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摘要： 我国建设小康社会建设步入了快车道，建设小康社会步伐的加快将使我国社会结构、社会关系和经济关系发生深刻的变化。在这个经济、社会的转型时期，本论文在充分调研、掌握大量数据资料的基础上，运用科学合理的市场研究及数据处理方法，分别从农村家用小型客车生产市场环境、消费者市场环境、宏观环境等三个方面，通过定性、定量相结合的方法，深入地研究了面向建设小康社会中我国农村家用小型客车市场需求的发展趋势，预测未来我国农村家用小型客车市场将会成为汽车市场发展的主体，并对微型汽车行业企业的发展提出了建议：政府发挥宏观职能作用，营造适宜的外部环境；重视市场调研，了解用户的需求及变化趋势；根据农村汽车市场的特点，开发农村家用小客车市场用车；进一步加大营销力度，进一步完善服务体系，加强对汽车制造企业和销售企业的指导和预警。关键词： 小康社会；农村家用小型客车；消费者市场环境；宏观环境8089
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For building a well-off society in rural household small passenger car market research
Abstract: Construction of a well-off society construction in China has stepped into the fast lane, the pace of the construction of a well-off society in an all-round way will accelerate China's social structure, social relationship and economic relationship has undergone profound changes. During the period of transformation in the economic, social, based on the sufficient investigation, grasp on a lot of data, a reasonable and scientific use of market research and data processing method, respectively, from three aspects of rural household small passenger car production market environment, consumer market environment, the macro environment, through the combined method of qualitative, quantitative, in-depth study of the development trend of China for building a well-off society in rural household small passenger car market demand, forecast the future of China's rural household small passenger car market will become the main body of the development of automobile market, and puts forward some suggestions for developing automobile industry enterprises: the government play the macro function, create a favorable external environment, pay attention to market investigation, understand the needs of users and the change trend, according to the characteristics of the rural market, the development of rural household car market car, further increase the marketing efforts, improve the service system, strengthen the management of automobile manufacturing and sales business guidance and warning.
Keywords: well-off society; rural household small passenger car; consumer market environment, the macro environment
目录
一、绪言 1
（一） 研究目的和意义 1
（二） 研究方法 1
1、 文献搜集法 1
2、 经验总结法 1
3、 调查研究法 2
（三） 课题的研究现状和发展趋势 2
二、农村家用小型客车市场分析 3
（一） 生产者市场分析 3
（二） 消费者市场分析 4
1、 消费者细分 4
2、 农村家用小型客车消费者购买行为要素 5
三、农村家用小型客车发展的市场宏观环境 7
（一） 经济环境 7
1、 农村经济发展 7
2、 农村居民收入增加 7
3、 消费结构变化 7
4、 经济发展不平衡 8
（二） 政治法律环境 8
1、 加入WTO 8
2、 汽车产业发展政策 8