Abstract

Chinese and American consumers have different consumption values which lead them to choose the different automobile brands. In this article, the writer will analyze Chinese and American automobile consumers’ consumption values on the base of Jagdish N. Sheth’s consumption values theory and find out the similarity and difference in the functional value, the social value, the emotional value, the curious value and the conditional value. There are some similarities in the curious value and the conditional value.They all have curiosity and want to buy the peculiar car and need vehicle to be a multifunctional product to satisfy the need of traveling, working and living. There are some differences in the functional value, the social value and the emotional value. Chinese consumers are more likely to buy the vehicle whose performance is elegant while the American buyers care more on the function of car.  Chinese consumers are in favor of common and delicate automobile brands, while the American car buyers’ like the credible and international brands. Chinese auto consumers are more likely to buy the brand can evoke them sense of security and safety, while the American auto consumers prefer the brand trigger their emotion of passion and excitement. According to the consequence, the writer will give suggestion for automobile sale strategy in Chinese and American market.     

Keywords: consumption values; consumption values theory; automobile sale strategy

摘 要

中美消费者在选择汽车品牌时有差异,是因为他们消费观不同而引起的。本文通过以杰格迪什·N·谢斯的消费观价值理论为基础，分析中国汽车消费者和美国汽车消费者的消费观。找到在功能性价值、社会性价值、情感性价值、好奇性价值以及条件性价值的相同点和不同点。在好奇性价值与条件性价值方面，中美汽车消费者的消费价值观有相似性。他们都有好奇心想购买新奇的汽车，都汽车具有多功能性，满足居家、工作、旅游时的需求。在功能性价值、社会性价值以及情感性价值方面，中美汽车消费者的消费价值观有差异。中国汽车消费者更喜欢购买外观大方的汽车，而美国汽车消费者则更关注汽车的功能；中国汽车消费者更喜欢代表大众、精致的汽车品牌，而美国汽车消费者喜欢代表可靠、国际化的汽车品牌；中国汽车消费者更喜欢汽车品牌能带给他们安全感,而美国汽车消费者则喜欢汽车品牌能带给他们激情与刺激的感觉。根据该研究结果，作者将给出针对中美市场各自的汽车销售战略。

关键词：消费价值观；消费价值观理论； 汽车销售战略

Chapter One Introduction
1.1 Presentation of Questions
With the rocketing and continued development of the economy, automobile industry grows rapidly in this big market. This competition between thousands of auto brands becomes fiercer than ever. There is a world of the difference between Chinese and American’s sales volume of the same brand. Chinese consumers are in favor of Nissan, Volkswagen, Ford, Chevrolet and Buick Motor, while American consumers pay more attention to Ford, Chevrolet, Chrysler, Honda and Toyota Motor. Hofstede (1890) says that every group of people has their own consumption values which influence their consumption behaviors. According to this theory and through analyzing the qualities of popular automobile brands among Chinese and American consumers, we will know the similarities and the differences between their consumption values. However, studies on the different consumption values on automobile brand choices between Chinese and American consumers are limited and leave room for further and comprehensive studies on this topic.