciousness, so the meaning of consumption values is correspondence with the meaning of “Jia Zhiguan” in this paper. In many of the consumption values theories, Jagdish N. Sheth’s consumption values theory is the most basic authority and appropriate. The author will analyze Chinese and American consumers’ different behaviors when they choose automobile brands with Jagdish N. Sheth’s consumption values theory to find out the similarity and difference in these two countries consumers’ consumption values.

Chapter Three The Similarity in Automobile Brand Choices between Chinese and American Consumers

When Chinese and American consumers make choices between different automobile brands, they have some similar consumption behaviors. They all have curiosity and want to buy the peculiar car. There are some similarity between the social background of Chinese and American. People in these two countries increasingly need vehicle to be a multifunctional product to satisfy the need of traveling, working and living.

3.1 The Curious Value

Beginning in the 2014s, the Ford Mondeo comes into market in China and American. Then at the end of June, according to the automakers sales report on Internet, both Chinese and American auto consumers love this model. In China, the auto dealers sell 52320 Ford Mondeo cars. In the US, only in May and June, more than 61000 consumers choose this model. Many consumers choose this brand is because it is the famous vehicle in lt;007gt; and in 2014 the auto maker change the appearance and the engine of Ford Mondeo. These changes make the edge of this model more specific and the new engine make the vehicle can run more smoothly, quickly and safely. To enjoy the new pleasure bringing by this new Mondeo, many Chinese and American car owners discuss and guess enthusiastically before this model come to market. When this car appear on the market, these people take a test driving in this car with curiosity and even buy it to know more about this new model. This consumption behavior is near same in China and the USA.

This situation not only happened on Ford Mondeo, but also happened when new model comes into market. Chinese and American consumers both like to buy the newest vehicle’s model than the old one. They are more interested in the new car. They want to experience the new production technology, enjoy the new design and get the new information. This is how the curious value influences consumers’ consumption behavior.

3.2 The Conditional Value

Both Chinese and the US consumers consumption behavior is affected by conditional value. The economy in these two countries is growing and many people become richer than before. With more disposable income, people concerned more about living standard. The automobile costumers become more in favor of sports-utility vehicles, because the sports-utility vehicles are more functional than sedans and it can run smoothly on a variety of pavements and satisfy drivers’ needs in their daily life and holiday. It is also proved in the automakers sales report. In 2014, more than 1.8 million SUV has been sold to the end of June with the number growing by 37.12% year-on-year in China. While in the United States, six of the top ten best-selling cars are SUV and pickup truck.

Chapter Four The Difference in Automobile Brand Choices between Chinese and American Consumers

Consumption values of different groups of people will be shaped by their different culture backgrounds. There are some slight differences between Chinese’ consumption values and Americans’ consumption values in vehicle brand choices.

4.1 The Functional Value

The functional value is the function or performance of the product which is perceived by costumers. Chinese consumers’ functional value is different with the American consumers’ functional value. Chinese consumers are more likely to buy the vehicle whose performance is elegant while the American buyers care more on the function of car. These two kinds of consumers pay attention on different features on their first step of choosing car brands.

In China, consumers will look around and try to find the best look car in their affordable and receivable range. If the outlook of the vehicle is bad, they will never buy it and they have no interest in seeing performance details. Wei Fulin (2014) in A comparative study on culture reflected in Chinese and American auto advertising says that the top three features that Chinese automobile consumers interest is modernity, enjoyment and elegance. American vehicle consumers care the feature of technology, nature and adventure. Hu Junliang (2009) supports that the American costumers care more on the function and the practicability of the vehicle and the Chinese buyer pay more attention on the performance of the car. The best-selling car in America is Ford in 2014 and key words appear in advertisements are as follows (Li Xinyue, 2013):

Table 1: Frequency of Appeals in Ford Auto Advertisements

Appeals Ford (percentage) Appeals Ford (percentage)

Source: http://d.wanfangdata.com.cn/Periodical_qcsy201302135.aspx

From this table, it is easily to find out that the typical selling points of Ford are enjoyment, technological, effective and modern; but in Ford’s advertisements, there is no word like family and status which Chinese consumers care.

In China, the best-selling car in 2014 is Volkswagen. Here are some Volkswagen slogans:

1) Volkswagen. Drivers wanted.

2) For the love of car.

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