毕业设计东风标致汽车销售技巧分析.docVIP

陕西交通职业技术学院 毕业设计（论文） 题 目： 东风标致汽车销售技巧分析 系 部： 汽车工程系 专 业： 汽车技术服务与营销 学 号： 班 级： 汽贸1327班 姓 名： 指导老师： 2016 年 5 月 20 H 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 车牛产能力将大大超过市场需求能力，造成汽车牛产相对过剩的状况。国产 轿车微利的时代己经到来，市场份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。木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。木文的结 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木。这对于各大汽企业 来说具有普遍的操作意义。 关键词：销售技巧消费群体品牌优势 In this paper： With China s accession to the wto, sustained and rapid economic growth, Chinas auto market is developing rapidly, especially in the car market has been booming, but behind the rapid development, bring the excess capacity. World famous international accounting firm KPMG had knoeked on a wake-up cal 1 for China s auto industry, in the \〃with the Chin ese auto parts market survey, points out that as the world，s fas test growing car market, China will suffer a crisis of overproduction, in the next two years, the country of the vehicle production capacity will greatly exceed market demand, cause the condition of the car production of relative surplus. Domestic car small profit era has come, the market of many enterprises are faced with the threat of a price war, how to deal with the price war, and to raise the level of our response to a price war, this is a problem to be solved before the enterprise. Tn this paper, the macro environment, micro environment of dongfeng Peugeot has carried on the thorough analysis, and objective evaluation of the dongfeng Pcugcot 307 this brand on the pricing strategies of achievements and shortcomings, respectively from the aspects of product pricing strategy, to deal with the price war strategy choice, effective, feasible Suggestions are put forward, and creatively put forward the dongfeng Peugeot 307 deal with the c