论文部分内容阅读
序曲看到这个标题的读者一定会奇怪,沃尔沃FH12和解放J6并不是一个档次的竞争对手,为什么青年曼卡能够同时PK两款完全不同档次的重卡产品?事实上,青年曼卡可能是中国重卡市场上最奇特的一个品牌。说它奇特,首先是因为青年曼卡既不是合资品牌,也不是纯粹意义上的自主品牌,而是国外品牌(曼品牌)和自主品牌(青年品牌)“联姻”的产物。用青年汽车集团董事局主席庞青年的话来说,就是“跨国品牌在中国”;其次,原型为德国曼MAN F2000的青年曼卡,其高端车型价格直接与沃尔沃等进口品牌相竞争,而其低档产品,却与解放J6、东风天龙顶配版的市场区间相重叠。价格区间跨度之大,国内其他重卡品牌无出其右者。就目前的市场表现而言,仍处于产品导入期的青年曼卡上半年销量仅有数百辆,这使得青年曼卡的品牌影响力相对较弱。但从长远来看,如果营销策略得当,青年曼卡有望在3～5年内在一些细分领域占据主要地位。本文挑选了青年曼卡的顶配6×4双桥牵引车(型号:YTQ4250FD1)和低配6×4双桥牵引车产品(型号:YTQ4250FD16),与沃尔沃FH12和解放J6的同类车型进行对比。
Overture readers see this title will be strange, Volvo FH12 and liberation of J6 is not a competitive competitor, why young mankind to PK at the same time two completely different grades of heavy truck products? In fact, the young Manka may be China heavy truck The most peculiar brand in the market. To say it strange, first of all, because the young manka is neither a joint venture brand nor an independent brand in pure sense, but the product of a foreign brand (Man brand) and an independent brand (young brand) “marriage.” In the words of Pang Young-nien, chairman of the Young Automotive Group, “multinational brands are in China”; secondly, the young MANKA, prototyped by MAN MAN F2000, Germany, whose high-end models compete directly with imported brands such as Volvo, Its low-end products, but with the liberation of J6, Dongfeng top version with the top of the overlapping market segments. The span of the price range, the other heavy truck brand out of the right person. In terms of the current market performance, the number of young Manga still in the lead-in period of sales was only several hundred in the first half of the year, which made the brand influence of the youth Manga relatively weak. However, in the long run, if the marketing strategy is properly adopted, the young Manka is expected to occupy a major position in some segments in three to five years. This paper selects the young Mangka top with 6 × 4 double bridge tractor (model: YTQ4250FD1) and low with 6 × 4 double bridge tractor (model: YTQ4250FD16), compared with the Volkswagen FH12 and Jiefang J6 similar models.