本文選題：商用車(chē) + 定價(jià)策略　； 參考：《云南財(cái)經(jīng)大學(xué)》2013年碩士論文

【摘要】：一直以來(lái)，中國(guó)的商用車(chē)市場(chǎng)的發(fā)展就伴隨著GDP的增長(zhǎng)而增長(zhǎng)，，伴隨著國(guó)家對(duì)整體固定資產(chǎn)投資的增加而增加。從1999年商用車(chē)產(chǎn)銷(xiāo)量接近100萬(wàn)量算起，商用車(chē)產(chǎn)銷(xiāo)量平均每年遞增30萬(wàn)輛，到2012年的銷(xiāo)量已經(jīng)超過(guò)了400萬(wàn)輛。 在2004年，全國(guó)范圍內(nèi)整體汽車(chē)的銷(xiāo)售量大幅下降，從而導(dǎo)致在倉(cāng)庫(kù)中整體汽車(chē)積累大量的存貨，生產(chǎn)企業(yè)聯(lián)合汽車(chē)經(jīng)銷(xiāo)商運(yùn)用所有的辦法，以期待能夠解決這種困境。因?yàn)槿珖?guó)的市場(chǎng)份額是有限的，若能夠快速占領(lǐng)更多的市場(chǎng)份額，就能夠處于領(lǐng)先的優(yōu)勢(shì)，為此各廠(chǎng)家所采用的手段是爭(zhēng)相降價(jià)，這種狀況的激烈程度在中國(guó)汽車(chē)歷史上前所未有的。然而這樣的狀況產(chǎn)生了惡性循環(huán)，價(jià)格的不斷下降使廠(chǎng)家的利益不斷減少，面對(duì)這樣的情況購(gòu)買(mǎi)者猶豫何時(shí)買(mǎi)車(chē)才能最便宜，致使待購(gòu)的情況越來(lái)越嚴(yán)重。這些問(wèn)題直到2004年才引起學(xué)術(shù)界的關(guān)注，由此才開(kāi)始討論思考定價(jià)等。 理論和實(shí)務(wù)界在以前已經(jīng)做了研究并取得了許多學(xué)術(shù)成就，本文在他們的研究基礎(chǔ)上，從更深的層面研究了有哪些因素對(duì)中國(guó)商用車(chē)市場(chǎng)定價(jià)產(chǎn)生影響、如何定價(jià)和模型等等，以下幾方面是文章的主要探討內(nèi)容： 1研討合適商用車(chē)產(chǎn)品的定價(jià)方法 不同領(lǐng)域研究應(yīng)用過(guò)許多的定價(jià)方法，學(xué)術(shù)界總結(jié)歸納了這些定價(jià)方法，本文深入對(duì)比探究了幾種定價(jià)方法，將各種方法運(yùn)用到商用車(chē)定價(jià)過(guò)程，并對(duì)每種方法的應(yīng)用分析探究。各種方法都有不同的特點(diǎn)與效果，特別是它們的實(shí)踐應(yīng)用性以及對(duì)市場(chǎng)和成本的影響等，經(jīng)過(guò)科學(xué)研究找到合適汽車(chē)產(chǎn)品的定價(jià)方法。 2汽車(chē)產(chǎn)品定價(jià)模型 （1）文章深刻分析了整體市場(chǎng)的影響要素，也分析了定價(jià)過(guò)程的影響要素，認(rèn)真對(duì)比了不同的定價(jià)方法，汽車(chē)產(chǎn)品定價(jià)模型正是在在此基礎(chǔ)上確立的，以下三點(diǎn)是對(duì)汽車(chē)產(chǎn)品定價(jià)模型所做的條件設(shè)想： ①需要定價(jià)的汽車(chē)產(chǎn)品所面臨的市場(chǎng)情況是相互競(jìng)爭(zhēng)的，也就是有好幾個(gè)汽車(chē)品牌會(huì)共同存在于相同的價(jià)格區(qū)間，不同的產(chǎn)品之間也要面臨互相競(jìng)爭(zhēng)的情形； ②同一品牌下有不同的產(chǎn)品，不會(huì)只生產(chǎn)單一品種的產(chǎn)品，而且一個(gè)品牌下的不同產(chǎn)品會(huì)互不相同，存在差異性，產(chǎn)品價(jià)格也應(yīng)依據(jù)產(chǎn)品具體情況設(shè)定，不能夠依據(jù)成本粗略攤派； ③在模型中設(shè)定的參數(shù)應(yīng)當(dāng)能夠量化，并且具有動(dòng)態(tài)性的特征；模型可應(yīng)用于測(cè)算價(jià)格調(diào)整并可應(yīng)用到新產(chǎn)品的定價(jià)：P=ΣCī×Gī+V其中P為某品牌某車(chē)型價(jià)格C i為某品牌某車(chē)型實(shí)際成本Gi為某品牌某車(chē)型成本對(duì)應(yīng)的功能因子 V為品牌價(jià)值 （3）有關(guān)汽車(chē)產(chǎn)品定價(jià)模型因子的判定辦法 ①功能成本因子的判定辦法： Ci×Gi不單單指的是普通意義上的有關(guān)制造成本，更準(zhǔn)確的是與之對(duì)應(yīng)功能的市場(chǎng)成本價(jià)值，這是產(chǎn)品所特有的功能成本，此功能成本不僅包含實(shí)際的制造成本，也包含相關(guān)的費(fèi)用，它是在市場(chǎng)影響下調(diào)度之后的金額。