论文部分内容阅读
原本作为中流砥柱的中端市场正在被不断侵蚀,大中端市场的概念正在变得模糊,其边界也正在经历新的分化。长期以来,中国汽车市场大体呈现这样的格局:外资豪车品牌坚持高端路线,合资品牌汽车的主力市场在中高端市场,自主品牌着力发展中低端市场,三者相安无事,互不影响。然而,这种现象2011年出现破局,三股力量交锋首次激化。每年年底是车企轮番上演价格战“博销量”的关键时刻,然而,2011年中高端市场的价格战起码提前了半年,竞争提前进入“肉搏战”。
The mid-market, which was originally the mainstay, is being eroded, the concept of the mid-market is blurring, and the borders are also undergoing new divisions. For a long time, the Chinese automobile market has generally shown such a pattern: Foreign luxury car brands adhere to the high-end line. The main market for joint-stock branded automobiles is in the mid-to-high end market. The independent brands focus on the development of low and mid-end markets. However, this phenomenon broke out in 2011 with the first intensification of the confrontation of the three forces. At the end of each year, the key moment of price war and “sales volume” staged by the automaker turns into a pivotal moment. However, the price war in the mid-end and high-end markets was at least six months ahead of schedule in 2011, and the competition entered into a “hand-to-hand fight.”