A Study Of Consumers' Attitue To Different Country-Of-Origin Of Automobile Brands

With the continued and rapid growth of Chinese economy, automobile industry grows rapidly and the scale of market is expanding constantly in the new century. Main automobile brands of the world pay more attention to the development to the Chinese market, some of them strengthen the export and others expand the joint-venture producing. The quantity of auto brands in Chinese market increases sharply, which makes the consumers difficult to follow. The aggravation of the competition among the brands forces automobile enterprises to try their very best to absorb consumers by using various kings of brand marketing means. The past research to these problems mainly based on two angles: (1)How the individual enterprise or brand makes the competitive strategy of marketing mixture. (2) From the point of demographic variable, such as income, sex and education, and self-concept, they research the psychology and behavior of target consumers, and try to formulate the brand strategy directly. But in my opinion, Chinese automobile market is going through a very special stage. At first there are few auto brands but hundreds brands now, which makes consumers' decisions more difficult than before. According to the previous international research conclusions,...