Ci在功能成本中指的是實(shí)際成本，而Gi在功能成本中指的是功能因子。商用車(chē)的功能在文章中會(huì)被分為四大類(lèi)，一是承重功能，二是安全功能，三是動(dòng)力功能，四是舒適功能。從實(shí)際意義上講，功能成本是在市場(chǎng)化的環(huán)境下某個(gè)功能所產(chǎn)生的成本，其中最重要也是最關(guān)鍵的是區(qū)分車(chē)輛的功能，制作了一份統(tǒng)計(jì)問(wèn)卷，其包括大約一百個(gè)商用車(chē)的特有功能，例如小的有商用車(chē)音響方面的按鍵控制功能，大的有汽車(chē)發(fā)動(dòng)機(jī)的動(dòng)力功能，通過(guò)電話(huà)對(duì)630名購(gòu)買(mǎi)商用車(chē)的消費(fèi)者進(jìn)行了統(tǒng)計(jì)考察，最終進(jìn)行分類(lèi)整理得到。 ②品牌價(jià)值因子的判定辦法 V是某個(gè)品牌下的一個(gè)產(chǎn)品的品牌價(jià)值，在所有的參數(shù)中，產(chǎn)品隸屬品牌價(jià)值因子的動(dòng)態(tài)性是最高的，將其運(yùn)用到有關(guān)品牌價(jià)值的會(huì)計(jì)評(píng)估中：V=I x G 其中，其中V是品牌價(jià)值，I是品牌給企業(yè)帶來(lái)的年平均利潤(rùn)，G是品牌強(qiáng)度系數(shù)。依據(jù)上述研究，本文獲得以下主要結(jié)論： （一）商用車(chē)的定價(jià)方法研究 1.研討合適大昌行商用車(chē)的定價(jià)方法 文章對(duì)比了幾種定價(jià)方法，通過(guò)對(duì)它們的分析可以看出：汽車(chē)產(chǎn)品的定價(jià)在很長(zhǎng)時(shí)間內(nèi)采用的都是比較傳統(tǒng)的成本導(dǎo)向定價(jià)法，成本導(dǎo)向定價(jià)法具有操作容易簡(jiǎn)單的優(yōu)點(diǎn)，但是它卻沒(méi)有注意到相關(guān)產(chǎn)品在市場(chǎng)的適應(yīng)度，會(huì)出現(xiàn)較大的偏差，而且價(jià)格的確定也不準(zhǔn)確，因?yàn)闀?huì)受到成本核算方法的影響產(chǎn)生偏差；競(jìng)爭(zhēng)導(dǎo)向定價(jià)法能夠滿(mǎn)足市場(chǎng)發(fā)展的條件，但是即使是同一類(lèi)別的產(chǎn)品也難以對(duì)比，因?yàn)樵诩夹g(shù)與功能上都有著很大的不同，導(dǎo)致的結(jié)果是很難做到競(jìng)爭(zhēng)價(jià)格的對(duì)比；顧客導(dǎo)向定價(jià)法存在著理論性的優(yōu)點(diǎn)，但缺點(diǎn)也很突出，理由是消費(fèi)群體的成熟度不高和有線(xiàn)，其應(yīng)用性比較差。通過(guò)分析研究上面三種不同的導(dǎo)向定價(jià)方法，競(jìng)爭(zhēng)導(dǎo)向定價(jià)法可以應(yīng)用與品牌價(jià)值，而顧客導(dǎo)向定價(jià)法能夠運(yùn)用于功能成本的市場(chǎng)價(jià)格，運(yùn)用模型得出相應(yīng)的價(jià)格，再運(yùn)用成本導(dǎo)向定價(jià)法得到相應(yīng)的價(jià)格，將兩個(gè)價(jià)格進(jìn)行比較衡量，決定出最后的價(jià)格。 2.汽車(chē)產(chǎn)品的定價(jià)模型 （1）文章研究分析了整體市場(chǎng)的影響要素，也研討了與定價(jià)有關(guān)的影響要素，并且比較了不同的定價(jià)方法，在這些基礎(chǔ)上才創(chuàng)建了汽車(chē)產(chǎn)品的定價(jià)模型：P=ΣCī×Gī+V在式中，P指的是某車(chē)型品牌某一車(chē)型的價(jià)格Ci指的是某車(chē)型品牌某一車(chē)型的實(shí)際成本Gi指的是某車(chē)型品牌某一車(chē)型成本所相關(guān)的功能因子V則是上文中提到的某品牌下車(chē)型品牌價(jià)值，其中：V=I x G 其中，其中V是品牌價(jià)值，I是品牌給企業(yè)帶來(lái)的年平均利潤(rùn)，G是品牌強(qiáng)度系數(shù)。
[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.

【學(xué)位授予單位】：云南財(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類(lèi)號(hào)】：F426.471

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