CAJ | 학술논문

以哈弗、翼博、途胜三种主流SUV品牌为研究对象，从综合考量多种消费属性偏好的视角，随机选取100名有意购买或已经购买过这3种品牌车型的消费者为调查样本，采用联合分析法与SPSS软件分析法，实证分析这3种品牌的消费属性偏好及其重要性程度。结果表明，消费者在购买SUV时，最先考虑价格，其次是品牌，然后才是汽车级别、颜色、排挡方式、发动机排量以及售后服务。为此，汽车销售部门在保有价格竞争优势的同时，应从汽车级别、颜色、排量、售后等方面入手，提高市场占有率。
이합불、익박、도성삼충주류SUV품패위연구대상，종종합고량다충소비속성편호적시각，수궤선취100명유의구매혹이경구매과저3충품패차형적소비자위조사양본，채용연합분석법여SPSS연건분석법，실증분석저3충품패적소비속성편호급기중요성정도。결과표명，소비자재구매SUV시，최선고필개격，기차시품패，연후재시기차급별、안색、배당방식、발동궤배량이급수후복무。위차，기차소수부문재보유개격경쟁우세적동시，응종기차급별、안색、배량、수후등방면입수，제고시장점유솔。
Taking the three mainstream SUV brands of Harvard, EcoSport and Tucson as subjects in a survey of consumer preference, 100 consumers who are interested in purchasing or have purchased the three brand models were then randomly selected as the subjects to analyze the consumer attribute preference and the importance of the brands, using the conjoint analysis method and SPSS software. The result shows that the price is the first factor to be considered in the purchase of SUV, followed by the brand, the car ranking, color, gearing, engine displacement and after?sales service. Therefore, to increase the market share, the auto sales sector should strive to improve the car ranking, color, engine displacement, and after?sales service, in addition to the competitive advantage in price.