Study On Chinese Multi-Purpose Vehicle Design Directed By Consumers' Lifestyle

Based on the macro-social background of the Chinese consumer lifestyle changing, we choose the young people who are 20 to 30-years-old and have huge consumption potential as the research consumers. And we take the transport which express a variety of lifestyle concentrated——the Multi-Purpose Vehicle (MPV) as the research object. Taking lifestyle-related theory and classic lifestyle measurement-mode as our theoretical basis, we use depth interviews, questionnaires, factor analysis, K-means Clustering, One-Way ANOVA and the corresponding analysis methods to do exploratory research on the lifestyle measurement-mode of the target groups, and construct the lifestyle measurement-mode for the Multi-Purpose Vehicle design. We take empirical research on lifestyle, design preferences and consumption behavior to find out the relationship between the lifestyle feature, the design preferences on Multi-Purpose Vehicle and the consumer behavior, hoping to give some reference and recommendations to the enterprises on the design positioning in their early research and development.First of all, we give a brief description of the background: in the context of experiencing the economic times, our way of life has been considered as a new source of value, selling our lifestyle has become an effective means for companies'marketing innovation. Be aimed on the Multi-Purpose Vehicle, which give a concentrated expression of a variety of lifestyle, we take the viewpoint that ethnic-Chinese Multi-Purpose Vehicle design should be guided by the research of the lifestyle of the objective consumer groups. Then basic on the study and analysis of relevant literature, we take appropriate lifestyle dimension to construct our measurement-models of the lifestyle. With this model, we design the questionnaire referencing depth interviews with focus of the contents. We get quantitative results by analyzing the date with factor Analysis, K-means Clustering, One-Way ANOVA and the corresponding analysis methods. The results show that the potential consumer group's lifestyle includes leisure-fashion dimension, the traditional family dimension, the self-development dimension, environmental concerns dimension, personality life dimensions, pay attention to brand dimensions, rational consumption of peacekeeping and the pursuit of quality dimensions, and so on. According to the lifestyle variables, we can separate the potential consumer of the Multi-Purpose Vehicle into three types, the personality elite-type, the fashion and the benefits and the mature. The consumers, who have different lifestyles, have significant differences in design preferences and consumer behavior, which shows that consumer lifestyle and design preferences and consumer behavior have certain relevance. Be aimed at the objective consumer groups who have different way of life, enterprises can develop more accurate positioning and design of more effective marketing strategies to meet consumer demand.At the end of this article, there is a conceptual design practice basic on the lifestyle features and design preferences of the elite-type personality, who is one of the potential consumer lifestyle. We try to take the results of research on this subject into a conceptual design proposal. Finally, we give a summary of the subject, proposing that the design strategy and design location should be different between different ways of life.