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    2016中国汽车市场蓝海用户研究白皮书
    日期:2016-11-18 11:27:49 来源:易车

    未来汽车市场快速崛起的五类蓝海人群
      基于消费市场的趋势变化,未来5-10年,包括城市新移民、准二孩家庭等在内的五类汽车消费群体,不仅将具有相当规模,数量增长也会更快,其消费需求也将不断提升,因此本报告将聚焦这些人群,研究他们的消费特点和需求变化。
      未来5-10年,Z一代、城市新移民和准二孩家庭在更为迅猛的购买力驱动下,将成为重点市场区间。多金老年组合中产新女性用户规模庞大,未来将释放高端消费能力。
      五个蓝海用户群体普遍分布在经济发达的环渤海、长三角、珠三角等东南部沿海区域,而中西部省份中,四川、湖南、重庆均分布了多个蓝海用户群体,与成都、武汉作为区域中心城市的地位有关。
      五个蓝海用户群体多为有车一族,中产女性拥车率高达90%,其次是多金老年族和准二孩家庭。Z一代和城市新移民拥车率相对较低,但他们是预购率最高人群。在购车预算方面Z一代、中产女性相比其他群体明显更高,更看重品牌、品质、个性,而其他三个群体预算相对较低更看重性价比。
      未来汽车市场五类蓝海人群画像
      易车联合腾讯、尼尔森,以海量大数据计算为基础,从人口属性、车型访问偏好、汽车消费观等方面对五个蓝海用户群体进行了用户画像描述。
      Z一代平均年龄在22岁、84%单身,且从小身处家庭氛围相对宽松、接触社会环境较为多样化,造就这一代人更追求独立自我、勇于探索的个性。
      因为要追求自我、彰显自我个性,汽车对于Z一代来说不只是代步工具,更是一个重要的消费象征,自带光环。他们更在意自己的车是否够炫、个性、凸显自我。
      在选车偏好方面,Z一代对12万以下和40万以上车型偏好度明显偏高,呈现两极分化。虽然对SUV关注度较高,但他们更偏好轿车,而且越大越豪华越好,或许这样才能凸显他们自我个性。Z一代对国别偏好并未有明显差异,最爱韩系和日系品牌,中国品牌喜欢。
      Z一代最关注的TOP20车型以合资紧凑型、中型车为主,其次是自主和合资SUV,自主轿车并未为受到Z一代的青睐。“对于大家比较关心的新能源汽车补贴政策调整工作,目前财政部正在牵头抓紧制定,以后的标准是健全监管体系。”张国振说。



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