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中文摘要本文旨在分析太原市乘用车市场的现状,消费者的需求行为及市场的营销模式,并利用抽样调查法对太原市乘用车市场进行调查,掌握翔实的第一手资料,并参阅和收集已有资料,采用... 中 文 摘 要
本文旨在分析太原市乘用车市场的现状,消费者的需求行为及市场的营销模式,并利用抽样调查法对太原市乘用车市场进行调查,掌握翔实的第一手资料,并参阅和收集已有资料,采用定量分析法,对收集到的数据资料,分析市场的特点、品牌份额及发展趋势,根据MBA教育的特点,在自己调查研究的基础上,运用系统论、市场营销理论、统计理论等分析工具,采用定性分析与定量分析相结合,规范研究与实证研究相结合,重点研究和系统研究相结合的方法,对太原市乘用车发展进行深入分析,并提出政策建议。
文章先对我国的乘用车行业从开始到现在走过的将近五十年大概分了三个阶段,并对我国乘用车行业的市场结构从市场集中度和产品差异化等方面进行了分析,重点通过抽样调查法对太原市乘用车市场进行调查,通过掌握翔实的第一手资料,并参阅和收集已有资料,经过科学分析方法得出诸如:山西省各市市场份额相差极大、各月销量基本平稳、各级车销量相差很大、2006年太原乘用车市场各品牌的占有率相差不大等九个结论,并对乘用车消费者行为进行了分析,首先分析影响乘用车消费者购买行为的外部因素和内部因素,然后重点对太原市轿车消费者购买前、购买中和购买后的消费行为进行分析。最后,文章对太原市乘用车行业营销模式进行了分析,太原市乘用车行业营销模式主要分为:品牌专营模式(4S店模式)、汽车超市(多品牌经营)、大卖场、汽车连锁经营模式、汽车俱乐部模式等五种营销模式,并对五种营销模式的历史以及相互之间的优缺点进行了比较,对未来的营销模式进行预测。对太原市乘用车行业营销环境进行SWOT分析,并从SWOT分析知,太原市汽车产业外部宏观环境趋好,特别是国家政策的鼓励和引导,人们收入水平的提高及人们消费观念的改变,使国内大中城市有着强劲的消费能力,市场成功率大,回报率高。但是从客观来讲,太原市的汽车市场还处于初期阶段,在适应汽车经销领域固有的一些规则时难免有一个过程,中国的汽车营销模式与国外相比还存在很大的差距,主要停留在模仿国外先进营销模式的阶段,汽车经销商也正处于发展起步阶段。

关键词:市场调查;乘用车;市场营销;太原市
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benniehwh
2007-12-04
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Chinese Abstract
This paper provides an analysis on the current situation in Taiyuan passenger cars market, consumer behavior and market demand marketing mode, and use sample survey method Taiyuan passenger cars market investigations and detailed first-hand information, and information and the collection the existing data, using quantitative analysis method, the data collected, analyzed the characteristics of the market, share and brand development trends, according to the characteristics of MBA education in their own on the basis of investigation and research, use of systems theory, marketing theory, statistics theoretical analysis tools such as using qualitative analysis and quantitative analysis of the combination of the Research of integration, focusing on research and systematic method of combining research on the development of passenger vehicles in Taiyuan an in-depth analysis, and put forward policy recommendations.
My first article on the passenger sector from the beginning up to now has taken nearly 50 years about the three phases, and our passenger vehicles industry market structure from the market concentration and product differentiation, and other aspects of the analysis , the focus through the sample survey method to investigate Taiyuan passenger cars market, through master informative first-hand information, and information and data have been collected, obtained through scientific analysis methods such as: the difference between market share in Shanxi Province municipalities great, sales of basic smooth, car sales at all levels vary greatly, in 2006, Taiyuan, the brand passenger cars market share similar to that of nine conclusions, and the passenger cars were analyzed consumer behavior, the first affected by analysis car consumer buying behavior of external factors and internal factors, and then focus on consumers buy cars before Taiyuan, in the purchase and after purchase of consumer behavior analysis. Finally, the article on the marketing mode of Taiyuan passenger vehicles industry was analyzed, Taiyuan passenger vehicles industry marketing model consists of: brand franchise mode (4S shop mode), automobile supermarkets (Multi Brand Management), hypermarkets, car chain operation mode, the mode of five Automobile Club marketing mode, and five marketing mode, as well as the history of the advantages and disadvantages of each other by comparing the marketing mode in the future to predict. The Taiyuan passenger vehicles industry marketing environment for the conduct SWOT analysis, and knowledge from the SWOT analysis, Taiyuan auto industry external macro environment is getting better and better, particularly at the national policy to encourage and guide, the people's income level increases and the change in people's concept, the large and medium-sized cities have a strong domestic consumption capacity, the market success rate, a high rate of return. But objectively speaking, the Taiyuan auto market is still in its preliminary stage, to car distribution in the area, some of the rules inherent in a process it is inevitable that China's automotive marketing model compared with foreign countries there is still a big gap, the main stay in imitation foreign advanced stage of marketing mode, automobile dealers are also in the development of the initial stage.

