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奔驰巨幅降价!奔驰中国与北京奔驰之间的博弈
发布者:江西爱车网  发布时间:2011/2/10  阅读:910次 【字体:

 

  作为国内三大国产豪华品牌之一的奔驰,2010年在中国大陆地区销售超过147,670辆,创历史最佳纪录,成为中国市场上增长最快的豪华汽车品牌。其中E级轿车和C级轿车分别售出40,760辆和27,220辆,在总销售量中占据很大的比重,不过好成绩的取得是与奔驰E级和C级的巨幅降价分不开的。

  根据价格监测系统显示,在去年奔驰C级的最大优惠达7万元,奔驰E的降幅达10万元,并且是进口的奔驰E级,这样的降幅对于进口车来说是不多见的,大幅降价促进了销量的提升,但这对于奔驰品牌来说是有负面影响的,同时也会令首批客户感到寒心。而这些问题的发生,是和奔驰中国与北京奔驰之间的博弈有着莫大的关系。

一、奔驰在华两方力量博弈 引发价格问题

  在国内的中高级市场中,奔驰、宝马、奥迪三大品牌占据了大部分的市场份额,并且都选择了本地化生产,将主力车型引入中国国产,销量也是同步走高,但巨幅降价的问题却只出现在了奔驰身上,这主要源于其在华两方力量的博弈,最终在国产车进口车价格方面呈现出来,而奥迪和宝马则不存在这个问题。

  奔驰、宝马、奥迪三个品牌的全线车型几乎都在中国市场销售,既有进口车型又有国产车型,其中国产车一般都是采用先进口后国产的方式引入,但它们的车型掌控方是有区别的。奥迪无论是国产车还是进口车销售都是一汽-大众奥迪销售事业部掌控,而宝马方面虽有宝马中国和华晨宝马之分,但在车型业务上基本是从属于一个整体的,不像奔驰中国与北京奔驰那样分得相当清晰,进口车完全由奔驰中国负责无论是宣传还是销售,甚至是经销商的审批加入,而车型国产后则完全转到北京奔驰旗下管理,两者互不干涉。

二、先进口再国产 造成(奔驰中国)首先降价

  而正是双方之间几乎毫无瓜葛,并且都有自己的考评体系、策略制定等,就是说进口车的销量好坏只与奔驰中国有关,而国产化后则与之再无关系。但由于奔驰采用先进口再国产方式,奔驰中国首先以进口的方式将车型引入销售,前期则需要大量的资金投入宣传,以便完成制定的销量任务,而消费者这时早已获悉该车后续将国产,因此对其有了降价预期,奔驰中国为追求销量自然只有选择降价了。车型国产后,同样的问题就摆在了北京奔驰面前了。

三、国产后售价“” 引发(北京奔驰)再度降价

  因消费者的国产降价预期,造成了奔驰中国首先降价促销,但奔驰对于进口车国产后的定价基本是遵循指导价不变的原则的,也就是说奔驰C、奔驰E无论是国产车还是进口车价格基本都在一个区间内,以维护其豪华品牌的特别身份,但这个原则对北京奔驰的车型销售造成困扰,比如进口奔驰E的优惠最高达8万元,而国产后指导价几乎维持不变,这显然不能吸引消费者选购,北京奔驰没办法只能跟进继续降价,毕竟消费者认为一款车国产后其成本是大幅降低的,为了销量任务北京奔驰也只好选择再度降价。

  据了解,奔驰GLK、奔驰A、奔驰B等车型未来也将在北京奔驰投产,而它们的未来的轨迹不出意外的话也将和现在的奔驰C、奔驰E一样,经历大幅降价促销,尤其是GLK车款相信随着国产日期的临近,大幅降价的日子会很快到来,这对于想选购这款的消费者来说无疑是意外之喜!

 
 

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