论文部分内容阅读
进入90年代中期以来,随着摩托车行业竞争日趋激烈,竞争手段日趋多元化,“销地产”作为一种有效的营销方式,已出现在历史的舞台上并开始成为一种重要的竞争手段。现在,全国主要厂家如轻骑、嘉陵、建设、新大洲和金城等开始重视销地产工厂的作用,都在全国各地大力建设销地产工厂,通过建设销地产工厂来降低产品成本,赢得优厚的市场准入条件,最终取得市场竞争优势。实行“销地产”战略是我国摩托车工业发展的必然历史过程。综观世界汽车、摩托车工业几十年发展史,“销地产”现象可说广为存在,日本本田、川崎、铃木、雅马哈这四大摩托车家族,自70年代以来就在世界各地广为建厂,在我国,这些厂家也以合资的形式建设了许多销地产工厂,比较著名的有轻骑铃木、嘉陵本田、金城铃木、建设雅马哈等。由于实行
Since the mid-1990s, with the increasingly fierce competition in the motorcycle industry and increasingly diversified competition methods, “marketing real estate” as an effective marketing method has appeared on the historical stage and has become an important competitive means. Now, major manufacturers in the country such as Qingqi, Jialing, Jianshe, Xindazhou and Jincheng have begun to focus on the role of real estate factories. All of them have vigorously built and sold real estate factories throughout the country. They have reduced the cost of products by building and selling real estate factories, and have won favorable market standards. Into the conditions, and ultimately obtain market competitive advantage. The implementation of the strategy of “selling real estate” is an inevitable historical process for the development of China’s motorcycle industry. Looking at the history of development of the automobile and motorcycle industries in the world for decades, the phenomenon of “selling real estate” can be said to be widespread. The four motorcycle families of Honda, Kawasaki, Suzuki and Yamaha have been widely built around the world since the 1970s. The factory, in China, these manufacturers also built a number of sales of real estate factories in the form of joint ventures, more famous are Qingqi Suzuki, Jialing Honda, Jincheng Suzuki, and construction of Yamaha. Due to the implementation