Keywords: market research; passenger vehicles; marketing; Taiyuan

大概是这样
124744623
2007-12-13 · TA获得超过207个赞
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Chinese abstract
This article is for the purpose of analyzing Taiyuan while withthe vehicle market present situation, consumer's demand behavior andthe market marketing pattern, and while carries on the investigationusing the sample investigation law to Taiyuan with the vehicle market,grasps the full and accurate first material, and the reference and thecollection had the material, uses the quota analytic method, to datamaterial which collects, analyzes the market the characteristic, thebrand share and the development tendency, according to the MBAeducation characteristic, in the oneself investigation and studyfoundation, using the system theory, the market marketing theory, thestatistical theory and so on analyzes the tool, uses the qualitativeanalysis and the quantitative analysis unifies, the standard researchand the real diagnosis research unifies, The key research and thesystem research unifies the method, while carries on the thoroughanalysis to Taiyuan with the vehicle development, and puts forward thepolicy proposal.
The article first while from started to our country with the cardealership industry to pass through nearly for 50 years to the presentprobably to divide three stages, and to our country while with the cardealership industry market mechanism from the market 集中度 andaspect and so on the product difference has carried on the analysis,key while carried on the investigation through the sampleinvestigation law to Taiyuan with the vehicle market, through graspedthe full and accurate first material, and the reference and thecollection had the material, obtained after the scientific analysismethod such as: The Shanxi Province various cities market share phasedifference enormous, each month of sales volume basic steady, alllevels of vehicles sales volume difference very big, in 2006 Taiyuanwhile is not big with the vehicle market various brands 占有率difference and so on nine conclusions, and to rode has carried on theanalysis with the vehicle consumer behavior, first analyzed theinfluence while to purchase the behavior with the vehicle consumerexterior factor and internal factor before, then key purchased, in thepurchase and the purchase expense behavior after the Taiyuan passengervehicle consumer carries on the analysis. Finally, the article whilecarried on the analysis to Taiyuan with the car dealership industrymarketing pattern, Taiyuan while has mainly divided into with the cardealership industry marketing pattern: The brand monopolizes thepattern (4S shop pattern), the automobile supermarket (multi- brandsmanagement), greatly sells the field, the automobile chain-likemanagement pattern, the auto club pattern and so on five kind ofmarketing patterns, and as well as mutually the between good and badpoints has carried on the comparison to five kind of marketingpatterns history, will carry on the forecast to the future marketingpattern. While carries on the SWOT analysis to Taiyuan with the cardealership industry marketing environment, and from the SWOT analysisknowledge, outside the Taiyuan automobile industry the macroscopicenvironment hastens, specially national policy encouragement andguidance, the people receive the level the enhancement and the peopleexpend the idea the change, enable the domestic major and medium cityto have the strong expense ability, the market success ratio big, therepayment rate is high. But from objective says, Taiyuan's auto marketalso is at the initial period stage, when adaption automobile sale oncommission domain inherent some rules unavoidably has a process,China's automobile marketing pattern and overseas compares also hasthe very big disparity, mainly pauses in the imitation overseasadvanced marketing pattern stage, the car dealer also is being at thedevelopment start stage.

Key word: Market investigation; While with vehicle; Market marketing;Taiyuan
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