哈雷摩托-代雪娇-王文佳--王未艳--齐宏飞.ppt

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1、ConsumerMarketsandConsumerBuyerBehavior客户市场和客户购买行为------Harley-Davidson哈雷摩托代雪娇，王文佳，王未艳，齐宏飞outlineABriefIntrouductiontotheharley-davidsonInc.WhoridesthesebigHarley"Hogs"?WhatmovesthemtotattootheirbodieswiththeHarleyemblem?ConclusionABriefIntrouductiontotheharley-davidsonInc.HarleyDavidsonInc.isoneo

2、ftheleadingmanufacturersofheavyweightmotorcyclesintheworld.Itistheparentcompanyforthetwocompanies;Harley-DavidsonMotorCompany(HDMC),andHarley-DavidsonFinancialServices(HDFS).ThecompanyisheadquarteredinMilwaukee(密尔沃基),Wisconsin.WhoridesthesebigHarley"Hogs"?TheaverageHarleycustomeris46-year-oldhusban

3、dwithamedianhouseholdincomeof$78,300.哈雷顾客的年龄为46岁左右，平均家庭收入为73800美元的已婚男士。whoridesaHarley?Harleynowappealsmoreto"rubbies"thantorebels."whiletheoutlawbad-boybikerimageiswhatwemighttypicallyassociatewithHaleyriders,theyjustaslikelytobeCEOsandinvestmentbankers''.哈雷对富有的“城市骑车者”比对叛逆者吸引力更大。有了一辆哈雷就可以使你成为“你那个街

4、区最坏、最难应付的家伙，无论你是一名牙科医生，还是会计师，都没有关系，骑在上面，你（感觉）自己坏坏的。”普京普京的车队骑哈雷兜风！美女与哈雷-高圆圆小贝骑哈雷去吃晚餐！片大王葛优也爱哈雷Title骑士风范第十一界国际哈雷摩托节举行哈雷精神激情passion个性Individuality不羁Uninhibitied自由Freedom摩托车手的终极梦想哈雷车主们汇聚一堂WhatmovesthemtotattootheirbodieswiththeHarleyemblem?1Harley-Davidson'sMissionStatement:“Weridewithourcustomersandap

5、plythisdeepconnectionineverymarketweservetocreatesuperiorvalueforallofourstakeholders.”2HDMC(HarleyDavidsonMotorCompany)designs,manufacturesandsellsheavyweighttouringcustomandperformancemotorcycles.3HDMCoffersalineofmotorcycleparts,accessories,generalmerchandiseandrelatedservices.4HDFS(HarleyDavids

6、onFinancialServicesoffers)wholesaleandretailfinancialservicesforitsproducts.哈雷系列相关产品全球最有魅力的哈雷“年轻时有辆哈雷，年老时有辆凯迪拉克，则此生了无他愿。”conclusionthecaseofHarley-Davidsonshowsthatmanydifferentfactorsaffectconsumerbuybehavior.Buyingbehaviorisneversimple,yetunderstandingitistheessentialtaskofmarketingmanagement.Tha

7、nkyou!