奇瑞汽车产品价格策略之案例分析毕业设计.docVIP

毕 业 论 文 题 目 奇瑞汽车产品价格策略之案例分析 奇瑞汽车产品价格策略之案例分析 中 文 摘 要 奇瑞汽车作为国内自主品牌，在产品价格策略方面相对是走低消费的路线。奇瑞汽车的价格的变化直接影响着汽车市场对其的接受程度，影响着消费者的购买行为，影响着汽车生产企业盈利目标的实现。因此，汽车定价策略是汽车市场竞争的重要手段，也是奇瑞汽车打响自主品牌的重要手段。奇瑞汽车的定价策略既要有利于促进销售、获取利润、补偿成本，同时又要考虑奇瑞汽车消费者对价格的接受能力，从而使汽车定价具有了买卖双方双向决策的特征。奇瑞最初的主打产品是QQ系列的低端产品，因此在消费者的心目当中，奇瑞一直以来都是价格便宜低廉的。本次调研，我们组特地将奇瑞定价的特点进行了归纳，并结合奇瑞的实际事例来阐明。 关键词：奇瑞汽车；产品价格；定价策略 ABSTRACT Chery automobile as a domestic independent brands, in terms of product pricing strategy is relatively lower consumption. Chery automobile price change directly affects the acceptance of the auto market, affect the consumer buying behavior, affecting the auto production enterprises to achieve the goal of profit. Car pricing strategy, therefore, is an important means of market competition, and chery automobile independent brand is an important means of war \. Chery automobiles pricing strategy to promote sales, profit, compensation costs, at the same time to consider chery automobile consumers ability to accept the price, so that the car pricing has the characteristics of the buyers and sellers two-way decision-making. Chery original series flagship product is QQ low-end products, so in the mind of the consumer, chery has always been a cheap cheap price. In this research, our group specially will be priced chery has carried on the induction, the characteristics of combined with cherys practical examples to illustrate. Key words: chery automobile; Product prices; Pricing strategy 目 录 中文摘要…………………………………………………………………………1 英文摘要…………………………………………………………………………1 前 言……………………………………………………………………………3 一、奇瑞汽车简介………………………………………………………………4 二、定价策略的分析……………………………………………………………5 （一）定价策略的概念…………………………………………………………5 （二）定价策略的优势分析……………………………………………………5 1.价格面向大众化……………………………………………………………5 2.价格让消费者能接受………………………………………………………6 （三）定价策略的劣势分析……………………………………………………6 三、案例及案例分析……………………………………………………………7 （一）汽车定价中的“价格标签”……………………………………………7 （二）QQ市场渗透定价策略 ………………………