东风标致汽车应对价格战策略研究-工商管理专业毕业论文.docx

东风标致汽车应对价格战策略研究摘要
随着我国加入世界贸易组织,经济的持续快速增长,中国汽车市场迅速发展, 特别是轿车市场得到了蓬勃发展,但是迅速发展的背后,带来的是产能过剩。全球著名的国际会计公司毕马威曾给中国汽车产业敲过一记警钟,其在《中国汽车与零部件市场调查》中指出,作为世界上发展最迅猛的汽车市场,中国在未来两年内将遭遇生产过剩危机,届时,全国所具备的整车生产能力将大大超过市场需求能力,造成汽车生产相对过剩的状况。国产轿车微利的时代已经到来,市场份额决定着企业是否能继续生存发展下去,价格战不可避免。目前,许多企业都面临着价格战的威胁,如何应对这场价格战,并提高应对价格战的水平,这是摆在各个企业面前亟待解决的问题。
本文对东风标致的宏观环境、微观环境进行了深入细致地分析,同时客观评价了东风标致307这一品牌在价格策略上的成绩和不足之处,分别从产品定价策略、应对价格战策略选择方面,提出了有效的、可行的建议,并创造性地提出了东风标致307应对中级车市场价格战的组合策略。+
本文的结论是:要想在这场中级车市场激战中取胜,单靠降价是远远不够的, 不断创新,提升产品品质,保持稳定合理的价格体系才是根本。这对于各大汽车企业来说具有普遍的操作意义。
关键词:价格战 应对 策略
STUDY ON DONGFENG PEUGEOT’S STRATEG l ES
WITH PRlCE WARS ABSTRACT
With China’S entry to WTO and the rapid economic growth,China vehicle market booms,especially for automobile the hidden crisis that we might not see may is excess ,a world famous international accounting firm,once predicted in its book the Survey ofChina Automobile and Parts
Market that as the fastest growing auto market in the world,China will encounter overproduction crisis in the next two that time,the production capability will be well over the market demand with the result of relative era of meager profit quietly arrived and price War of domestic cars is or not mostly depends on how many market shares an auto enterprise present,
enterprises should urgently study the coping strategies against price threats.
Taking Peugeot 307 as an example and analyzing from both the Macro and Micro Environment,this paper objectively evaluates the achievements and shortcofiaings of Peugeot 3 07 on pricing strategies,putting forward some effective and feasible strategies for price war and creative portfolio strategies for Midrange cars.
Conclusion:To win the price War in the Midrange Car market,improving
quality and maintaining reasonable price system are cut is by no means
enough.
Keywords:Price War;Cope;Strategy
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广西大学学位论文原创性声明和使用授权说明
原创性声明
本人声明:所呈交的学位论文是在导师指导下完成的,研究工作