【正文】
7. 5%. But consumers say, if will buy the car afterwards, their choice will be concentrated on the grade (account for 30% ) of 100 ten thousand yuan. Though some small economy popularity of car of displacement relatively high, people buy home purpose choice of car in the future, nearly all concentrate on the mediumtohigh grade car. Comparing with two investigation results, we are easy to find , accord with the existing ine level of residents of our country at present, if buy a home automobile, their purchasing power is still very limited. But the family that has already bought the home automobile watches, their purchasing the car grade is in charge of looms and check the quality and quantity of the products when concentrated on . Phenomenon that the ine level and level of consumption of this kind of consumer do not match , form a great characteristic of consumer39。t be ignored. Beijing Evening reporter intercepts and interviews by fixed position 76 automobile consumers, in 81% is it purchase car and is it purchase consumer of car to plan to set about already, have 38% consumer face automobile market that price fluctuate in the state of looking around, cause hold coin is it purchase to wait production of phenomenon. As ask about since they want why does it buy car and at the reason that does not buy , wave reason in primary importance automobile price or too high 。 It is that the existing style is not abundant enough to put in the reason of the third。s density condition, the seller will form the regional group , There are storage, maintenance, fittings in each group, form many kinds of functions. Based on regional group, form and sell the group nation the regional group , There are storage, maintenance, fittings in each group, form many kinds of functions. Based on regional group, form and sell the group nation idly. supplement system: Sell the unit and some automobiles and repair the conduct to sell and supplement independently smallscaly, Render service for other enterprise and some relation users. developing marketing method: The department store sells the car way, exists as the extension and stand of a regional group. The ebusiness will be bined with the traditional way at first, will influence on its later stage, Still unable to appraise at present. In general, in advancing, change world rapidly, our thought and knowledge improve, In the irreversible economic spring tide, each manufacturing pany should establish and adjust marketing strategy constantly, It chooses and accord with the marketing modes of market scale each sell enterprise want opportunity of getting hold of, Since choose already destiny. At present, a greatest characteristic of enterprise of China39。