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高端品牌汽车店项目的投资风险评估图文.pdf
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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 luxury brand of car project
Specialty: MBA
Name: Ji Chun 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, the qualification 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 内容来自淘豆网www.taodocs.com转载请标明出处.
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