奔驰品牌认知与购车决策因素调查

Mercedes-Benz Brand Perception and Car Purchase Decision Factors Survey

第一部分:基础信息
Part 1: Basic Information

1. 您目前是否是奔驰车主? / Are you currently a Mercedes-Benz owner?

是 Yes（请注明车型 Please specify model:）否，但计划在未来购买 No, but plan to purchase in the future否，仅作为市场研究参考 No, only for market research reference

2. 您的年龄组是? / What is your age group?

18-25岁26-35岁36-45岁46-60岁60岁以上 Over 60

3. 您的职业领域? / Your professional field?

学生 Student金融/商业 Finance/Business科技/IT Technology/IT医疗/法律 Medical/Legal教育 Education制造业 Manufacturing自由职业 Freelance其他 Other:

第二部分:购车决策核心因素（最重要部分）
Part 2: Core Factors in Car Purchase Decision (Most Important Section)

1. 购买汽车时，请对以下因素的重视程度评分（1-5分，5分表示非常重要）

When purchasing a car, please rate the importance of the following factors? (1-5 points, 5 being most important)

品牌声誉 Brand reputation

安全性能 Safety performance车辆性能（动力、操控）Vehicle performance舒适性与内饰 Comfort and interior外观设计 Exterior design科技与智能功能 Technology features燃油经济性/续航 Fuel economy/range售后服务 After-sales service价格与性价比 Price and value环保性能 Environmental friendliness

2. 在奔驰品牌中，您最看重的前三项特质是? / What are the top three traits you value most in the Mercedes-Benz brand?

豪华感与地位象征 Luxury and status symbol卓越的安全记录 Excellent safety record舒适的乘坐体验 Comfortable ride experience先进的科技技术 Advanced technology优秀的驾驶动态 Excellent driving dynamics可靠的质量 Reliability品牌历史与传统 Brand history and tradition高保值率 High resale value其他 Other:

第三部分:奔驰品牌特定问题
Part 3: Mercedes-Benz Specific Questions

1. 您如何看待奔驰的电动化转型（EQ系列）? / How do you view Mercedes-Benz's electrification transition (EQ series)?*

非常积极，是未来趋势 Very positive, it's the future trend感兴趣但仍有顾虑 Interested but have concerns更偏好传统燃油车 Prefer traditional fuel vehicles不确定，需要更多信息 Unsure, need more information

2. 与主要竞争对手（宝马、奥迪等）相比，奔驰的最大优势是? / Compared to main competitors (BMW, Audi, etc.), what is Mercedes-Benz's greatest advantage?

内饰豪华感 Interior luxury乘坐舒适性 Ride comfort品牌形象与声望 Brand image and prestige安全技术 Safety technology技术创新 Technology innovation无明显优势 No obvious advantage其他 Other:

3. 影响您选择奔驰的最重要信息来源是? / Most important information source influencing your Mercedes-Benz choice?

朋友/家人推荐 Friend/family recommendation试驾体验 Test drive experience专业汽车媒体评测 Professional automotive media reviews社交媒体 Social media经销商介绍 Dealer presentation品牌广告 Brand advertising自身研究 Personal research

第四部分:未来购车意向
Part 4: Future Purchase Intention

1. 如果您考虑购买奔驰，最重要的决定因素将是? / If you consider buying a Mercedes-Benz, what will be the most important deciding factor?

实际试驾感受 Actual test drive experience具体车型的技术规格 Specific model's technical specifications价格与优惠政策 Price and promotional offers售后服务质量 After-sales service quality品牌情感连接 Emotional connection to the brand亲友的意见和建议 Opinions and suggestions from friends/family

2. 您下次购车时选择奔驰的可能性有多大? / How likely are you to choose Mercedes-Benz for your next car purchase?

非常可能 Very likely有可能 Likely不确定 Uncertain不太可能 Unlikely完全不可能 Very unlikely

第五部分:开放性问题（可选）
Part 5: Open-ended Questions (Optional)

1. 请用一句话描述奔驰品牌给您的主要印象 / Please describe your main impression of the Mercedes-Benz brand in one sentence

2. 您认为奔驰品牌在哪些方面最需要改进? / In which areas do you think Mercedes-Benz needs the most improvement?

结束语 / Closing Remarks

感谢您抽出宝贵时间完成这份问卷！您的回答对我的EPQ研究项目非常有价值。
Thank you for taking the time to complete this survey! Your responses are highly valuable to my EPQ research project.

所有数据将严格保密，仅用于学术研究目的。
All data will be kept strictly confidential and used for academic research purposes only.

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