大昌行商用车定价问题研究

发布时间：2018-04-24 04:28

本文选题：商用车 + 定价策略　；参考：《云南财经大学》2013年硕士论文

【摘要】：一直以来，中国的商用车市场的发展就伴随着GDP的增长而增长，，伴随着国家对整体固定资产投资的增加而增加。从1999年商用车产销量接近100万量算起，商用车产销量平均每年递增30万辆，到2012年的销量已经超过了400万辆。在2004年，全国范围内整体汽车的销售量大幅下降，从而导致在仓库中整体汽车积累大量的存货，生产企业联合汽车经销商运用所有的办法，以期待能够解决这种困境。因为全国的市场份额是有限的，若能够快速占领更多的市场份额，就能够处于领先的优势，为此各厂家所采用的手段是争相降价，这种状况的激烈程度在中国汽车历史上前所未有的。然而这样的状况产生了恶性循环，价格的不断下降使厂家的利益不断减少，面对这样的情况购买者犹豫何时买车才能最便宜，致使待购的情况越来越严重。这些问题直到2004年才引起学术界的关注，由此才开始讨论思考定价等。理论和实务界在以前已经做了研究并取得了许多学术成就，本文在他们的研究基础上，从更深的层面研究了有哪些因素对中国商用车市场定价产生影响、如何定价和模型等等，以下几方面是文章的主要探讨内容： 1研讨合适商用车产品的定价方法不同领域研究应用过许多的定价方法，学术界总结归纳了这些定价方法，本文深入对比探究了几种定价方法，将各种方法运用到商用车定价过程，并对每种方法的应用分析探究。各种方法都有不同的特点与效果，特别是它们的实践应用性以及对市场和成本的影响等，经过科学研究找到合适汽车产品的定价方法。 2汽车产品定价模型（1）文章深刻分析了整体市场的影响要素，也分析了定价过程的影响要素，认真对比了不同的定价方法，汽车产品定价模型正是在在此基础上确立的，以下三点是对汽车产品定价模型所做的条件设想： ①需要定价的汽车产品所面临的市场情况是相互竞争的，也就是有好几个汽车品牌会共同存在于相同的价格区间，不同的产品之间也要面临互相竞争的情形； ②同一品牌下有不同的产品，不会只生产单一品种的产品，而且一个品牌下的不同产品会互不相同，存在差异性，产品价格也应依据产品具体情况设定，不能够依据成本粗略摊派； ③在模型中设定的参数应当能够量化，并且具有动态性的特征；模型可应用于测算价格调整并可应用到新产品的定价：P=ΣCī×Gī+V其中P为某品牌某车型价格C i为某品牌某车型实际成本Gi为某品牌某车型成本对应的功能因子 V为品牌价值（3）有关汽车产品定价模型因子的判定办法 ①功能成本因子的判定办法： Ci×Gi不单单指的是普通意义上的有关制造成本，更准确的是与之对应功能的市场成本价值，这是产品所特有的功能成本，此功能成本不仅包含实际的制造成本，也包含相关的费用，它是在市场影响下调度之后的金额。Ci在功能成本中指的是实际成本，而Gi在功能成本中指的是功能因子。商用车的功能在文章中会被分为四大类，一是承重功能，二是安全功能，三是动力功能，四是舒适功能。从实际意义上讲，功能成本是在市场化的环境下某个功能所产生的成本，其中最重要也是最关键的是区分车辆的功能，制作了一份统计问卷，其包括大约一百个商用车的特有功能，例如小的有商用车音响方面的按键控制功能，大的有汽车发动机的动力功能，通过电话对630名购买商用车的消费者进行了统计考察，最终进行分类整理得到。 ②品牌价值因子的判定办法 V是某个品牌下的一个产品的品牌价值，在所有的参数中，产品隶属品牌价值因子的动态性是最高的，将其运用到有关品牌价值的会计评估中：V=I x G 其中，其中V是品牌价值，I是品牌给企业带来的年平均利润，G是品牌强度系数。依据上述研究，本文获得以下主要结论：（一）商用车的定价方法研究 1.研讨合适大昌行商用车的定价方法文章对比了几种定价方法，通过对它们的分析可以看出：汽车产品的定价在很长时间内采用的都是比较传统的成本导向定价法，成本导向定价法具有操作容易简单的优点，但是它却没有注意到相关产品在市场的适应度，会出现较大的偏差，而且价格的确定也不准确，因为会受到成本核算方法的影响产生偏差；竞争导向定价法能够满足市场发展的条件，但是即使是同一类别的产品也难以对比，因为在技术与功能上都有着很大的不同，导致的结果是很难做到竞争价格的对比；顾客导向定价法存在着理论性的优点，但缺点也很突出，理由是消费群体的成熟度不高和有线，其应用性比较差。通过分析研究上面三种不同的导向定价方法，竞争导向定价法可以应用与品牌价值，而顾客导向定价法能够运用于功能成本的市场价格，运用模型得出相应的价格，再运用成本导向定价法得到相应的价格，将两个价格进行比较衡量，决定出最后的价格。 2.汽车产品的定价模型（1）文章研究分析了整体市场的影响要素，也研讨了与定价有关的影响要素，并且比较了不同的定价方法，在这些基础上才创建了汽车产品的定价模型：P=ΣCī×Gī+V在式中，P指的是某车型品牌某一车型的价格Ci指的是某车型品牌某一车型的实际成本Gi指的是某车型品牌某一车型成本所相关的功能因子V则是上文中提到的某品牌下车型品牌价值，其中：V=I x G 其中，其中V是品牌价值，I是品牌给企业带来的年平均利润，G是品牌强度系数。
[Abstract]:The development of the commercial vehicle market in China has been growing along with the growth of GDP, with the increase of the country's investment in the overall fixed assets. From 1999 to 1 million, commercial car sales increased by 300 thousand vehicles per year, and the sales volume in 2012 has exceeded 4 million.
In 2004, the overall sales of cars across the country fell sharply, leading to a large stock of inventory in the warehouse and the use of all methods to solve the dilemma. The market share of the whole country was limited and could quickly occupy more market share. To be in the lead, the means for the manufacturers are to reduce the price, which is unprecedented in the history of Chinese cars. However, this situation has produced a vicious circle, the declining price of the price has reduced the interests of the manufacturers. In this case, the buyer hesitates when to buy a car to be the cheapest. The situation that caused the purchase is getting more and more serious. These problems did not arouse the attention of the academic circles until 2004.
The theoretical and practical circles have done a lot of research and achieved a lot of academic achievements. On the basis of their research, this paper studies the factors that have an impact on the market pricing of commercial vehicles in China, how to pricing and models, and so on. The following aspects are the main contents of the article.
1 discussion on the suitable pricing method for commercial vehicle products
There are many pricing methods used in different fields. The academic circle summarizes these pricing methods. This paper compares and explores several pricing methods, applies various methods to the pricing process of commercial vehicles, and explores the application of each method. All the methods have different characteristics and effects, especially their practical applications. Sex, as well as the impact on the market and cost, etc., through scientific research to find a suitable pricing method for automotive products.
2 model of automobile product pricing
(1) the article deeply analyzes the influence factors of the whole market, analyzes the influencing factors of the pricing process, and compares the different pricing methods. The model of automobile product pricing is established on this basis, and the following three points are the idea of the automobile product pricing model.
(1) the market conditions of the automobile products that need to be priced are competing with each other, that is, several car brands will exist together in the same price range, and the different products are also faced with the competition of each other.
