MARKET CONCEPTS OF CAR : THE INTERACTION OF PROVIDER'S INTENTIONS AND CONSUMER'S PERCEPTIONS

通过本次联合研究，我们可以得出许多有价值的见解，为今后的市场概念和汽车可行驶性研究提供了坚实的基础。首先，研究了市场中产品概念的形成过程。在研究的过程中，我们又遇到了所谓的需求与产品的对话问题。这部分研究的一个重要结论是，我们应该把营销过程看作是“沟通”的过程。我们认为，新产品开发和营销管理中的基本问题是人们倾向于假设供应商和消费者之间是线性的、单向的关系。其次，我们对汽车形象进行了问卷调查，发现多所有制与所谓的家庭轿车形象之间存在负相关关系。第三，我们讨论了道路政策和解决交通挤塞的措施。通过研究，我们可以发现汽车保有量、汽车交通量和交通需求管理三者之间关系的适度逻辑，并提出政府在制定汽车和道路政策时，应该考虑人们对汽车的认知。我们认为我们将能够开始汽车和汽车文化的研究。

Through this joint research, we could figure out a lot of valuable insighte which give use fire base for future research for market concepts and automobility.Firstly, we do research the fomulation process of product concepts in the markets. On the way of the study, we meet again the so-called dialogue problem between wants and products. One of our important conclusions on this part of study is we should see the marketing process as 'communication' process. We claim that the basic problm in the new product development and marketing management is people tend to postulate liner and one-directional relationship between providers and consumers. We can that there is a ghost of bull-push-type marketing.Secondly, we did questionaier survey for car-image and found the minus relationship between multi-ownership and a so-called family-car image. Thirdly, we discussed the road policy and the traffic congestion measures. We could figure out the modest logic of the relationship among car-ownership, car traffic and TDM.From the study, we claim that we should take account into the people's perception of cars when the government decide auto and road policy. And we feel we will be able to start the research of automobility and car-culture.