Using the relevant principles of management economics, an article on the reasons and countermeasures of the high price of family cars in China compared with European and American countries, 1000 words

Using the relevant principles of management economics, an article on the reasons and countermeasures of the high price of family cars in China compared with European and American countries, 1000 words. From the perspective of management economics, this paper analyzes the present situation and development trend of China automobile market. The impact of the global financial turmoil has further spread to the real economy, and its impact on domestic economic development mainly includes four aspects: the reduction of foreign investment, the decline of domestic investors' confidence, the obstruction of export trade, and the lack of domestic consumers' confidence, especially the latter. In such an active and depressed global environment, the state has issued policies to expand domestic demand, adjust the structure and benefit people's livelihood, which has created a better development environment for China's automobile industry. Next, this paper analyzes the current situation and development trend of China automobile market from the perspective of management economics. The most fundamental thing is the influence of income level. According to Maslow's five-level demand theory, people will have the desire to meet higher-level needs only after they have met lower-level needs. Although China's economy has maintained rapid growth for a long time and the income of urban and rural residents has increased substantially, for China consumers, according to the income level of most people, they still can't afford to buy a car, even if they can. Moreover, due to fierce competition, unstable automobile market and obvious price reduction trend, consumers continue to maintain a wait-and-see attitude, and their psychology of holding money for purchase has been enhanced, delaying the car purchase plan. Under such circumstances, a considerable number of domestic consumers can only think about buying a car, and the desire to buy a car will not be very strong. On the other hand, consumers' demand for cars is also influenced by consumption concepts. The consumption concept of some domestic automobile consumers is still relatively backward: first, consumer cars are placed in the position of status, and consumer cars are regarded as a symbol of status. The second is to regard consumer cars as "advanced consumption" or a "fashion". This concept does not consider what purpose they buy a car for, and the role of herd mentality is even greater. It is precisely because of these backward consumption concepts that some consumers have a strong desire for car consumption, even though they don't have enough money to buy a car. At present, the largest proportion of urban families buying cars is10130,000 yuan, followed by102,000 yuan. In addition to the money for buying a car, we should also consider the cost of oil, car maintenance, insurance, various taxes and fees. According to the current income level of China residents, if you want to buy a family car, your purchasing power is still very limited. But for families who have already bought family cars, their car grades are concentrated in mid-range cars. This phenomenon that consumers' income level does not match their consumption level constitutes a major feature of consumers' "purchasing power" in China's automobile market at present. Two. The recent increase in the cost of automobile manufacturing is not limited to the soaring price of steel, but also includes the rising prices of raw materials such as coal, coke, glass and rubber. The depreciation of the US dollar, the adjustment of export tax rebate, the increase of financial cost caused by tight monetary policy and the increase of labor cost caused by the implementation of the new labor law have continuously squeezed the profit space of unit vehicles, and the viability of automobile enterprises has been severely tested. In the market environment where automobile prices are falling, the rising costs can only be absorbed internally. From the ability of cost control and risk resistance, we can see the difference of enterprise strength. Having a long-term cost control scheme means having a sustainable competitive advantage. If the price war is a sharp knife to cut profits, then the rising cost of raw materials is another sharp knife to cut profits, which is a test of the viability of enterprises centered on cost control. The pressure of rising raw materials is a whip to drive away inefficient enterprises and a ruler to reshuffle and classify the whole automobile industry. 3. Opportunities and Risks The territoriality of China's automobile policy, the fragmentation of automobile production and sales, serious local protectionism and the inability to implement industrial policies have all caused the problem of consumers' difficulty in buying cars. In addition, in terms of automobile taxes and fees, governments at all levels are fragmented, and various charging items are numerous and huge in the process of automobile purchase and use. At the same time, there is a big gap between domestic enterprises and foreign enterprises in the concept of after-sales service system. According to the statistics of European and American countries, in a fully mature international automobile market, the sales profit of automobiles only accounts for 20% of the profits of the whole automobile industry, while the profit of spare parts accounts for 20, 50 to 60% of the profits generated by the automobile service industry. At present, the turnover of American automobile service industry has exceeded the sales of whole vehicles. As far as the ratio of pre-sale market to after-sale market is concerned, China is still upside down. In the future, the latter has more room for development than the former, and the whole automobile service industry is a trillion-dollar market. Experts at home and abroad call this market "super cake". Although China's automobile service industry started late, the market has developed rapidly, and the daily maintenance of automobiles has gradually changed from "maintenance-oriented" to "maintenance-oriented". China automobile aftermarket services can be divided into 1 1 categories, including automobile beauty, decoration, maintenance and automobile electronics, with nearly 400 specific services. At present, the domestic automobile aftermarket structure is still in the Three Kingdoms era-that is, the service of 4S stores, single stores and chain brands. The advanced service concept and perfect service measures of foreign brands have advantages. Domestic enterprises also have inherent advantages in establishing network channels, understanding consumption habits and promoting service