pk10赛车开奖记录照片

2014-10-10 第372期 编辑:A乐 32501人浏览

厦门及周边地区后市场代理/销售渠道调查报告

厦门及周边地区后市场代理/销售渠道调查报告
本次调研行程主要是对厦门市区几大汽配城与周边4S店进行走访了解。通过走访海峡汽配城、泉州展览城汽车用品城等厦门市大型汽配市场,以及厦门建发汽车、厦门泰成集团、国贸集团等4S集团,共计调查了81家代理商以及21个4S集团400多家4s店。最终收回调查问卷363份,其中有效问卷356份。

众所周知,4S集团与经销商是汽车后市场的传统渠道,传统渠道表现的好坏,在一定程度反映整个市场的兴衰。借点金国际·玩车网知名品牌神州万里行之际,我们选取厦门及其周边地区市场为样本,进行该地区后市场代理/销售渠道的调查。时光如梭,2014年已过去三个季度的时间。在这三个季度里,身处东南沿海的厦门地区,汽车后市场销售情况变化如何,究竟什么样的新品能引起当地4S集团与经销商的兴趣?这些问题,在本报告中将得到解答。

一、本次市场调研的综合概述:厦门地区偏爱“传统产品”

pk10赛车开奖记录照片BENCIDIAOYANXINGCHENGZHUYAOSHIDUISHAMENSHIQUJIDAQIPEICHENGYUZHOUBIAN4SDIANJINXINGZOUFANGLEJIE。TONGGUOZOUFANGHAIXIAQIPEICHENG、QUANZHOUZHANLANCHENGQICHEYONGPINCHENGDENGSHAMENSHIDAXINGQIPEISHICHANG,YIJISHAMENJIANFAQICHE、SHAMENTAICHENGJITUAN、GUOMAOJITUANDENG4SJITUAN,GONGJIDIAOCHALE81JIADAILISHANGYIJI21GE4SJITUAN400DUOJIA4sDIAN。ZUIZHONGSHOUHUIDIAOCHAWENJUAN363FEN,QIZHONGYOUXIAOWENJUAN356FEN。

CONGBENCIDIAOCHAJIEGUOKAN,SHAMENDIQU4SDIANYUJINGXIAOSHANGZAIYEWUFAZHANSHANGYIRANPIANAIZHECHUANTONGCHANPIN:CHEZAIDAOHANGYUGEREMO,QIZHONG4SJITUANGENGJIANGCHEZAIDAOHANGYEWUSHIWEIFAZHANDEZHONGZHONGZHIZHONG。DAOZHIZHEIZHONGQINGKUANGYOULIANGFANGMIANDEYUANYIN:YIFANGMIAN,CHEZAIDAOHANGCHANPINYUGEREMOCHANPINSHUYUYUNYINGJIU、MAOLIGAO、XIAOFEIZHEJIESHOUDUGAODECHANPIN,DUANQINEIJITUANYUJINGXIAOSHANGBUKENENGYEWUFADUIZHEILEIYEWUZUOCHUDADEDIAOZHENG;LINGYIFANGMIAN,ZHONGDUOJITUANYUJINGXIAOSHANGKEWANGYOUMEIRONGYANGHULEIYUGAIZHUANGSHENGJILEIXINPINDETUICHU,DANCHANGJIAZAIZHEIFANGMIANDEYANFANENGLIXIANGDUIQIANQUE,HUOZHEYOUXINPINDANWUSHICHANG,XINPINWUFAWEIJITUANYUJINGXIAOSHANGDAILAIWENDINGKECHIXUDESHOUYI。

