英文演讲PPT(消费-以汽车为例).pptx 17页

'Bypeter AstheeconomyofChinadevelopsrapidly,theChineseresidents’incomehasexpandedsubstantially.High-endconsumersemergedrapidlyandChinaisbecomingamajorplayerintheluxurygoodsconsumptionmarket.TheWorldLuxuryAssociationpredictedthat,fiveyearslater,theamountofconsumptioninChina’sluxurygoodsmarketmaytoptheluxurygoodsmarketsaroundtheworld.Inthispresentation,IwanttofindouttheconsumptionpatternsofChina’shigh-endconsumersandtheconsumerbehavior.Preface ContentsHigh-endconsumers1High-endconsumptioninautoindustry2Patternsofhigh-endconsumers3Conclusionandadvice4 High-endconsumersWhoarethehigh-endconsumers?? High-endconsumers.researchreportofChinaBrandStrategyAssociation 2008201517%29%High-endconsumersChina’sproportioninthetotalgloballuxuryconsumption Asatypeofimportantluxuryproducts,automobileisindispensableforthehigh-endconsumersanditisalsoakeyareaofintensivecompetitionfortheauto-makers.So,today,wetaketheautomobilesconsumptionforexample,firstwewillcomparethefiguresbetweentheown-brandandtheimportedautomobiles.ThenwewillfocusonBMW,AudiandMercedes-Benzthesethreename-brand,forthepurposeofillustratingthehigh-endconsumerspreferences,detailingtheirconsumingpatternsatlast.High-endConsumptioninAutoIndustry High-endConsumptioninAutoIndustryOwn-brandVehiclesFromJanuarytoSeptemberin2010,own-brandvehiclesweresoldalmost3million,accountingfor31%oftotalcarsales,whereas,itfell0.7%whencomparedwiththesameperiodoftimelastyear. High-endConsumptioninAutoIndustry High-endConsumptioninAutoIndustryHigh-endConsumptioninAutoIndustryNow,letusfocusonthetopthreeSalesChampions:BMW,AudiandMercedes-Benz High-endConsumptioninAutoIndustryBoomingsalesofBenzApartfromtheinformationconveyedintheleftpicture,itisstillprovedthatthedrasticsalesgrowthinthepasttwoyearsmadechinathelargestmarketintheworld. High-endConsumptioninAutoIndustryProsperityofAudisalesUntilnow,Audihaveestablished139outletsinChina,Itisplannedbyitsheadquartersthatbytheyear2015,therewouldbefarmorethan200. High-endConsumptioninAutoIndustryGrowthoftheBMWsalesChina,hasbecometheworld"sfourthlargestmarketofBMW,itisnowenjoyingitsboomingtime.wedobelievethatthistrendwillbecertaintobecontinuedwiththe“support”ofthehigh-end. PatternsofHigh-endconsumers2.RationalconsumptionAggressiveconsumptionShowoffwealthConsumeasgifts1.3.4.Patternsamonghigh-endconsume ConclusionandadviceConclusion1.Conclusion2.Conclusion3.Conclusion4.Autoproducts,fashionablegoodsandalcoholarethemostfavoritefieldsofhigh-endconsumersinChina.Middle-agedpeoplehavemoreimpulsiontobuyluxurygoodsthanyoungonesinChina.Givinggiftandshowingoffarethemostimportantmotivationforhigh-endconsumersinChina.High-endconsumerspaymoreattentiontothebrandsoftheluxurygoodsinChina. Advice1.Advice2.Firstly,managersshouldbebasedonthemotivationofhigh-endconsumerstofindnewbusinessOpportunitiesinChina.Secondly,Gov.shouldraisetheconsumptiontaxforluxurygoodssothatinhibittheoverheatingofluxuryconsumptionofhigh-endconsumers.Conclusionandadvice THANKYOU!'