高端品牌汽车4s店项目投资风险评估.pdf

万方数据西安建筑科技大学工商硕士论文高端品牌汽车4S店项目的投资风险评估专业:工商管理学生姓名:吉春龙导师姓名:郭斌教授摘要高端品牌的豪华汽车在进入21世纪以来在我国的汽车市场上得到了飞速的发展,各大中城市先后进驻了世界名牌汽车的汽车品牌4S店。随着经济的进步与发展,高端品牌的豪华汽车也逐渐向经济发展较快的中小城市进军,投资者所看中的正是品牌汽车所带来的巨额收益。但是巨额的收益需要的高额的投资,厂家对于投资者的筛选条件更加苛刻,取得代理资格的代价非常昂贵(不仅限于资金的投资)、需要花费巨资建造厂家要求的高规格高档次的门店、需要采购昂贵的专用工具、需要准备大量营运资金备足库存商品等诸多方面,巨额的投资所伴随的也就是巨大的风险,投资者需要对项目投资的风险进行有效的整体评估,根据风险评估的结论确定该项目投资的可行性。通过对豪华汽车市场的调研及分析,本文对汽车4S店项目投资风险因素进行了判断,并建立了投资风险评价指标体系,在此基础上通过层析分析法确定指标权重,并运用模糊综合评判法对在江苏吴江投资奔驰汽车品牌4S店项目风险进行评判,得出奔驰品牌汽车4S店项目投资风险的估计值。本文的研究旨在对重点对高端品牌的沿海经济发达地区的投资评估和决策风险进行研究,为高端品牌豪华汽车项目投资者决策提供理论依据和科学方法,提高项目投资者的收益率。关键词:豪华汽车4S店;项目投资;风险评价;层次分析法;模糊综合评价法万方数据西安建筑科技大学工商硕士论文 The investment risk evaluation of luxurybrand of car project Specialty: MBA Name: JiChun Long Instructor:Professor Guo Abstract The high-end brand of luxury cars has been rapid development in since twenty-first Century in China's auto market, each big city has entered the automobile brand 4S shops the world famous automobile. With the development of the economy, the high-end brand luxury cars also gradually to the economic development of small and medium-sized city rapid march, investors fancy is the huge profits brought about brand car. But the huge profits need high investment, manufacturers for the screening conditions investors e more strict, thequalification of very expensive (not limited to capital investment), need to spend heavily to build factories require high specification upscale stores, need to purchase a special tool, the need for a large number of expensive operating funds with inventory goods etc. many aspects, huge investment with is a huge risk, investors need to on the project investment risk for overall evaluation of effective, according to the risk assessment results to determine the feasibility of project investment. Through the luxury car market research analysis to determine the risk factors, the establishment of evaluation index system, on the basis of scoring by experts,