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留学生论文:无人驾驶汽车市场营销计划(3)

时间:2020-09-24 10:46来源:www.ukthesis.org 作者:英国论文网 点击联系客服: 客服:Damien


On the other hand, as of December 2018, the Yutong, Golden Dragon and CRRC have participated in launch driverless buses in the Chinese market. However, there are not many enterprises that have invested in quantitative production driverless buses in the same way as Jinlong, thus the pressure from competitors in the driverless vehicles market is not great and raising prices properly does not affect our competition in the market. Simultaneously, iiMedia Research's forecast of total global driverless vehicles global unmanned car market share in 2021 will rise from $4 billion in 2016 to $7.03 billion. (Ivan 2017) This also means that the market has strong enough consumption capacity to adapt a higher product pricing strategy.

Beta and Omega are mainly placed in scenic areas that own a strong economic capabilities,and support financial leasing, allowed loan purchase and other purchase methods. Based on the market price of Apollon 1 million RMB, we will price Beta at around 1.5 million, and Omega will sell for more than 2.8 million. Furthermore, we will provide a quantity discount for three kind of buses, and add extra sales discount if necessary.

1.4 Place

The driverless vehicles require a unique matching repair and after-sales system, so the traditional single 4S retail store sales channel is difficult to meet the shopping needs of all consumers. To solve after-sales service problems, Tesla abandoned the efficient distribution mode that is common in the market and chose to adopt the high-risk direct sale mode, which requires consumers to make scheduled payments on the official website first, and then the manufacturer arranges production according to the needs of users. This model ensure that all consumers can receive a high-quality sales service, at the same time, the on-demand production model avoids the inventory backlog, saving the cost of the dealers and increasing profits. However, its wait period of production is too long that caused a serious return phenomenon.
Currently, the direct sale model that manufacturers of driverless buses become sales terminal has become an inevitable trend. In order to avoid the problem of production and inventory, we reference and inspiration from Tesla's distribution model, adopt combination the traditional marketing model and direct marketing mode, comply with the new-retail sales trend, and adopt the online and offline omni-channel sales. Hence, we will negotiate with 1000 4S stores and 50 scenic spots to coverage core sale promotion points in the market. Secondly, we will provide online direct sales channels to meet the product customization needs.

(责任编辑:周海霞)


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