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1、Consumer Markets and Consumer Buyer Behavior 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,outline,A Brief Introuduction to the harley-davidson Inc. Who rides these big Harley “Hogs“? What moves them to tattoo their bodies with the Harley emblem? Conclusion,A Brief Introuduction to the harley-da
2、vidson Inc.,Harley Davidson Inc. is one of the leading manufacturers of heavyweight motorcycles in the world. It is the parent company for the two companies; Harley-Davidson Motor Company (HDMC), and Harley-Davidson Financial Services (HDFS). The company is headquartered in Milwaukee(密尔沃基), Wisconsi
3、n.,Who rides these big Harley “Hogs“?,The average Harley customer is 46-year-old husband with a median household income of $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。,who rides a Harley?,Harley now appeals more to “rubbies“ than to rebels. “while the outlaw bad-boy biker image is what we might typic
4、ally associate with Haley riders,they just as likely to beCEOs and investment bankers. 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,
5、自由Freedom,摩托车手的终极梦想,哈雷车主们汇聚一堂,What moves them to tattoo their bodies with the Harley emblem?,1 Harley- Davidson s Mission Statement : “We ride with our customers and apply this deep connection in every market we serve to create superior value for all of our stakeholders.”,2 HDMC (Harley Davidson Mot
6、or Company)designs,manufactures and sells heavyweight touring custom and performance motorcycles. 3 HDMC offers a line of motorcycle parts, accessories, general merchandise and related services. 4 HDFS (Harley Davidson Financial Servicesoffers )wholesale and retail financial services for its products.,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。”,conclusion,the case of Harley-Davidson shows that many different factors affect consumer buy behavior. Buying behavior is never simple,yet understanding it is the essential task of marketing management.,Thank you !,