二、厦门地区客户需求:售后服务重中之重,促销方式各显神通

ZAI“HULIANWANGSIWEI”HENGXINGDEJINTIAN,BUJINSHIHULIANWANGQIYE,CHUANTONGXINGYEYEXUYAOXUEXI“HULIANWANGSIWEI”,ER“KEHUTIYAN”ZESHIHULIANWANGSIWEIDEHEXIN。XIANGTIGONGZUIJIADEKEHUTIYAN,JIUBIXUDUOLEJIEKEHUDEXUQIU,ZHENZHENGZUODAO“NIBUDONGZIJI,ERWOMENGENGDONGNI”。YINER,ZUOWEICHUANTONGQUDAODE4SJITUANYUJINGXIAOSHANGYEYIZHIZAICHANGSHIZHEQULEJIECHEZHUDUICHANPINDEXUQIU,ZHENZHENGTIGONGCHEZHUXIANGYAODECHANPIN。

CONGJIEGUOLAIKAN,WULUNSHIZAI4SDIANHAISHIZAIJINGXIAOSHANG,KEHUDUIQICHEYONGPINDEXUQIUJIBENXIANGTONG(TU1HETU2SUOSHI)。JUEDADUOSHUCHEZHUZAIXUANGOUQICHEYONGPINSHI,HUIJIANGSHOUHOUFUWUZHEIYIYINSUFANGZAISHOUWEI,BIJINGMUQIANGUONEIDUOSHUCHEZHUDONGSHOUNENGLICHAHUOBUYUANDONGSHOU,YONGPINDEANZHUANGFUWUHAISHIXUYAOSHANGJIATIGONG,YINCIDUISHOUHOUFUWUYAOQIUGAOYESHIZAIQINGLIZHIZHONG。SHAOWEIYOUDIANQUBIEDE,SHICHEZHUZAI4SDIANXUANGOUYONGPINDIERKANZHONGDESHIYONGPINDEZHILIANG,ERZAIJINGXIAODIANXUANGOUZEKANZHONGYONGPINPINPAI。4SDIANYIZHIYILAIJICHEZHUDEYINXIANGDOUSHINENGTIGONG“JIAGAOZHIYOU”DECHANPIN,YINCIXUANZE4SDIANCHANPINDECHEZHUGENGWEIKANZHONGCHANPINZHILIANG;XIANGFAN,CHEZHUXUANZEJINGXIAODIAN,YIBANERYANNEIXINYIRENKEMOUGEPINPAICHANPIN,YINCITAMENGENGKANZHONGJINGXIAODIANCHANPINDEPINPAI。

RANER,4SJITUANYUJINGXIAOSHANGSUONENGTIGONGDECHANPINYUFUWUBINGBUNENGRANGKEHUMANYI(TU3、TU4SUOSHI)。“SHOUHOUFUWU”YUANBENSHIDIANMIANXIYINKEHUXIAOFEIDESHASHOUJIAN,DANTAMENTIGONGDESHOUHOUBINGBUNENGDEDAOCHEZHUDEHAOPING。ZHEIQIZHONGYOUCHANGJIAPEIXUNTIXIBUWANSHANDEYUANYIN,YEYOUSHANGJIASUOTIGONGDEFUWUZHONGLEISHAODEYUANYIN。CIWAI,WULUNSHI4SDIANHUOSHIJINGXIAODIAN,QICHEYONGPINDEJIAGEPUBIANJIAOGAO,ERCHANPINDEGONGNENGYUTIYANBINGBUNENGFUHECHANPINBENSHENDEJIAGE,ZHEIYEYINQIZHONGDUOKEHUDEBUMAN。SHIJISHANG,MUQIANHOUSHICHANGCHANPINCHUANGXINXINGDI,XINPINTUICHUSUDUMAN,SHENZHIHENDUOSUOWEIDEXINPINZHISHI“XINPINGZHUANGJIUJIU”DECHANPIN,ZHEIRANGKEHUDUICHANPINBINGBUMANYI。

pk10赛车开奖记录照片YOUYUSUOCHUHUANJINGBUTONG,4SJITUANYUJINGXIAOSHANGZHENRENWEIZHENDUIXIAOFEIZHESUOYINGGAIZUOCHUDECUXIAOFANGSHIYEBUXIANGTONG。4SJITUANGENGDUOXUANZEYU“RANGLI”YOUGUANDECUXIAOFANGSHI,RUTAOZHUANGXIAOSHOUYUCHANPINZHIJIEJIANGJIA,ZHEIXIEYECONGCEMIANSHUOMING4SDIANCHANPINSHOUJIAGUOGAO,“GAOJIAGE”SHIMUQIAN4SJITUANMIANDUIDEZHUYAOWENTI。ERJINGXIAOSHANGGENGDUODESHIXUANZEZENGQIANGFUWUTIYAN,JIAQIANGSHOUHOUFUWUNEIRONG,ERFEIRANGLIDEFANGSHIXIYINKEHU。

