한국 自動車 製造業체의 마아케팅戰略에 관한 硏究 : 乘用車 購買者의 賣買行動에 관한 實態分析을 中心으로
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Nowadays the marketing concept changed from production-orientation and sales-orientation stage to marketing-orientation and consumer-orientation stage, therefore they have begun to recognize the status of consumer. The objective of marketing is to create consumer statisfation. It's means that firms must understand consumer's buying be havior so that marketing stratetegies are an adequate and acceptable response to consumer needs, and grow and develop to a going concern. In korea automobile industry is very important and in perspect because it has the effect of related industry in the field as a machine, an electron, a chemistry, a metal, and so on. The purpose of this study is to reserach and analysis purchase activity of korea car buyers and to suggest effective marketing strategic. Most car buyers buy a car as a mean of traffic. And buying the cars, they think utility and economy. There are personal source and commercial source in the information source of car. In the information research step, but in the purchase step neighbor's advice is very much in the prsonal source. Firm's pamphlet of the Commercial source is very effective advertisement. In the reserch of alternative and evaluation step, evaluate ranking of car of the car buyers was safety, ability, price and style. And in the evaluative step of buyers, safety, after service and ability was very important. Like these, car buyers think much of safety. For mitigate this, firm must be absolute quality control, very safe product develope and advertise safety to buyers. In after purchase activity, small and middle car's buyers are content to maintain cost, style, safety and after service but high rate car's buyers are discontent to safety and after service. Firm should be product develope and improve for buyer's satisfaction.