culture. However, compared with foreign brands, although domestic enterprises have an absolute advantage in quantity, most of them are "small workshop" enterprises, and few enterprises have modern enterprise management and adapt to modern competition. Many auto beauty shops are transformed from the original auto repair or car wash factories, and engage in simple and original services under the guise of auto beauty. China local automobile service enterprises should focus on franchise chain, rely on brands and survive by quality. With the rising oil price and the Copenhagen Summit, the development of environmental protection and new energy is put on the agenda again, which will drive the structural adjustment of the automobile market. The advantages of fuel-efficient mid-level cars and small cars are gradually reflected. Great opportunities and challenges coexist. The result of this market reshuffle is to accelerate the' Matthew effect' of the automobile industry-those small-displacement vehicles with advanced power technology and low fuel consumption will be more popular, and some models with low technical content and high fuel consumption will be eliminated. When more and more working-class people become the backbone of automobile consumption, with the gradual maturity of the market, the concept that smaller cars are less safe will be changed. In the environment of high oil price, energy saving and environmental protection have become the trend of social development, and more energy saving and environmental protection vehicles have been introduced to meet the market demand. With the increase of oil price and the pressure of environmental protection, automobile manufacturers will speed up the development of fuel-saving technology and new energy, and whether they can master relevant advanced technologies will affect the development of enterprises to a certain extent. Only by comprehensively adjusting the development concept, organizational structure, business process, quality management and domestic and foreign marketing, keeping pace with the times, fully integrating enterprise and industry resources and realizing optimal allocation can enterprises break through the ice and achieve new development. 4. From the macro environment, the frequent policies of the market, the government, the collection of fuel tax by enterprises, the implementation of the automobile revitalization plan, and the encouragement of consumption by the state are all conducive to the start of the automobile market this year, and enterprises are ready to go. The implementation of fuel tax: the adjustment of consumption tax on refined oil products, the cancellation of road maintenance fees, and the continuous downward adjustment of refined oil prices have reduced the burden on most consumers and benefited prospective car owners who have not yet bought a car. The current fuel tax means that the burden of road maintenance fees will be reduced by 1000 yuan every year. Halve the purchase tax: from June 20, 654381to the end of this year, the purchase tax of passenger cars with displacement below 1.6L will be halved, and the purchase tax of small-displacement vehicles will be temporarily lowered to encourage consumers to release their purchasing power and bring benefits to small-displacement vehicles. Cars going to the countryside: According to the policy issued by the state, from March 1 to February 1 this year, the state arranged 5 billion yuan to give farmers a one-time financial subsidy for scrapping three-wheeled cars and low-speed trucks to buy light trucks and mini-buses with a displacement of less than 1 .3l. It is expected that this policy will boost the consumption of110,000 light trucks and mini-buses. New energy vehicles: The newly issued Interim Measures for the Administration of Financial Subsidies for Demonstration and Promotion of Energy-saving and New Energy Vehicles stipulates that hybrid vehicles with energy saving of more than 40% can receive a financial subsidy of 50,000 yuan; Fuel cell vehicles are subsidized by 250,000 yuan ... Since the international oil price soared last year, the world's major automakers have begun to use new energy vehicles as substitutes for existing internal combustion engines. With the country's strong support for new energy vehicles, new energy vehicles began to heat up. Relaxing car loans to stimulate consumption: financial and credit policies to increase support for car consumption. This makes the details of financial assistance increasingly clear. In the case that the deposit and loan interest rates are continuously lowered, the loan pressure of car owners is actually reduced. If the loan threshold is further lowered at this time, the car dream of China people will be further away from reality. Automobile accumulation fund: housing accumulation fund will be changed into housing automobile accumulation fund, and 400 billion yuan of housing accumulation fund idle in the hands of national employees will be started to enter the field of automobile consumption. For consumers who plan to buy a car, it means that even if they don't buy a house, this large amount of idle funds confined to banks will be revitalized. Trend 1: Private capital and foreign capital overweight China auto market According to analysis, the real "blowout" of China auto market is not selling cars, but building cars. Many enterprises in China's household appliances industry have formally applied to the state for the production of automobiles, with the total M&A exceeding 100 billion yuan, and they are more optimistic about the automobile industry. It is reported that dozens of private enterprises in Zhejiang alone are interested in building cars. At present, the major automobile manufacturers in China are constantly expanding their production capacity, and foreign investors have also increased their investment in China's automobile market. After large-scale mergers and acquisitions in recent years, the world automobile industry has initially formed six major automobile groups, including GM-Fiat-Fuji Heavy Industries-Isuzu, Ford-Mazda-Volvo-Daewoo, Daimler-Chrysler-Mitsubishi-Hyundai, Toyota-Daihatsu-Hino, Volkswagen-Scania and Renault-Nissan-Samsung. The six groups are optimistic about the attractive prospect of China automobile market, and on the basis of the strategic layout of China market, from their respective global strategic perspectives, they actively and quickly launched effective entry and competition strategies. Trend 2: Cost management becomes the focus. Rising raw material prices and falling car prices "nibbled away" the profits of manufacturers. The era of profiteering of automobile manufacturers is coming to an end, and manufacturers must find new profit growth points if they want to achieve profit growth. Facing the rising price of raw materials, automobile