三、厦门地区用品市场:市场前景稍显悲观,电商冲击开始显现

TONGGUOBENCIZOUFANGDIAOCHA,XIANSHISHAMENDIQUHOUSHICHANGCONGYEZHEDUI2014NIANXINGYEXIAOSHOUQINGKUANGBINGBULEGUAN(TU7、TU8SUOSHI)。JIANGJINYIBANDESHOUFANG4SJITUANRENWEI2014NIANSHICHANGBIBUDE2013NIAN,ZHIYOUBUDAO1/10BILIRENWEIJIANGHUIBIANDEGENGHAO。JIANGJINQICHENGSHOUFANGJINGXIAOSHANGDUI2014NIANSHICHANGQIANJINGBINGBUKANHAO。KAOLVDAOMUQIAN2014NIANYIGUOQU3/4DESHIJIAN,XIANGXINWULUNSHI4SJITUANHAISHIJINGXIAOSHANG,ZUOCHURUCIDEYUCEDOUYUANYUZISHENXIANSHIFAZHANQINGKUANG,YINCIWOMENKEYITUIDUANSHAMENDIQUQICHEYONGPINZAI2014NIANQIANSANJIDUXIAOSHOUQINGKUANGBIAOXIANBINGBULIXIANG。

pk10赛车开奖记录照片SHICHANGBIAOXIANBULIXIANGDEYUANYIN,JIYOUJINGJIXIAXING,YEYOUXINCHEXIAOLIANGZENGZHANGLVXIAJIANGDENGYINSU。DANGENGZHIDEYITIDESHI,SHAMENDIQUHOUSHICHANGXIANGBIQITADIQUGENGYISHOUDAODIANSHANGFAZHANSUODAILAIDECHONGJI。LIRUZAIZHIQIANJIANGZHEHUDIQUDEDIAOCHAXIANSHI4SJITUANRENWEIDIANSHANGDUITAMENXIAOSHOUWUYINGXIANGHUOYINGXIANGBUDA,YUANYINZAIYUXIAOFEIZHENENGTONGGUODIANSHANGLEJIECHANPINDEJIAGEDENGXINXI,DANDIANSHANGWUFABANGZHUXIAOFEIZHEWANCHENGXIANXIAANZHUANGDENANTI,ZUIZHONGXIAOFEIZHEHAIHUIHUIDAO4SDIANGOUMAICHANPIN。ERZHEJIANGHUDIQUDEJINGXIAOSHANGZERENWEIDIANSHANGDUITAMENFAZHANCHONGJIHENDA,LIYOUSHIHENDUOJINGXIAOSHANGZHISHICHUNCUIDEXIAOSHOUQUDAO,BINGWUANZHUANGFUWUGONGNENG,YINCIHENRONGYIBEIDIANSHANGQUDAOSUODAITI。

