国产高档轿车市场营销的研究

-1-MarketingResearchofPremiumCarLeagueinChina-2--3-···························································································1···········································2·········································································3·········································································4···································································6·········································································6································································11························································14································································18·······························20····························································20················································21················································22································23································26························28··················································29··················································································31··························································································33··················································································34-4--5--6-2000610,77419998.82%1-2:-7-20006632319993627682.83%20001-3:1999-2000-8--9--10-31.836.9A61.81.8T2.42.832.5~51.2-11-A6V62002.495kw195NmA62.4121kw230Nm27.4%17.9%195km/h214km/hABSA6Tiptronic/-12--13-”AprilMayJuneJulyAugustSeptemberOctoberNovemberDecemberJanuaryFebruaryMarchApril/Standheating/Xenonlight16/16wheel2.4LE-IVCVT2.8LE-IVCVTNeueFarbe:Ebonyschwarz1406/024539ASR1.8TPRWM3/4/7/8LGJM5MG5MZSoulSatin--/JM_5MZ_BurrWalnut(Umbrahigh-gloss)5MG_Dashboardanddoorinlaywithwalnutwood(brown)1BA1BB/CityChassis:50---50Damperforce-14-199810()()-15-””A6-16-A6-17-/-18--19-19992000199931200060199938200051A6221020011207053-20-“”-21--22--23--24-“”“”“”“”“”“”-11995-200030.313.669.786.493.596.596.696.63.43.43.56.50%10%20%30%40%50%60%70%80%90%100%199519961997199819992000-25-3-2:(%)20022003200420052006*6.34.52.922333339.37.55.955:StrategicIntelligenceP/L6*3-3:(%)200220032004200520069.37.55.95532222:StrategicIntelligenceP/L6-26--27-2.83.0LGS5E2001.06512,200348,000369,000830,000890,0002001.01791,110592,383443,564702,156714,5932002.01718,921538,655403,660638,231649,5122003.01692,492518,984389,050614,826625,6852004.01661,339495,798371,830587,239597,5992005.01670,765502,814377,041595,587606,0982005.07638,479478,784359,194566,997576,9912006.01614,439460,175344,653545,387555,0422006.01126,279130,784-9,806-263,003-313,009-28-Custom-duty3.0Llow3.0LUpperRateRiskingImportcar'squota(Billon$)-29--30-??????????????????????????????WTOWTO-31-????A6-32-“”“”“”-33--A64-18AUDI100Axis228.8%=Correlation0.504-1-//N=3006789109.38.869.469.39.529.639.319.369.29.539.299.449.258.989.349.039.319.369.039.239.289.079.149.33A88.658.598.658.278.378.438.418.618.578.598.558.678.327.998.467.888.278.348.228.388.548.528.478.48A68.38.288.267.938.058.088.168.418.368.238.318.397.727.87.697.497.397.487.597.97.968.367.978.117.177.337.16.786.656.586.817.237.457.167.377.32-34-4-28/-35-•••••-36-••••-37-/-38-20251.6L2.5L504.0L-39--40-OurcountrywilljointheWTOwithinthisyear,Chinaautoindustrywillfaceworldmarketandparticipateinthecompetitionofinternationalmarkets.Itisveryusefulforourcarindustriestoresearchtheircompetitivestrategiesofgreatautogroups,tolearnthemarketingtruthandmethods,andgripmoderntechnologysoastodevelopourcountry.Intherecentyears,thefamousautocompaniesintheworldsuchasVolkswagenGroup,GMandHondahavetheirstablecooperatorsinChina.IthasbeentakingupbyFAW-VWAudiA6,ShanghaiBuickandGuangzhouAccord.ItisobviousthatthecarcompetitionswillbeamonginternationalautocompaniesinallorientationinChinamarket.Itisspeeduptoupdatetheoldtonewmodelcars.Anditwillmeettheworldlevelinthefurther.Nowadaysitiscontinuouslyenlargeforthemarketvolumeofpremiumcarleague.Theconsumers’colonyhasformed.Thedevelopingspeedofpremiumcarvolumegrowthwillbemuchhigher,anditwillbeatrateof10%after2004.Thedemandstructureofpremiumcarhaschangedfundamentally,privatecustomershavebecomemainbodyinthepurchases.From1997to2000,therateofprivategrowthis28%,therateofcorporategrowthis11%,andrateofstatepurchaseshasdownby1%.Thenumberofprivatecustomersishalfoveronthewholecustomersof3brandpremiumcars.Theprivatecustomeristheirobjectivecustomer.Themainlyregionstosalethecararethosefollowingthesealineandeconomicdevelopedareassuchastheeast,southandnorthpartsofChina,theflowrateofnortheastandnorthwestisrelevantlylower.Ontheproductcompetitivestrategy,thedomesticcarenterprisescanonlyintroduceintoforeigntechnologyorcooperatetodeveloppremiumproducts,andmakesomeimprovementstomeettherequirementsofdomesticcustomersandroads.EachautomanufacturerworkshardtoshortentheirproductslifecycletomeetChinesemarketonthebasisofimprovingpresentproductsandequippedwithnewequipment.Theywillproducenewproductsassamestepasinternationalmarketdoesatthepropertime.Itisusefulforthedomesticenterprisestolearnscientificmethods