enterprises generally take measures such as improving material utilization rate, optimizing order specifications and purchasing by groups. In this way, the scale can highlight the contribution to profits, and large automobile enterprises have strong anti-risk ability. Consumers of self-owned brand products are mostly low-end consumers with high price sensitivity. With the decline of automobile market price, it is unlikely that the price of low-end cars will increase. In addition, enterprises can effectively reduce costs by tapping their own potential in management and marketing. It is feasible to tap the potential of cost reduction from the production management link, reduce "internal friction" and implement lean production. We can also reduce the cost by constantly introducing changed or substituted products, flexibly adapting to market changes, developing market segments and meeting individual needs. If car companies have their own alliance, alliance or joint venture parts supporting factories, they can reduce costs accordingly, but parts manufacturers also have the pressure of rising costs, which is also a test of digestion. If enterprises can't fully tap their own potential in development, procurement, manufacturing, information, management and sales, and strengthen cost control, even if there are immediate benefits, it will not be a long-term solution after all. Many enterprises say that improving product quality is the most important thing to control costs and realize the long-term development of enterprises. Trend 3: A group of powerful dealers will stand out from the rapid development of 3S and 4S stores in previous years. Although they are not integrated with the automobile factory of this brand, they actually have a life-and-death relationship with the automobile factory because they can only operate the products of one enterprise. If the operation effect of the automobile factory is not good, the dealers will be put in danger. Therefore, it has become the choice of many dealers to integrate the advantages of market and brand joining and establish a variety of brand management mechanisms to spread risks. In recent years, based on 3S, 4S stores and comprehensive automobile markets, big 3S markets and 5S supermarkets have developed, and a large number of dealer groups with 3S and 4S brand stores as the core have emerged. It is predicted that there may be a large number of powerful dealers in China automobile market in the future, and the influence of automobile manufacturers will gradually weaken, while the influence of dealers will gradually increase. Trend 4: Establish R&D institutions and master core technologies. At present, the structure of the automobile market is changing. First, the user structure is rapidly shifting to private, and private demand will be the main body of future automobile demand growth. Secondly, the product structure will still be dominated by cars. The overall market share of low-end economical cars is decreasing. Most car manufacturers in China produce low-end cars. Faced with the shrinking market scale and the rapid reduction of profits, manufacturers must establish their own technology research and development departments to develop new technologies and new models in order to enter the mid-level car market. Although the investment fever in the automobile industry has intensified the competition in automobile production, it also provides an opportunity to solve the capital problem. As long as we can effectively use the funds, we can quickly establish our own R&D team and master the core technologies necessary for future competition. Trend 5: March into the automobile service market and seek new profit growth points. The competition in the automobile market has changed from production and sales to after-sales service. Some uncompetitive enterprises rely on their own industry experience to switch to the automobile service industry and adopt in-depth marketing, that is, by expanding the depth and breadth of service items and services, they can win the long-term trust and support of customers and cultivate their loyalty. For example, providing customers with all-round services such as auto credit, insurance, maintenance, repair, annual review, car guidance, auto technology upgrade, used car evaluation and transfer, so as to adapt to the inherent characteristics of auto consumption, meet the requirements of auto users for in-depth services, strengthen the dependence of auto users on auto services and auto service enterprises, implement market structure optimization strategies, and form new market competitive advantages. Trend 6: Open up sales with new concepts and personalized design. Now private people are the main force to buy a car, but if you look closely, it is mainly family buying. Therefore, most of the current automobile brand concepts are based on family harmony, but with the further development of the market, after the overall needs of automobiles are met, they will inevitably develop to individual needs. The mainstream concept of the future market will be personalized automobile products, and consumers will pay more attention to the practicality and after-sales service of automobiles. Therefore, manufacturers can only stand in the competition by paying close attention to market changes. For example, the popularity of Chery QQ is the application of its personalized design and sales concept. Prospect With the old system of automobile market being broken, the seller's market is changing to the buyer's market, demand determines supply, and the improvement of automobile production capacity brings about overproduction. Under such a development background, automobile production enterprises should change their business philosophy, adapt to the requirements of market development, improve automobile after-sales service, and change the sales-oriented business philosophy into the customer-oriented business philosophy. The value and position of dealers can never be ignored. Automobile dealers have become an important bridge between automobile products and consumers. Only by achieving "win-win" with distributors can we ensure the healthy development of enterprises. There is still a lot of room for development in China's automobile market. If China enterprises want to take this market into their own hands, they must make a breakthrough in vehicle technology and design, establish their own brands, get rid of foreign control over China enterprises and realize their independence. The participation of various industry funds can also provide experience for improving the level of automobile after-sales service. With the support of the state and the efforts of enterprises, the automobile industry can develop into a pillar industry in China, and China automobile can occupy a place in the world automobile market.