Briefly describe the basic concepts, principles and importance of automobile price planning

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China's auto market has unlimited opportunities, but the competition is fierce, and auto marketing planning has become an important part of the decisive market. "Twelfth Five-Year Plan Textbook for Automobile Professional High-skilled Vocational Education: Automobile Marketing Planning" is compiled by experts with more than 20 years of experience in automobile marketing planning and education and training, starting from the actual needs of China's automobile market, comprehensively expounding the concept, role and method of automobile marketing planning, and the planners must have 7 kinds of capabilities, product planning, first-class planning, channel planning and first-class planning principles, steps and key points.

In order to improve the practical operation ability, the book also arranges 7 typical marketing planning cases, 8 typical training projects and other practical content. "Twelfth Five-Year Plan Textbook for High-skilled Vocational Education in Automobile Majors: Automobile Marketing Planning" summarizes many successful marketing planning experiences and tips in the automotive industry, which is not only systematic, but also highlights the practicality, and is an important textbook for marketing majors in undergraduate and higher vocational colleges, and can also be used as a training book for personnel engaged in R&D, marketing and marketing positions in the automobile marketing industry.

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Summary. Hello, I am glad to answer for you, briefly describe the connection and difference between strategic planning and planning of automobile marketingMarketing planning is more macro, the strategy is biased towards the micro, and the plan is more specific. Marketing planning is biased towards the strategic level, while strategy and program are biased towards the tactical level.

Hello, I'm glad to answer for you, briefly describe the connection and difference between the strategic planning and planning of automobile marketing, marketing planning is more macro, the strategy is biased towards the micro, and the plan is more specific. Marketing planning is biased towards the strategic level, while strategy and plan are biased towards the tactical level.

The difference between the two is: the mu strategy is the direction, the strategy is the method, and the planning of Fenghe is the plan of Xunji Prefecture. But in reality, the word "planning" often means "strategy + plan", planning is the action and process of thinking, strategy and strategy are the result of thinking, in order to clarify strategy and tactics, we need to "plan".

In layman's terms, strategy is to tell you that this road can work, and planning is to tell you how to go this road.

The pricing principle of car service is that the highest cannot be higher than the market demand, and the minimum cannot be lower than the cost.

Hello dear, the pricing principle of car service is that the highest cannot be higher than the market demand, and the lowest cannot be lower than the cost. 1. Cost-plus pricing Historically, cost-plus has been the most commonly used pricing method. This pricing method takes the cost of each product plus a reasonable amount of profit as the ** of that product.

The basic logic of cost-plus pricing is: First, determine how much the product will sell. Then, calculate the unit cost and profit target of the product, and then determine the product's **.

The value of advertising inventory is often not directly related to the production cost of TV programs, at least not directly, so the development of TV commercials** generally does not focus on this principle. 2. Customer-oriented pricing (value-oriented pricing) Customer-oriented pricing is also called value-oriented pricing, that is, the formulation of the first is based on the value of the product and the market demand. Customer demand and the value of advertising resources are important factors in determining TV advertising, so customer-oriented pricing (value-oriented pricing) is one of the main principles on which TV advertising pricing is based.

In other industries, many companies are now aware of the limitations of cost-based pricing and its negative effects on corporate profitability and that pricing should reflect market conditions. As a result, they began to shift pricing power from the finance manager to the sales manager or product manager. Theoretically, this trend is consistent with the value-based pricing method.

Because the marketing department is the department in the company that best understands the customer's evaluation of the value of the product. However, in practice, if pricing power is abused in pursuit of short-term sales goals, it can ultimately hurt a company's long-term profitability. The purpose of value-based pricing is not simply to seek customer satisfaction.

In fact, customer satisfaction can often be achieved through a certain discount. However, if a sakura marketer thinks that maximum sales means business success, it is tantamount to self-deception. The purpose of value-based pricing is to achieve higher profitability by capturing higher product value.

And that doesn't mean you have to expand sales. Once a marketer conflates the above two goals, he falls into the trap of pricing by how much the customer is willing to pay rather than by how much the product is really worth to the customer. While this pricing can achieve sales targets, it can hurt the company's profitability in the long run.

It largely determines other factors in the marketing mix.

From an economic point of view, it is serious, and it is a monetary representation of the value of a commodity, which cannot be changed at will. However, from the perspective of automobile marketing, the automobile is active, and the automobile must respond flexibly to the changes in the automobile market, and the starting point is whether the automobile consumer is willing to accept it.

The value of a car determines the car**, which is the monetary representation of the value of the car. However, in the real car marketing ruler, due to the influence of factors such as the automobile market, the car is extremely lively, and the sports performance is often inconsistent with the value: sometimes it is higher than the value, and sometimes it is lower than the value.

Tips for success. 1. Attitude towards the product.

In the interaction and communication with customers, sales staff need to work product expertise, understand all the advantages of the product, and understand the various characteristics of the product to meet the needs of customers. Find out the needs of customers and closely combine them with the advantages of products.

2. Attitude towards yourself.

A salesperson's perfect mindset is first and foremost an attitude towards themselves. The correct attitude towards yourself is to think that you are good and to constantly increase your self-confidence.

