The Study On The Influencing Factors Of Customers' Purchase Demand In Shipbuilding Industry

Shipbuilding industry is a heavy asset industry,input and output cycle is longer.At the same time it is closely related to the macroeconomic world,showing a typical cyclical characteristics.In the world economy and trade market is still weak environment,the ship market orders for new ships showed a downward trend did not see signs of recovery,the shipbuilding enterprises are facing enormous pressure to survive.This paper aims to analyze the influencing factors of the customer's purchase behavior under the strong and weak ship demand,so as to help the shipbuilding enterprises to be targeted the adjustment of their own direction,increase the competitiveness of enterprises.This paper first elaborates the theory of demand,the influencing factors of ship market demand and the development trend of ship market.It provides theoretical support and background conditions for the research of this paper;Secondly,the factors influencing the customer demand of ship enterprise are discussed through qualitative and quantitative methods:This paper uses the analytic hierarchy process(AHP)and multiple linear regression analysis to obtain the influencing factors of shipowners'demand based on questionnaire survey data in different periods.We find that:(1)The ship price has the greatest impact on the ship's customer demand during the recession of the ship market(2)The delivery time of vessel has the greatest impact on the ship customer's demand during the boom of the ship market(3)Service time is more important than service quality.(4)Speed and ship construction technology in the technology is the ship's most concerned about the factors(5)It is important for the ship owners to choose the shipbuilding company to meet their demand of response.