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1、电动车如何做好2008年年度规划（How electric cars do well in the 2008 annual plan）June each year, began to enter the peak season of electric vehicle sales, manufacturers are doing their best to work overtime to arrange production and marketing. For enterprises of scale or enterprises with greater development desir
2、e, they are faced with a more important task at the same time, which is to formulate the annual plan for the next year. More people in the industry are aware that this years performance has been largely determined last year, and now it is time to start preparing for next years work. For electric veh
3、icle enterprises, the starting point of the work in 2008 is to start from the annual work plan, the usual annual plan in June drafted, in September to complete the examination and approval, and organize the implementation.First, the development of the electric vehicle industry in 2008 is expectedAcc
4、ording to industry estimates, the total number of Chinas electric vehicle market in 2008 may be close to about 20 million. Still maintained a high growth market situation. The growth of the first - line market is limited, and the growth is mainly from the two or three - tier market of small and medi
5、um-sized cities and towns.Electric vehicle products, large space growth in the northern market, due to product application environment, the market volume is not large, the regional products accounted for about 50% of the half car, bike share at about 15%, the luxury car share at around 35%. South ma
6、rket luxury models will share more than 80%. In the new car, because prices and vehicle sales of lithium and other reasons, mainly concentrated in the economically developed city, the total sales is still limited.Though the price of electric vehicle batteries and affected by the impact of raw materi
7、als, but it is difficult to have a greater impact on the terminal sales price, the price of mainstream products are still concentrated in the 1500 yuan to 2000 yuan, more than 2500 yuan of electric cars, in the terminal is difficult to pin.Two, the companys annual positioning strategyThe core of com
8、pany positioning is product positioning and market positioning. What products do the company has the most advantage, the companys products into what, the highest market efficiency, so as to form the companys position. As a positioning, more is to consider in the strategic level, as the annual plan o
9、f tactical planning, how to achieve maximum performance in the year, the highest efficiency.On product positioning: electric vehicle product line is relatively short, specifically, from the model, can be divided into electric bicycle, half car, chartered three types, from product performance can be
10、divided into lead-acid car, lithium car, electric tricycle etc. At present, the competition in the electric vehicle industry is intense, and the product segmentation is very obvious.Each enterprise has its own specialty, so as to locate the product accordingly. The product positioning usually includ
11、e consideration of supply and supporting system, the companys manufacturing company level, geographical environment, the companys research and development and technical capabilities, the companys culture and history, the companys customer service ability and other factors to consider.But in the annu
12、al plan, our positioning of the product, mainly with reference to the market demand and the companys resources, the companys product costs and other marginal contribution.About market positioning: at present, China has nearly 1000 electric vehicle enterprises, no one enterprise can achieve success i
13、n all markets. In addition to the overall strength of the electric car business is weak, lack of funds and human resources factors for operation of the national market, the market demand is more diversified China, formed products subdivided into line to become more obvious market segments.In short,
14、for brand enterprises, you can have a wealth of products to meet the needs of the market, can be involved in the countrys extensive market channel planning. For the general enterprise, then select the market segments and positioning of product segments. However, no matter how to locate, we must have
15、 flagship products and core markets.Three, product planningProduct is the core of enterprise management, the core of all business operations is to provide consumers with satisfactory products, and this is also the reason for the existence of enterprises. The product development and product managemen
16、t involved in enterprise product planning is the basis of achieving good products.In product planning,Includes two aspects of developing the old product integration and new products, old products integration usually in one of the new, it must be listed, this time can smooth adjustment of product pol
17、icy, if not listed at this time, it will be difficult to adjust the product. New products must be listed before May, better than May, preferably in the following year.1, about product integration planning:In general, the old product after a year or six months of sales, need to review the product aft
18、er re listing, can further enhance sales at the same time, you can also adjust sales policies and sales strategies. Product integration is based on two aspects, on the one hand, the products own defects (such as design, performance, quality, appearance) to be corrected, on the other hand is to upgra
19、de the product. Product integration is relatively simple, if the difficulty is great, put into the new product development to consider. In general, product integration began in September, the internal project ended in December, the next year listed.2, about the development of new products:The develo
20、pment of new products, with its own positioning arrangement, new product development of electric vehicle industry, there are three basic forms, one is all independent development, all independent innovation design, two in each plastic factory in search of new products. Three is cooperative developme
21、nt.Generally speaking, the independent development usually carries on the market research in April, in June completed the project approval, and entered the product development work.Time to market for new products, usually divided into two stages, one is the new beginning of the year, usually choose
