S集团创维新能源汽车营销策划及其销售数据分析  

Marketing Planning and Sales Data Analysis of Skyworth New Energy Vehicle in S Group

作　　者：王松玉 贾丝雨 Wang Song-yu;Jia Si-yu(Nanyang Institute of Technology,Henan Nanyang 473000)

机构地区：[1]南阳理工学院,河南南阳473000

出　　处：《内燃机与配件》2023年第24期120-122,共3页Internal Combustion Engine & Parts

摘　　要：文章主要以S集团已经宣布停售的创维新能源汽车4S店作为调研对象,调研最终发现导致其失败的最直接原因就是销量低、店面经济效益差并且通过对S集团该店入市销售以来所制定的营销方案以及销售数据进行分析,总结造成该现状的影响因素,最终得出产品不符合本地新能源汽车市场、销售竞争压力大是导致销量低的主要影响因素,文章将对该主要影响因素进行详细地分析介绍,以该店为例,为其他汽车企业在针对不同城市制定营销策划方案时规避一些误区,同时提供一定的参考。This paper mainly takes Skyworth 4S stores of new energy vehicles,which S Group has announced to stop selling,as the research object,and finally finds that the most direct reason for its failure is low sales volume and poor store economic benefits.Moreover,by analyzing the marketing plan and sales data developed by S Group since the store entered the market,the influential factors of the current situation are summarized.Finally,it is concluded that the products do not conform to the local new energy vehicle market,sales competition pressure is the main influencing factors leading to low sales.This article will analyze the main influencing factors in detail,taking the store as an example,for other automobile enterprises to avoid some mistakes in the development of marketing planning for different cities,at the same time to provide some reference.

关 键 词：营销方案 销售数据 新能源汽车市场 

分 类 号：F407.471[经济管理—产业经济]