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距离保时捷进入中国市场至今已有15年历史。尽管相比其他德国品牌,保时捷并不是最早进入中国市场的,可其完美的线条和优异的性能早已得到了众多顾客的青睐。尽管911系列车型是保时捷最初闻名的王牌,可中国市场的销量主要还是靠Macan以及Cayenne等SUV车型撑起了大半边天。亲民的价格虽然带来了销售的火爆,同时也让原本喜爱其超跑产品的众多车迷心生不满。笔者针对这一情况对保时捷未来在中国市场的发展提出了一些思考,提出保时捷在以价格换销量的基础上可以通过提升服务来保持以往的豪车定位。在此基础上,由于新能源汽车将会是未来的大趋势,本文同时还针对政策与行业发展趋势提出技术创新的想法,并对于中国市场迅速增加的消费能力提出了加强本土化的建议。
Porsche has been in the Chinese market for 15 years now. Although Porsche is not the first to enter the Chinese market compared to other German brands, its perfect lines and excellent performance have long been favored by many customers. Although the 911 series is Porsche’s first known trump card, the majority of sales in the Chinese market are still dominated by SUVs like Macan and Cayenne. Although the price of the People First brought the hot sales, but also let many fans who loved their super-run products are upset. In view of this situation, I put forward some thoughts on the future development of Porsche in the Chinese market. I put forward that Porsche can maintain the previous luxury car position by upgrading its service based on the price change. On this basis, as new energy vehicles will be the future megatrends, this article also proposes the idea of technological innovation in light of the development trend of policies and industries, and puts forward suggestions on how to strengthen localization in the rapidly increasing consumption power in the Chinese market.