User characteristics and demand insight of hatchback car market

Abstract

Since entering the automobile market of our country, although the car has experienced a short market "warm spring", it has not become the mainstream of consumption due to the influence of the traditional concept. In recent years, major car companies have innovated the shape, performance, texture and other aspects of hatchback cars to seek a breakthrough in this market segment. At the same time, with the younger and diversified needs of mainstream consumers, the traditional "bias" of hatchback may be ended by the post-90s generation, and the increasingly rational car consumption will bring new opportunities to the hatchback market. Therefore, combined with the development of the hatchback car market, understanding the characteristics of users and insight into their car purchase needs can provide certain reference for car companies' planning ideas and marketing strategies. Based on desk research, big data analysis, quantitative and qualitative research methods, this study analyzes the development and current situation of the hatchback car market, and gives in-depth insight into the characteristics and needs of hatchback car users.