There are different products under the same brand, not only the production of a single variety, but the different products under one brand will be different from each other, and the price of the product should be set according to the specific conditions of the product, and it can not be roughly apportioned according to the cost.
(3) the parameters set in the model should be quantified and dynamic, and the model can be used to measure the price adjustment and apply to the pricing of new products: P= Sigma C, G +V, and P for a certain brand of a vehicle, C I is the functional factor corresponding to the cost of a certain brand of a brand, Gi
V is brand value
(3) determination of factors for pricing models of automotive products
(1) the method of determining the function cost factor:
Ci * Gi not only refers to the cost of manufacturing in the general sense, but more accurately the corresponding function of the market cost value. This is the unique functional cost of the product. This function cost not only includes the actual manufacturing cost, but also includes the related costs. It is the amount of the amount of.Ci that is scheduled under the market impact and refers to the functional cost. It is the actual cost, and Gi refers to the functional factor in the functional cost. The function of the commercial vehicle will be divided into four categories in the article, one is the load bearing function, the two is the security function, the three is the power function, and the four is the comfortable function. In practical sense, the function cost is the cost produced by a function in the market environment, of which the most important is The key is to distinguish the function of the vehicle, and make a statistical questionnaire, which includes the special functions of about one hundred commercial vehicles, such as the key control function of the commercial car audio, the power function of the automobile engine, and the final conduct of the telephone to 630 consumers of the buyer's car. It is classified by classification.
The decision method of brand value factor
V is the brand value of a product under a brand. Among all the parameters, the dynamic nature of the product membership value factor is the highest, and is applied to the evaluation of the value of the brand: V=I x G
Among them, V is brand value, I is the annual average profit brought by brand to the enterprise, and G is the brand intensity coefficient. Based on the above research, the following conclusions are drawn:
(1) a study on the pricing method of commercial vehicles
1. research on the suitable pricing method for commercial vehicles
The article compares several pricing methods. Through the analysis of them, it can be seen that the pricing of automobile products is used in a long time by the traditional cost oriented pricing method, and the cost oriented pricing method has the advantages of easy operation, but it does not notice the adaptability of the product in the market. Deviation, and the price determination is not accurate, because it will be biased by the impact of the cost accounting method; the competition oriented pricing method can meet the conditions of the market development, but even the product of the same category is difficult to compare, because the technology and function are very different and the result is difficult to achieve the competitive price. The customer oriented pricing method has the theoretical advantages, but the shortcomings are also very prominent, the reason is that the maturity of the consumer group is not high and wired, its application is poor. Through the analysis and study of the above three different guiding pricing methods, the competitive oriented pricing method can be applied to the brand value, and the customer oriented pricing method can be used. In the market price of the functional cost, the corresponding price is obtained by using the model, and the corresponding price is obtained by the cost oriented pricing method, and the final price is determined by comparing the two prices.
2. pricing model of automobile products
(1) the article studies and analyzes the factors affecting the overall market, and also discusses the factors related to the pricing, and compares different pricing methods. On these basis, the pricing model of automobile products is created: P= Sigma C, G +V in the type, P refers to the price of a certain type of car brand, Ci refers to a certain car brand. The actual cost of type Gi refers to the function factor related to the cost of one type of car brand, V is the brand value of a certain brand mentioned in the previous article, of which: V=I x G
Among them, V is brand value, I is the annual average profit brought by brand to the enterprise, and G is the brand intensity coefficient.

【学位授予单位】：云南财经大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471

【参考文献】