pk10赛车开奖记录照片ERSHAMENDIQUDE4SJITUANHEJINGXIAOSHANGDOURENWEIDIANSHANGDUITAMENFAZHANDEYINGXIANGLIHENDA。ZHEIZHONGYINGXIANGCHANSHENGDEYUANYINZAIYUYUANBENBINGFEIZHIJIEJINGZHENGGUANXIDE4SJITUANYUJINGXIAOSHANGCHENGWEIZHIJIEJINGZHENGDUISHOU。DIANSHANGDEFAZHANSHIDEGAIDIQUQICHEYONGPINXINXITOUMINGHUA,YOUQISHIJIAGETOUMING,YINCISHANGJIAWUFALIYONGXINXIBUDUIDENGLAIZHUANQUGAOELIRUN。ERSHAMENDIQUHENDUOJINGXIAODIANYENENGTIGONGXIANXIAANZHUANGFUWU,BINGBUBI4SDIANCHA,4SJITUANZHINENGTONGGUORANGLILAITIGAOZISHENJINGZHENGLI,ZUIZHONGJIAGESHANGDEYIJIANGZAIJIANGZUIZHONGYINGXIANGDAOSHUANGFANGLIRUN。XIANGBIYUQITADIQU,SHAMENDIQUWULUNSHI4SJITUANHUOZHEJINGXIAOSHANG,DOURENWEIDIANSHANGDEXINGQICHONGJILETAMENDEFAZHAN。

四、厦门地区传统渠道对展会的态度:参展求新品,争益为首任

BENCISHAMENDIQUZOUFANGZHONG,WOMENHAIFAXIANGAIDIQU4SJITUANYUJINGXIAOSHANGDUIYUCANJIAZHANHUIDEMUDEBINGBUXIANGTONG。YISHENZHOUWANLIXINGHUODONGWEILI,DUOSHU4SJITUANBIAOSHICANJIAHUODONGDEMUDESHIXIWANGNENGXUNZHAODAOGENGDUODEXINCHANPIN,QIZHONGDIANZIXINPINYUGAIZHUANGXINPINSHITAMENZUIWEIQINGXINDE(TU11SUOSHI)。ZHEISHUOMINGSHAMENDIQU4SJITUANDUIXINCHANPINDEXUQIUSHIFENWANGSHENG,YECONGLINGYIMIANSHUOMINGXINPINZIYUANDEKUIFA。CIWAI,GAIDIQUDADUOSHU4SJITUANFUZERENQIWANGZHURUSHENZHOUWANLIXINGHUODONGNENGWEITAMENDAILAITONGXINGJIAOLIUDEJIHUI。CIZHONGXIANXIANG,JISHUOMINGMUQIANXINGYENEIQUESHAOWENDINGKEKAODEJIAOLIUQUDAO,YESHUOMING4SJITUANDUILEISIWANLIXINGHUODONGDERENKE。SHAMENDIQU4SJITUANHAIBIAOSHITAMENHUIZHONGDIANGUANZHUZHANHUISHANGXINTUICHUDEXIANGMU,MUQIAN4SDIANMAICHEYEWUKUISUNYIJINGSHIBUZHENGDESHISHI,DUOYIGEXIANGMUNENGJI4SDIANDAILAIBUXIAODEJINGZHENGYOUSHI。ERYUGAIZHUANGXIANGGUANDEXIANGMUJIANGCHENGWEIREDIAN,TEBIESHICHEJIANXINZHENGDESHISHI,RANGZHONGDUO4SJITUANGANJUEGAIZHUANGYEWUDAYOUKEWEI。

XIANGFAN,SHAMENDIQUJINGXIAOSHANGDUIXINPINDEZHUIQIUDUMEIYOU4SJITUANGAO,TAMENGENGXIWANGJIEZHUSHENZHOUWANLIXINGZHEIYANGDEPINGTAI,JIAQIANGTONGYEJIANDEJIAOLIU(TU12SUOSHI)。YEYOUXIANGDANGDUOJINGXIAOSHANGBIAOSHIXIWANGNENGGOUTONGGUOZHANHUILEJIE4SDIANYUNXINGNAXIEXINXIANGMU,KEYIJIECIXUNQIUYU4SDIANHEZUO,HUOZHEZIJIKAIPIXINYEWU。YOUJINGXIAOSHANGBIAOSHIMUQIANYENEIXIANGMUYUNYINGTONGZHIHUAXIANXIANGYANZHONG,TAMENXIWANGNENGJIECHUGENGDUOYUNYINGXIANGMU,TIGONGZIJIDEJINGZHENGLI,HUOQUGENGDUOKEHU。