s relation, etc, It is blessing of the country to form an enormous assets and utilize this part of assets well, It is the blessing of the auto industry too. It is even more a shortcut on the market that the manufacturing pany beaches. It has here bee systematic system of selling bee foreign manufacturers think kind partner already. When new century es, there will be a relatively great development in Chinese auto industries, In the face of the pressure of international petition of automobile group, Chinese automobile enterprise faces the brandnew crisis, The crisis is namely dangerous, is a chance. Every enterprise needs meeting a challenge, seize the opportunity, define one39。s own development. 附錄二 (譯文) 中國(guó)汽車工業(yè)的發(fā)展歷程 新世紀(jì)和中國(guó)在世界經(jīng)濟(jì)格局中的新地位,給中國(guó)各階層人士的心理和觀念都帶來(lái)了前所未有的直接的、階變性的沖擊。 中國(guó)汽車工業(yè)經(jīng)過(guò) 40 余年的發(fā)展,可以分為若干階段,關(guān)于汽車工業(yè)發(fā)展階段有幾種不同分段方法,但基本相似。 一、中國(guó)汽車工業(yè)發(fā)展歷程 l、第一階段 (1953 年 — 1978 年 );奠定中國(guó)汽車工業(yè)基礎(chǔ)階段。 一一 1953 年 7 月 15 日,第一汽車制造廠在吉林省長(zhǎng)春市興建,標(biāo)志著中國(guó)汽車工業(yè)開(kāi)始起步。 一一“文化大革命”時(shí)期,重點(diǎn)建設(shè)了第二汽車制造廠,成為 噸和 5 噸載貨汽車生產(chǎn)基地,還建成了陜西汽車制造廠和四川汽車制造廠等一批汽車廠;二是自主開(kāi)發(fā)并生產(chǎn)出以軍車和礦山用車為主的系列產(chǎn)品。 一一汽車工業(yè)開(kāi)展對(duì)外交流和合作,大力引進(jìn)外資和技術(shù)。此后又確定了兩個(gè)微型車生產(chǎn)基地。 一一產(chǎn)品結(jié)構(gòu)明顯改善。 第三階段 (1994 年至今 ):汽車工業(yè)開(kāi)始步入穩(wěn)定發(fā)展階段。 一一汽車工業(yè)重復(fù)建廠、亂上項(xiàng)目的勢(shì) 頭得到遏制,規(guī)模經(jīng)濟(jì)效益開(kāi)始呈現(xiàn)。 一一汽車消費(fèi)市場(chǎng)結(jié)構(gòu)發(fā)生重大變化。 一一開(kāi)始實(shí)行以分期付款購(gòu)車為核心的汽車消費(fèi)信貸制度。 事實(shí)上,中國(guó)汽車工業(yè)認(rèn)識(shí)市場(chǎng)是比較晚的。但是,市場(chǎng)的聲音卻很小,汽車工業(yè)確定的發(fā)展目標(biāo)是什么呢 ?翻開(kāi)第一本《中國(guó)汽車工業(yè)年鑒》, 1983 年,饒斌部長(zhǎng)代表汽車行業(yè)提出:“汽車工業(yè)總目標(biāo)的核心是:要有一代現(xiàn)代化的換代產(chǎn)品,即是九十年代要生產(chǎn)出八十年代初的產(chǎn)品,在此基礎(chǔ)上實(shí)現(xiàn)產(chǎn)量翻番。 造成封車節(jié)油,以鋼定產(chǎn)的思想基礎(chǔ)是對(duì)汽車工業(yè)發(fā)展的作用和前景認(rèn)識(shí)不足, 80 年代初,有領(lǐng)導(dǎo)就說(shuō)過(guò):好好的石油不去造化纖作農(nóng)服,白白讓汽車燒了。也有專家領(lǐng)導(dǎo)提出高速公路是資本 主義的產(chǎn)物,不適合中國(guó)。 因此當(dāng)時(shí)汽車工業(yè)關(guān)心的是 :確定地位,增加項(xiàng)目,搞規(guī)模經(jīng)濟(jì),合資生產(chǎn),引進(jìn)技術(shù),消化吸收,實(shí)現(xiàn)國(guó)產(chǎn)化 我們確實(shí)取得了許多成績(jī),在汽車工業(yè)發(fā)展的作用地位方面, 85 年“七 87 年又確定了“三大”“三小”轎車生產(chǎn)基地,隨后又增加了“兩微”。 從用戶對(duì)象上看, 80 年以前非公款購(gòu)車情況并不突出, 83 年以后,隨著城市集體經(jīng)濟(jì)的發(fā)展,城鄉(xiāng)個(gè)體,專業(yè)戶的增加,用戶對(duì)象也開(kāi)始發(fā)生變化。