价格中国汽车市场的经典价格案例分析（Pricing classic case analysis of Chinese auto market）.docVIP

价格中国汽车市场的经典价格案例分析（Pricing classic case analysis of Chinese auto market） Honda fit - low price, one step in place In the case of In the domestic economy car market, like Guangzhou Hondas fit, almost the same global model, as well as Shanghai Volkswagens POLO. But compared with the fit, the price of POLO is much higher. Fit 1.3L, five speed manual transmission of the national unified sales price of 99 thousand and 800 yuan, 1.3L stepless speed change, automatic sales, the price is 109 thousand and 800 yuan. The three car POLO listing price of 13.09-16.19 million. Fit after the listing, POLO timely price adjustment, to the middle of December, in Beijing Asian Sports Village auto trading market, the three car POLO basic type of minimum offer is 111 thousand and 100. Even so, the price is still higher than the fit. Although the price of fit 99 thousand and 800 yuan exceeded the psychological expectations of some consumers, but in the eyes of experts, this is a fatal pricing for its competitors. Fit pricing also reflects the marketing skills of Guangzhou Honda. For the general automotive enterprises, often from the perspective of maximum profits to consider pricing, trying to maximize the pot of gold. This is reflected in the new car market, always high go high, wait until the market environment changes, consider the price reduction. But there are problems with this approach: consumers are more hesitant when prices are lowered because there is no way to pass a clear signal, because they dont know whether companies have already lowered prices to the bottom. The approach of fitness is different, although it is a technology leading product, but it is taken in one step pricing. Although this approach will make consumers often have to pay a certain fee to dealers, they can quickly obtain the car, increasing the burden on consumers. But the phenomenon of supply shortage will make more consumers suspense. If the production barrier is broken, consumers can buy the car without a f