DUIYUKECHENGPEIXUN,SHAMENDIQU4SJITUANYUJINGXIAOSHANGKANFAPOWEIYIZHI,JIPEIXUNBINGBUSHIZHANHUIZHONGSHIFENZHONGYAODENEIRONG。SUIRANYOUCHANGJIAJIEZHUZHANHUISHIQIDUIZISHENCHANPINJINXINGXUANCHUANTUIGUANG,DANDUIYU4SJITUANYUJINGXIAOSHANGERYAN,TAMENGENGXIWANGJINXINGDESHIJISHUSHANGDEPEIXUN,ERFEIGAINIANSHANGDEXUANCHUAN。YINCI,DUIYUCHANGJIAERYAN,BUSHIJITUANYUJINGXIAOSHANGBUXUYAOPEIXUN,ERSHITAMENDUIPEIXUNDEYAOQIUGENGGAOGENGYANJIN。

五、传统渠道对产品的看法:4S店求低价,经销商追质量

YUCHENGDOU、JIANGZHEHUDIQUYIYANG,SHAMENDIQU4SJITUANSUOXIAOSHOUDECHANPINPINPAIJIAOWEIJIZHONG,ERPEISONGSHANGXIAOSHOUDEPINPAIZEXIANGDUIFENSAN,WULUNSHICHEZAIDAOHANGHAISHIGEREMOCHANPIN(TU13、14、15、16SUOSHI)。YIFANGMIAN,4SDIANZUOWEIMUQIANGUONEIQICHEYONGPINXIAOSHOUZUIZHUYAODEQUDAO,YICHENGWEIBINGJIABIZHENGZHIDI,WANGWANGNENGJIANGCHANPINCHENGGONGDARU4SDIANNEIDEDOUSHIDAGUIMOYOUSHILIDECHANGJIA,YINCI4SDIANNEIDAILIDEPINPAIYIBANWEIDAPINPAI,ZUIZHONGCHENGXIANDEJIEGUOSHI4SDIANCHANPINPINPAIJIZHONGDUGAO。LINGYIFANGMIAN,ZUOWEIJINGXIAOSHANG,YIBANERYANDOUXIWANGSUODAILIPINPAIYUEDUOYUEHAO,ERZHONGXIAOPINPAIYOUYUNANYIKUAGUO4SDIANSUOSHEZHIDEJINDIANMENJIAN,JINGXIAOSHANGCHENGWEITAMENPUHUOZHONGXIN,JIYUDEYOUHUILIDUYEJIAODA。ZHONGXIAOPINPAIYUJINGXIAOSHANGZHIJIANLIYIGONGCUN,BICIJIANDEHEZUOYEHUIGENGDUO。

4SDIANYUJINGXIAOSHANGSUODAILIDECHANPINPINPAIBINGBUYIZHI,SHUANGFANGDUICHANPINDEYAOQIUYEYOUBENZHISHANGDECHAYI(TU17、18SUOSHI)。YICHEZAIDAOHANGCHANPINWEILI,4SJITUANZUIXIWANGCHANGJIANENGGOUTIGAOCHANPINDEZHILIANG,BIJINGCHEZHUZAI4SDIANXUANZEGAOJIACHANPIN,XIWANGNENGHUODEGAOZHILIANGDECHANPIN。DANMUQIANZONGTIERYAN,WULUNSHIDACHANGJIAHUOXIAOPINPAI,CHANPINDEZHILIANGBINGBUNENGRANGXIAOFEIZHEMANYI,YINCI4SDIANGENGXIWANGCHANGJIANENGJIXUTIGAOCHANPINDEZHILIANG。ERJINGXIAOSHANGZEXIWANGCHANPINXINGJIABIKEJINYIBUTIGAO。MUQIANSHIMIANSHANGCUNZAIDECHANPINGONGNENGDATONGXIAOYI,WEIYINENGBIPINDEZHIYOUJIAGE。JINGXIAOSHANGXIWANGCHANGJIAZAITIGONGZHILIANGWENDINGDECHANPINQIANTIXIA,NENGJINYIBUYASUOSHENGCHANCHENGBEN,ZUIZHONGJIANGDICHANPINJIAGE。

