汽车的销售——中高端市场研究及分析.doc

汽车的销售中高端市场研究及分析Car salesMid-High-end market research and analysis1、汽车的基本分类：低端（低于10万）中端（10-30万）中高端（30-200万）高端（高于200万）Basic classification of cars: the low-end (less than 10 million) the mid-end (10-30 million) the mid-high end (30-200 million) high-end (above 200 million)朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词 1. letter2. 形容词 1. simple2. simplified3. brief4. biographical5. common翻译以下任意网站 Guardian.co.uk-英国 Philadelphia Inquirer-美国 Elle-法国 Telegraph.co.uk-英国 Venezuela Tuya-西班牙语 Nord-Cinema-法国 El Confidencial-西班牙 Sueddeutsche.de-德国 LExpress-法国 Los Angeles Times-美国 Bild.de-德国 Machu Picchu-西班牙语2、汽车的发展：The development of the car:*长远来看汽车在向看一个小型化，电动化，节油化，简单第，智能化等等方面发展。*The car future further is towards to a smaller, electric,fuel-saving, simple and intelligence, etc.*但从中国今年来的销售成绩和新车型的推出可以看出在未来很长的一段时间内中国人追求的是大马力，豪华，大空间的汽车。所以大排量的越野车成为改革开放后大量人从原来的中下农变成身价过百万或更有钱的人的首选。3、全球主要国家轿车普及率比较：Comparison of car penetration rate in major countries从图中可以看出，我国的轿车普及率很低。但是人口数量很大。所以在未来很有销售市场。It can be seen from the figure, Chinas car penetration is very low. While china has a large population. So there will have a great sales market in the future.4、各国的车系的风格：*日本车：省油、经济、便宜*德国车：技术、安全、品质*美国车：是上世纪的奇迹、流水线生产、高超的技术、但美国现在也在改变Countriess car style:* Japanese cars: less fuel,conomy and cheap* German cars: technology, safety and quality* American cars: the miracle of the last century, Assembly line production, high technology, but the United States is changing.5、汽车的来源Source of car低端：主要是国内的自主品牌生产的汽车中端：主要是外国厂商和国内厂商合资生产的国产外国品牌汽车中高端：大部分为进口车型通过专营店购买高端：国为国内数量少主要为外国进口。The Low-end: mostly are domestic brand production.The mid-end: mostly are foreign brands of domestic car production 。make by foreign manufacturers and domestic manufacturers joint-venture.the mid-high-end: the majority of imported cars are purchased by franchised storesThe high-end: fewer and make in china ,mainly areforeign imports.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词 1. splendor2. magnificence3. flamboyance4. pageantry5. pomposity6. bravery2. 形容词 1. gorgeous2. sumptuous翻译以下任意网站 Guardian.co.uk-英国 Philadelphia Inquirer-美国 Elle-法国 Telegraph.co.uk-英国 Venezuela Tuya-西班牙语 Nord-Cinema-法国 El Confidencial-西班牙 Sueddeutsche.de-德国 LExpress-法国 Los Angeles Times-美国 Bild.de-德国 Machu Picchu-西班牙语6、汽车的卖点：Selling cars低端：省油 经济中端：安全 质量中高端：舒适 品牌高端：奢华 科技The Low-end: save fuel and economyThe mid-end: safety and qualityThe mid-high-end: Comfortable and Be brandThe high-end: Gorgeous and Technology7汽车销售利润分析：Car sales profit analysis(profit from car sales)低端：主要通过低价来吸引顾客，大量的出售。而且这些品牌专卖店较多，进入门槛低，竞争激烈。所以利润空间十分的小。Low-end cars: The sales mainly focus on attract customers through the low prices and the large number of sales. At the same time,these brand stores are more than the others,there have a low threshond and explosive competition. So the profit margins is very small.中端：这个级别的汽车销售利润空间大了些，而且销售量也相对较大。今年来增长速度较快。但这个级别4S店的销售人员素质要求较高而且需求量也较多。所以成本较高。所以总收获并不理想。这个级别的汽车销售商还有一个利润点就是汽车的保养和维修。The mid-end cars: The sales profit margins and sales volume of this levels car is bigger than the low-end cars.,and this levers car sales grow quite fast in this year. However, that levels 4S store demand more and higher quality salesman . So the cost is higher as well. That lead to the total gain is not ideal. Besides, another profit point of this lever car vendor are the cars maintenance and repair.中高端：这个级别的竞争相对较小，一般每个城市为一家到两家销售，而且利润空间大。每车有几万元或十几万元的利润空间。但销售量少。高端：利润空间巨大，投入成本巨大。经销商少竞争更少。一般经销商只会出现在一些发达的城市，比如北京，上海，广州等等。The mid-high-end: the competition of that lever is relatively small, generally there are just one to two sales store in each city and it has a bigger profit margins. Each car has a few million or more than ten millions profits. However, the sale is very few.The High-end : it has a huge profits, Less competition and fewer dealers ,of course the input costs is also huge. That levers dealers generally occurs only in some developed cities such as Beijing, Shanghai, Guangzhou and so on.朗读显示对应的拉丁字符的拼音字典 - 查看字典详细内容1. 名词 1. maintenance2. 动词 1. maintain翻译以下任意网站 Guardian.co.uk-英国 Philadelphia Inquirer-美国 Elle-法国 Telegraph.co.uk-英国 Venezuela Tuya-西班牙语 Nord-Cinema-法国 El Confidencial-西班牙 Sueddeutsche.de-德国 LExpress-法国 Los Angeles Times-美国 Bild.de-德国 Machu Picchu-西班牙语8、分析结论：Conclusions 根据上面的分析 我们可以得出一个结论：在这几个级别的汽车销售中中高端汽车的销售利润量是最大的，同时竞争也是比较小的，未来 发展前景巨大。因为中国改革开放三十年，的确有一部分人先富起来了。这些人的购买人欲会越来越强。Based on the analysis above that we can draw a conclusion: In these levels of car sales the largest amount of sales profits is mid-high-end cars and it faced the smaller competition as well, this k