价格中国汽车市场的经典价格案例分析（The price of Chinas auto market price of classic case analysis）.doc

价格中国汽车市场的经典价格案例分析（The price of Chinas auto market price of classic case analysis） Honda fit -- low price, one step at a time S the case In the domestic economy car market, like guangzhou Hondas flying degree is almost the global synchronized model and the Shanghai Volkswagen POLO. But POLOs price is much higher than flying. The nationwide unified sales price of the 1.3 L five-speed manual transmission is 998, 998 thousand yuan, and the sales price of 1.3l automatic transmission is 10.98 million yuan. When POLO went public, the price was 13.09 to 16.19 million yuan. POLO made a timely price adjustment after the launch, and by mid-december, the lowest price of the three-car POLO basic model was 11.11 million in the Beijing Asian games village automobile trading market. Even so, the price is higher than flying. Although the price of the flight 998, 000 yuan exceeds the psychological expectations of some consumers, it is a fatal price for its competitors in the eyes of experts. The flying degree also reflects guangzhou Hondas marketing skills. For general motors, pricing is often considered in terms of profit maximization, and the best way to get the first bucket of gold. This shows that when a new car comes on the market, it is always high to go high, waiting until the market environment changes to consider price reduction. But this way there is a problem, that is, when the price cut, because cant clear signals, consumers are often more hesitant, because they dont know whether enterprises have to price to the bottom. The degree of flying is different, although it is a technology leading product, but it is a one-step pricing. Although this will make it easier for consumers to pay a certain fee to the dealer to get the car quickly, it increases the burden on consumers. But the shortage of demand will bring more consumers into suspense. If the output barrier is broken, consumers will be able to buy the car without adding price, and the satisfaction will be improved greatl