pk10赛车开奖记录照片MEIRONGYANGHULEICHANPINBEIRENWEISHIWEILAIQICHEHOUSHICHANGXINGYEHENYOUQIANJINGDEFAZHANXIANGMU,DANQIZAISHAMENDIQUDECHUANTONGQUDAOFAZHANJIAOWEIYIBAN。YIGAIDIQU4SDIANWEILI,SUODAILIDEPINPAIJIAOWEIFENSAN,DANDIANXIAOLIANGYEPIANSHAO(TU19、20SUOSHI)。ZHEIQIZHONGYOUMEIRONGYANGHULEICHANPINMUQIANFAZHANYOUJUXIANXINGDEKEGUANYINSU,YEYOU4SDIANYUJINGXIAOSHANGBUTAIZHONGSHIDEZHUGUANYUANYIN。

MUQIANSHAMENDIQU4SJITUANGENGKANZHONGYUANCHEPINGSHENGJIYEWU,SUIZHERENMENSHENGHUOSHUIPINGDETIGAO,GAODUANCHESHICHANGYEJIANGFAZHANDEYUELAIYUEHAO,ERYUANCHEPINGSHENGJIJISHUYEYOUBENZHISHANGDETUPO,YINCITAMENRENWEIYUANCHEPINGSHENGJIYEWUDAYOUQIANLIKEYIWAJUE。JINGXIAOSHANGZEDUIJIEYOU、HUANBAOLEIDEXINCHANPINHUAIZHENONGHOUDEXINGQU,GAIZHUANGWAISHIJIANYESHITAMENXIWANGNENGYOUSUOFAZHANDEYEWU。DANDUOSHUJINGXIAOSHANGBIAOSHIHOUSHICHANGZHEILEIXINGXINPINTAISHAO,JISHAOXINPINNENGGONGTAMENXUANZEBINGFAZHANZHUANGDA。

pk10赛车开奖记录照片BENCIDUISHAMENDIQUDEZOUFANG,RANGWOMENDUIGAIDIQUQICHEYONGPINSHICHANGDEFAZHANDAIYOUYISISIDEYOULV。ZUIZHIDEZHUYIDE,WULUNSHI4SJITUANYIHUOSHIJINGXIAOSHANG,DADUOSHUDOUBUKANHAO2014NIANSHICHANGBIAOXIANQINGKUANG。YIWANGTANXIAOFENGSHENGDECHUANTONGQUDAOYEKAISHIZHOUQIMEITOU,KUSIWEILAIDECHULU。XUESHANGJIASHUANGDESHI,DIANSHANGDEXINGQIRANGCHUANTONGQUDAOGENGGANWULIYUCHONGJI,ERDIANSHANGDEXINGQICAIGANGGANGKAISHI,ZHEIYIWEIZHECHUANTONGQUDAODEKUNANCAIGANGGANGKAISHI?

ZAIYUZHONGWEISHOUFANGZHEJIAOTANZHONG,KEYIQINGCHUDEGANSHOUDAOTAMENSHENSHANGNEIFENCHENDIANDIANDEFAZHANYALI,DANTONGSHI,BIZHEYERENGNENGCONGTAMENJIANYIDEMUGUANGZHONGKANCHUDUIWEILAIRENGYOUXINXIN。YUANCHEPINGSHENGJI、WAISHIJIANGAIZHUANG、HUANBAOLEIXINPIN,4SJITUANYUJINGXIAOSHANGDOUZAIXUNZHAOZHESHUYUZIJIDEXINYEWUXINJIYU。CHUANTONGQUDAOBINGFEIYICHENGBUBIAN,ERSHITAMENXUYAOHUAFEIGENGDUODESHIJIAN,QUSIKAOGAIBIANDEFANGSHI。HUOXUDENGDAOXIAYICIWOMENZAICITASHANGSHAMENZHEIPIANTUDISHI,WOMENNENGJIANDAO“ZHANXIN”DECHUANTONGQUDAO。

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