Even if they have just started to do business work, salespeople should be full of self-confidence, so that firm belief and tenacious will can continue to inspire salespeople and have the courage to face customers.

The successful sales of products are inseparable from communication with customers, and successful sales presentation skills can only be achieved with attitude.

This bridge should be considered from the factors of the car itself and market demand, the quality of the car itself, function, styling, style, and so on to form the name of the cavity effect, and there is also the cost of the car, its cost is to include the cost of the car's leakage, transportation costs, storage costs, etc., to determine the best strategy for vehicle sales.

Listing basis, research on the local situation and local market conditions, formulate sales expenses and basic sales targets, and then carry out work arrangements, enter the store, enter the market and distribute goods, formulate sales channels and goals, and create a well-known oak rock degree of the target group brand, and the public brand awareness Liang Fengyu.

The first part of the listing basis, the local situation, the local municipal stupid market situation research, the development of sales expenses and sales targets Zhao Wan accompaniment, and then carry out work to arrange the store, enter the market and distribute goods, in the publicity, to create the target group brand awareness, early public awareness, brand preference advertising strategy.

I think that the best vehicle sold will generally have its quality, as well as its features. He is trying to decide this**, and finally look at the sales ability of Kaishan, and determine his final staring cavity**, I think these are the most important factors, and there is a company with a company's regulations, and it must be done in accordance with the regulations.

First develop a feasible plan, advertising production, brand packaging, and then implement marketing and network marketing to find partners, find target customers, and clarify the customers who buy the product**. It can cooperate with hypermarkets and car maintenance factories, and network marketing can also be missing, which can play a greater role in publicity, and the joint promotion of TV, newspapers, leaflets, and introductions can achieve a good effect of more answers!

I think it is the most important thing to develop a good plan first, and then to make a good advertisement, to play a brand to pick up ants, to create a good product Chunling brand of their own, in fact, the most important thing is the quality of the vehicle itself, so we have to believe in it, and sales will go up.

First develop a feasible collapse plan, advertising production brand packaging, and then implement marketing and Tuan's Qi network marketing, there is to understand the local **, in order to work effectively, there is online publicity and production of advertising to let more people know, to create a new effect on the brand nuclear rotten.

Clause.

1. Spare parts**.

The car is assembled from thousands of parts of different sizes, such as steel, plastic, screws, etc., and the quality of these accessories determines the cost of its manufacturing. More than ten years ago, the price of Volkswagen Santana was as high as 200,000 yuan, but at that time, the steel was not very cheap compared to now, not to mention other parts, of course, the engine, gearbox, and chassis were still very expensive. Up to now, steel, plastics, etc. have long risen, but the price of Santana is less than 100,000, and the problem reflected here is that the shrinkage of materials and configuration is the shrinkage of this kind of landslide is at the expense of quality.

If it is still according to the previous manufacturing level, I am afraid it will not be too cheap.

Clause. Second, the economic situation.

Since 2018, the global economic situation has been generally sluggish, the consumption level has dropped sharply, and the per capita disposable income has shrunk to varying degrees, which has directly led to the depression of various industries, including automobiles. In 2018, there was a rare downturn in the domestic auto market, which caught many brands off guard, and more of them adopted the strategy of reducing prices or increasing allocation without increasing prices to maintain the situation. On the other hand, in the first quarter of 2019, in the context of the cold wave of the auto market, the domestic market is gradually picking up, such as the success of the Korean first-class war strategy, the sales momentum of BBA and other giants from low to high, etc., from one side reflects that automobile consumption is gradually returning to rationality and the right track.

In the future, the car will not be reduced, but the cost performance will definitely be higher and higher, that is, you can buy a model with stronger power and more complete configuration for the same money. Of course, there is another problem here, that is, manufacturers will use low-cost parts, such as the American Buick, Chevrolet abandoned the self-aspirated engine, and switched to the use of small displacement three-cylinder engines, this measure can reduce the cost of the car, ** will definitely be reduced, but it is also based on sacrificing quality.

Clause. 3. Marketing expenses.

In addition to the cost of parts and the impact of the economic situation, there are also marketing expenses. In the price of a car, the proportion of publicity and marketing expenses is quite large, which can be experienced from the advertising expenses of many brands. Tens of millions, hundreds of millions of advertising expenses are a lot of expenses for car companies.

With the increase of labor and technical costs, marketing expenses will definitely continue to increase, subdivided into each car, which is the marketing cost. On the one hand, it restricts the trend of automobiles. In the future, the marketing expenses of any product will not be reduced, but will only be higher and higher.

Finally, there are so many factors that determine a car's ** that I have listed only three aspects. In fact, this is a very simple truth, if the first low, manufacturing costs will certainly not be reduced, now Toyota, Volkswagen are developing a new platform, in order to control the saving of manufacturing costs, but also from one side to reflect this problem. For example, we can't see the simple configuration, so ** is not the only way to reflect the quality of the vehicle.

If the price is greatly reduced, it will inevitably bring about a serious decline in quality, which the market and consumers do not want to see.

The biggest is the cost, the level of various configurations and the selection of materials determine the high and low cost, the cost determines the selling price, and the other is the brand influence.

The most important thing is the customer's needs.

Nutrition cars, and which ones in the heroes please front and back resume?