我国狭义乘用车区域差异性分析及市场策略

Regional Differences Analysis and Market Strategy on Narrow-sensed Passenger Vehicles in China

我国七大区域的经济、汽车市场、消费偏好等方面存在较大差异:华北、华东经济具有优势,华中、华南和西南地区因经济水平次之,西北经济相对落后但未来潜力大,各区域从销量增速的角度来看,华中、华南和西南地区销量增速均超过全国平均水平,各区域在价格区间、车型、品牌等消费偏好方面存在较大差异。综合市场规模变化、销量增速和经济增长要素,未来华中地区是增速最快的机会市场,其次是西南和西北地区。为赢取先导市场,自主品牌汽车企业需要完善营销渠道进行渠道下沉、提升产品品质和品牌形象,还需要结合区域特征导入产品以实行差异化营销。

There are big differences in the seven major areas of the economy, the automobile market, the consumer preference, etc. In the north and east China, there are some advantages. The central, southern and southwestern of China are at the second level. The economy of northwest is relatively backward but there is some future potential. From the area sales growth of each area, the speed of the increase in central, southern and southwestern are above the national average. There are big differences of the various regions in the price range, models and brands in different areas. In summary, the central area will be the fastest growing opportunities in the future, then the southwest and northwest considering the comprehensive changes of the market, sales increase and economy increase factors. To win the leading market, the independent brand automobile enterprise need to complete the marketing channel to channel sinks, improve product quality and brand image, combined with the feature of regional import products are needed to implement differentiated marketing.