在市場(chǎng)汽車方面,我們也有一個(gè)提高認(rèn)識(shí)過(guò)程。人們也沒(méi)想到,摩托車異軍突起,產(chǎn)量高居世界前茅,更出人 意料的是,農(nóng)用車 —— 外國(guó)沒(méi)有的,我們有了,并能夠在短短的幾年內(nèi),達(dá)到 200 萬(wàn)產(chǎn)量。 85 年,當(dāng)我們按國(guó)務(wù)院指示進(jìn)行普及型轎車調(diào)研發(fā)展時(shí),很多人都認(rèn)為是異想天開(kāi),不可思議,直到92 年,在討論轎車市場(chǎng)時(shí),還有人提出,轎車“大量”進(jìn)入家庭不可能。但是,由于各方面對(duì)此認(rèn)識(shí)不一,汽車已經(jīng)成為唐僧肉,據(jù)有關(guān)方面統(tǒng)計(jì),汽車有關(guān)稅費(fèi)近幾百項(xiàng),行政性限制也非常之多,如前幾年北京實(shí)行小排量轎車和八座以上客車三環(huán)內(nèi)單雙號(hào)限行,但機(jī)關(guān)單位可以申領(lǐng) 通行證,今年,長(zhǎng)安街限制兩廂車通行,幸而為時(shí)很短。 可喜的是,汽車工業(yè)面臨著一個(gè)新的發(fā)展機(jī)遇,一方面,國(guó)家開(kāi)始嚴(yán)格整頓不合理的汽車有關(guān)稅費(fèi),更主要的是提出了擴(kuò)大內(nèi)需的概念和政策,經(jīng)濟(jì)學(xué)家在尋找擴(kuò)大內(nèi)需“藥方”的過(guò)程中,認(rèn)識(shí)到汽車,尤其是非公款消費(fèi)的汽車,是一項(xiàng)重要內(nèi)容。這種形勢(shì)下,營(yíng)銷模式,將成為汽車行業(yè)各個(gè)企業(yè)市場(chǎng)策略的根本內(nèi)容。 第二階段一一計(jì)劃向市場(chǎng)經(jīng)濟(jì)轉(zhuǎn)變階段 (1978 年 — 1992 年 ): 這一階段特點(diǎn)是:計(jì)劃逐年下降, 92 年降到 15%,市場(chǎng)開(kāi)始起到?jīng)Q定性作用。為了防止混亂,出臺(tái)了汽車專賣和轎車經(jīng)營(yíng)權(quán)政策,用行政手段規(guī)范市場(chǎng)。 80 年代中期,中國(guó)只有國(guó)有汽車銷售渠道,物資部門的中國(guó)汽貿(mào)、機(jī)電系統(tǒng)和由汽 車配件銷售系統(tǒng)轉(zhuǎn)化的汽車工業(yè)銷售系統(tǒng) (中汽銷售系統(tǒng) )。一般劃分為 : 1.國(guó)營(yíng)主渠道:以中汽貿(mào)為代表的物資機(jī)電體系和以中汽銷為代表的汽車工業(yè)銷售體系。 3.部委體系 :以軍轉(zhuǎn)民部委如兵器、航空、航天等為代表的部委體系。 5.其他。于是出現(xiàn)一種情況,當(dāng)汽車暢銷時(shí),經(jīng)銷商抱怨主機(jī)廠不執(zhí)行合同,不按時(shí)發(fā)貨,當(dāng)汽車滯銷時(shí),主機(jī)廠又認(rèn)為經(jīng)銷商銷貨不得力,不能完成合同計(jì)劃。 2.成品迂回流動(dòng)。 4.主機(jī)廠的市場(chǎng)營(yíng)銷策略無(wú)法貫徹執(zhí)行。 90 年代中期,人們開(kāi)始重新認(rèn)識(shí)汽車市場(chǎng)并決心改變這種混亂狀況。國(guó) 家鼓勵(lì)個(gè)人購(gòu)買汽車,并將根據(jù)汽車工業(yè)的發(fā)展的市場(chǎng)消費(fèi)結(jié)構(gòu)的變化適時(shí)制定具體政策 (第四十七條 )。 但是,改善已經(jīng)形成的局面,比始建需要更多的付出,幾年來(lái),各主機(jī)廠為建立能夠?qū)嵤┙y(tǒng)一策略的營(yíng)銷體系付出了巨大的努力,然而,問(wèn)題仍未得到徹底解決。專賣店 只銷一家車,解決了誰(shuí)好銷賣誰(shuí)的問(wèn)題,先存足貨后供車,解決了回轉(zhuǎn)款難問(wèn)題,有限專賣店,不能亂炒或亂壓價(jià),分區(qū)經(jīng)銷減少了產(chǎn)品的往返運(yùn)輸。 目前,中國(guó)已經(jīng)開(kāi)始實(shí)行汽車專賣店制度,分期付款售車也已經(jīng)有了幾年的實(shí)踐。這是國(guó)外的成熟模式,國(guó)際上新興的百貨店售車,中國(guó)也已經(jīng)出現(xiàn),同時(shí)汽車電子商務(wù)也在國(guó)內(nèi)有所嘗試。 如何學(xué)習(xí)國(guó)際先進(jìn)經(jīng)驗(yàn),尤其是如何將國(guó)際先進(jìn)經(jīng)驗(yàn)結(jié)合本國(guó)和本企業(yè)實(shí)際,是每一個(gè)汽車制造企業(yè)應(yīng)當(dāng)研究的問(wèn)題,更是廣大經(jīng)銷商應(yīng)當(dāng)關(guān)注的問(wèn)題。市場(chǎng)是商品流通和交換的集散地,是聯(lián)結(jié)生產(chǎn)和消費(fèi)的紐帶。企業(yè)要想取得發(fā)展,除了要了解與企業(yè)相關(guān)的市場(chǎng)外,更要做好市場(chǎng)的研究工作,重點(diǎn)就是做好研究市場(chǎng)需求的工作。對(duì)于我國(guó)汽 車工業(yè)來(lái)講,要使它能夠取得發(fā)展,也必須從研究汽車市場(chǎng)上消費(fèi)者的需求入手。先來(lái)看看,目前我國(guó)汽車市場(chǎng)上,消費(fèi)者的需求是怎樣的一種狀況。調(diào)查結(jié)構(gòu)按購(gòu)買的先后順