Joint Analysis Of The Application In The Automotive Market Research

Since the 21st century, China car market has been growing rapidly, contributed to the increasing growth of national economy, the large enhancement of the people purchasing power, the improvement of consumption environment. Car consumption has already become a hot spot in our country city people's expenditure. At present, environment's change in our car market and more family but not official purchase car both make the car market competition display great scope the fluctuation. Especially more importantly, the family consumer when purchases the passenger vehicle, from the confirmation need, the collection of information, to the passenger vehicle the evaluation criteria, the assessment method, the influence purchase's factor and so on presents the obvious instability. This requests the automobile manufacturing firm to conduct the thorough careful research and the exploration to the family consumer's purchase decision-making behavior, the prompt assurance the trend for auto market marketing environment change. In brand strategy, price strategy, service strategy, channel strategy's aspects and so on, the adjustment and the innovation must be made at the right moment, this relates to an automobile Manufacturing firm's life and death, this is also important for the automobile Manufacturing firm realizes fast, healthy, the sustainable development.The Cerato sedan is a section of economic car in the Chinese market which promotes by South Korea's KIA automobile group. Looked from 2005-2007 year's market sales volumes, the Cerato sedan is not as good as its most main two competitors Elantra and Excelle. One reason is the limitation of output, but the most main reason is that KIA have not grasp the Chinese market accurately, has not won the Chinese majority of consumer's approval. Supported by the KIA marketing department and management department, the paper carries out in Jiangsu Province Southern Jiangsu, middle Jiangsu, the northern Jiangsu three area altogether 8 KIA 4S shops, in order to research the car purchase behavior. This research starts from the current economic car market's condition, take the conjoint analysis as the main tool, take descriptive analysis and correspondence analysis as the auxiliary tools, launches investigation on our country economic car market marketing environment and the family car purchase decision-making behavior, then puts forward a series of effective marketing strategy for Cerato which can help the Cerato to get more competitive advantages in the market competition, can gets rid of the present management difficult position, can get the higher market share.Conjoint analysis can describe the consumer decision-making process precisely; can differentiate the different consumer's decision-making difference strictly. This article selects the brand , the price, the color, the displacement, the transmission gearbox, the post-sale service, the compartment 7 attributes and 17 levels which influence family car purchases to be the object of study, in order to get the relative importance as well as the different attribute level effectiveness for consumer, makes attribute which influence decision-making sorting, both studies the individual consumer's behavior, the precise description its expense by chance decision-making alone, and studies consumer's decision-making as a whole by chance, then also carried on the market segmentation, the price sensitivity, the market share research. The research discovered: the degree of satisfaction for Cerato is higher than Elantra and Excelle; brand is the restriction for Cerato sedan in KIA; the post-sale service is the competitive advantage for Cerato; the lever of price is the Cerato important and the inevitable choice. Finally, this article put forward the proposals: Cerato should strengthen implements the low cost competition strategy; increase the input on brand marketing in order to enhance the brand competitive power largely; speed up the marketing channel network construction, raises the service marketing level; Cerato product improvement strategy, and so on.