BMWdeveloping marketin ChangshaEnvironmental Analy。BMWdeveloping marketin ChangshaEnvironmental Analy。.doc
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BMWdeveloping marketin ChangshaEnvironmental Analy。BMWdeveloping marketin ChangshaEnvironmental Analy。
BMWdeveloping marketin ChangshaEnvironmental AnalysisReport
1、Introduction BMW, the Bavarian machinery factory AG (German: Bayerische Motoren Werke AG, namely BMW). BMW is one of the world famous automobile company, is a leader in luxury automobile manufacturing industry. BMW was founded in 1916 and headquartered in Munich, Germany. 80 years ago, it was originally developed by an aircraft engine manufacturing plant to become today limousine driven, and production of world-renowned aircraft engines, off-road vehicles and motorcycles conglomerates, ranked 20 in the world before the car company
2、the macro environment2.1 Social EnvironmentWithChinasreform and opening up,the rapid economic developmentin Changsha, a variety ofideas andsocialattitudes areundergoing tremendouschanges,the concepthas gainedbuy a car.Consumersbuying a caris nothing less thantwo purposes, one isreally neededpracticality, oneis forbusinessorother .InChangsha, and evenChina,faceis a very importantproject,acar canbe markedto becomesomeonesface.Suchspecial socialand culturalwill bring moreconsumers andpotential consumersto theautomotive industry.
2.2 EconomicEnvironmentChinasdevelopment strategy researchfamily carthe report said:Arefamilieshavepurchased and usedcaraffordabilityisa prerequisiteinto the familycar.Usuallythe ratio ofcar pricesandper capita GNPto represent.The ratioof Chinas carinto the home ofa largeprojected2.0-3.0.That is, underthe current situation, the familyhave the ability tobuycarsfor theannual income of50,000or more.Such familiesgenerallyaboutthree yearsto accumulatecanbuy acar,use12% ofthe cost ofhousehold income.InChangsha EconomicDevelopmenttoldthe situation,each familywill begettinga carthe daycloser to reality.
3、themicro-environment3.1 competitorCurrentlyBMWs main competitor inChinais alsowell-known internationalbrands, ther
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