豪华汽车统计分析与营销策略

发布时间：2018-02-06 07:30

本文关键词： 豪华汽车市场份额聚类分析回归分析营销策略　出处：《华东师范大学》2014年硕士论文　论文类型：学位论文

【摘要】：2002年汽车进入家庭以来,全国广义汽车保有量为2000万辆,经过11年,平均每年2位数的增长速度,截至到2013年底,突破1亿大关(包括三轮汽车和低速货车11450000辆)。与此同时,豪华汽车市场也得到了蓬勃的发展,走出了“先降后升“的U型模式。本文旨在通过豪华汽车市场历史表现情况,运用统计分析技术,分析其未来的市场需求,拟定市场营销策略。针对豪车市场的宏观—与微观---结构的结构因果架构问题,运用聚类分析,多元回归分析寻找对市场需求影响的关键因子：宏观层次上--道路长度的弹性系数为12.025,微观结构上--轿车销售区域的弹性系数为44.974,汽车产地的弹性系数为26.864；SUV销售区域的弹性系数为21.284,SUV产地的弹性系数为13.645；通过不同类别车型的弹性系数,我们可以看到品牌差距已经不是汽车销量的最关键因子。因为在目前豪华车品牌的市场上,四大豪华车品牌--奥迪,宝马,梅赛德斯奔驰和雷克萨斯的各自品牌影响力已经深入人心,都具有较高的知名度和美誉度。汽车销量的差异表现已经渗透到区域市场,消费者对汽车产地敏感度较高,区域当地道路建设直接影响乘用车数量。本文将就区域市场未来宏观因素的规划,提出下阶段销售策略的空间布局,消费者激励计划和品牌与性能结构的调整等市场营销策略。
[Abstract]:Since 2002, the number of cars in the country has been 20 million, after 11 years, the average annual growth rate of double-digit, up to end of 2013. At the same time, the luxury car market is booming as it breaks through the 100 million mark (including 11450000 three-wheeled vehicles and 11450000 low-speed trucks). This paper aims to analyze the future market demand of luxury automobile market and draw up the marketing strategy by using statistical analysis technology through the historical performance of luxury car market. Aiming at the structure causality structure of macro-and micro-structure of luxury vehicle market, cluster analysis is used. Multiple regression analysis was used to find the key factor of influencing market demand: the elastic coefficient of road length was 12.025 at macro level. The elastic coefficient of car sales area is 44.974, and the elasticity coefficient of automobile producing area is 26.864; The elastic coefficient of SUV was 13.645 in the producing area of SUV. Through the elasticity of different types of models, we can see that the brand gap is not the most important factor in car sales, because in the current luxury car brand market, the four luxury car brands-Audi, BMW. Mercedes-Benz and Lexus have their own brand influence, both with high popularity and reputation. The differential performance of car sales has penetrated into the regional market. Consumers have a high sensitivity to the origin of the car, and the regional road construction directly affects the number of passenger cars. This paper will put forward the space layout of the next stage of the sales strategy for the future macro-factors of the regional market planning. Consumer incentive plan and brand and performance structure adjustment and other marketing strategies.
【学位授予单位】：华东师范大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F274;F426.471;F402.4;O212.1

【共引文献】