DM汽车公司备件定价策略研究

发布时间：2018-06-04 21:07

本文选题：定价目标 + 需求价格弹性　；参考：《华中科技大学》2013年硕士论文

【摘要】：随着DM汽车公司售后服务业务的不断发展，我们通过调研发现，公司正宗备件的市场占有率有逐渐下滑的趋势，备件销售额的增加幅度没有跟上整车保有量的增加幅度，，反而有持平与下滑的趋势。本文从公司备件定价策略展开研究，研究目前的备件定价策略存在的问题和改变的方法。希望通过备件定价策略的研究发现定价策略存在的问题，并寻找改善方法以提高公司原厂汽车备件的市场竞争力与销量。本文先采用文献法，对定价理论文献进行收集和整理归纳，对DM汽车公司以及竞品公司的备件定价文件进行收集；采用对比分析法，对比分析DM汽车公司备件定价策略与竞品备件定价策略的异同之处，存在的问题，以及改变的方法。通过研究发现，DM汽车公司以销售额目标为定价目标，以预计销售额和销售量反向推导出备件的定价，是否科学和准确，是值得商榷的问题。并且，所有类型的备件采用相同的成本加成定价方法，是否符合不同属性备件的定价规律，也是值得商榷的问题。通过对比分析，提出：以销售额目标为定价的目标，需要变更为以市场占有率目标为备件定价的目标；将不同类型的备件，根据其属性的不同，采用不同定价方法。鉴于汽车备件类商品特有的渠道特征与竞争环境，本文对DM汽车公司备件定价策略研究得出的结论，仅适用于汽车备件类商品，其他类型商品的定价策略，需要根据其属性与竞争环境，区别分析和制定。
[Abstract]:With the continuous development of the after-sales service business of DM Automobile Company, we find through research that the market share of authentic spare parts of the company has gradually declined, and the increase in spare parts sales has not kept up with the increase in vehicle ownership. On the contrary, there is a trend of balance and decline. In this paper, the problems and methods of spare parts pricing strategy are studied from the perspective of spare parts pricing strategy. It is hoped that the problems existing in the pricing strategy can be found through the study of spare parts pricing strategy, and the improvement methods will be found in order to improve the market competitiveness and sales volume of spare parts in the original factory of the company. This paper first uses the literature method to collect and summarize the pricing theory documents, collects the spare parts pricing documents of DM automobile company and competitive products company, and adopts the comparative analysis method. This paper compares and analyzes the similarities and differences between spare parts pricing strategy and competitive spare parts pricing strategy in DM Automobile Company, the existing problems, and the methods of change. It is found that the pricing of spare parts is scientific and accurate based on the target of sales volume and the reverse derivation of the pricing of spare parts based on the expected sales volume and sales volume. It is a debatable question whether the pricing of spare parts is scientific and accurate. Moreover, it is also a debatable question whether all kinds of spare parts adopt the same cost addition pricing method, and whether they accord with the pricing rules of different attributes. Through comparison and analysis, it is put forward that the target of pricing with the target of sales volume should be changed to the target of price of spare parts based on market share, and different pricing methods should be adopted for different types of spare parts according to their attributes. In view of the unique channel characteristics and competitive environment of automotive spare parts, the conclusion of this paper is only applicable to the pricing strategy of spare parts and other types of goods in DM Automobile Company. Need according to its attribute and competition environment, distinguish analysis and make.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.471;F274

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