22、to release the new product in the dealer meeting; the second is before the sales season, mostly in May, held a new conference.The electric vehicle industry, with independent research and development companies are few, but more enterprises are looking through the plastic factory professional upgrade
23、products, the strength of strong enterprises by the time the buyout approach, is selected in the market purchasing enterprises. In China, it is rare for the EV industry to have independent development capability or to be willing to invest in its own development.In product development, comprehensive
24、consideration should be given to the commonality of parts, after-sale services and market prices.For the current car industry, willing to invest money in the market, but in the enterprise independent research and development into a poor, at present, electric vehicle business investment cost of produ
25、ct development in one of the enterprises with more than 1 million yuan.For the sake of sustainable development, the minimum cost for R & D in the electric vehicle industry is guaranteed to be budgeted at 2% of the sales.Four. Manufacturing and supply chain system planManufacturing and supply system
26、is the core factor of product realization, and it will play a decisive role in product quality and delivery time. Therefore, the planning of manufacturing and supply system is of far-reaching significance.1. Planning of manufacturing systemEach company will define its manufacturing capacity and manu
27、facturing depth according to its own position. Homemade more components of vehicle, the manufacturing depth is large, the equipment, personnel requirements are high, the benefits of controllable quality, delivery time is larger, but if the management is not in place, but there will be more quality a
28、nd delivery issues.The electric car industry division of labor is relatively fine, making most of the enterprises are the main and basic assembly, bicycle manufacturing enterprise self rate is relatively higher, but from the whole industry, the self-made high rate of enterprise, the product quality
29、is not higher than the installed enterprise preparation is better, this is a strange phenomenon.Usually, an enterprise in manufacturing and brand two aspects, as long as there is a success, the enterprise will be successful. In Chinese enterprises, there are few successful enterprises in these two a
30、spects. As for the electric vehicle enterprises, these two aspects must be chosen. The results of its selection also have important implications for the planning of the manufacturing system.In the industry, the top 10 enterprises can speed up the manufacturing depth of the extension. In the big flow
31、 of enterprises, according to their ability to do local planning, in a number of key components, can form their own advantages.For the light season arrangements are also very important,Usually, electric car enterprises 3-4 months for the first small climax, 7-9 months for the years sales of the most
32、 prosperous season. Many enterprises are in the production organization inappropriate, leading to the peak season, difficult delivery, off-season form a large number of stocks. Enterprises in accordance with the annual sales forecast, two months ahead of production personnel recruitment and training
33、, production equipment debugging.2. Supply chain planningThe core of supply chain planning is cost, five and marketing strategy planningThere are about 1000 car enterprises in Chinas electric vehicle industry, and the products are seriously homogeneous, and the sales ability is even more important.
34、But an enterprises marketing performance or enterprise comprehensive strength decided, but the electric vehicle industry is an exception, the comprehensive strength of the enterprise did not succeed example, than harmonic is.Marketing ability is one of the most important competitive power of enterpr
35、ise. Marketing planning involves a lot of content, but the most important is the channel, product policy, promotion and promotion, after-sales service in several areas.1, marketing theme: in the annual plan, marketing thinking is particularly important, the so-called marketing thinking is the main l
36、ine of marketing and direction, the annual market work around the main line.2, channel strategy: channel planning, management and maintenance of marketing work is one of the most important strategies. Each enterprise chooses the channel according to the product and the enterprises market strategy, a
37、nd formulates the channel policy. In a weak position and new entrants to the market, it is wise to focus on enterprise resources and concentrate on the limited channels of advantage. For the more mature brand should choose key breakthrough in market concentration, China electric capacity of the larg
38、er market such as Hangzhou, Shanghai, Suzhou, Nantong and other markets, for the new brand to enter the market, no matter how strong your brand, it is difficult to succeed in the market, so it can be a step by step focus resources a breakthrough.3, service system: Although the electric vehicle start
39、ed nearly 10 years, but the product is still not mature enough, the product repair rate is quite high, the post-sale service level still has the extremely vital influence to the sale. At present, the electric vehicle industry products and services are usually carried out by dealers. Vehicle manufact
40、urers in after-sales service, more embodied in the after-sale technical guidance and aftermarket accessories management two aspects. But the after-sale accessories management is the core of after-sales service, the key point is fast, flexible and satisfied. This requires perfect after-sales service
41、management system and supporting after-sales service policy.4, promotion strategy: in recent years, the electric car industry is one of the most popular brand promotion in the industry, what is the most money, star endorsement of the industry, almost all concentrated in the first-line star in Hong K
42、ong and mainland area. At present, there are no fewer than 30 electric car companies. Some brands enter CCTV, and high-density advertising. 2008, for Chinese enterprises, you can say that they all want to seize an Olympic opportunity, but for the electric vehicle industry, the Olympic Games opportun
43、ities may be more of a trap. In recent years, the overall profits of electric vehicles have shrunk substantially, so the allocation of market costs needs to be innovative.At the present stage of the development of electric vehicles, more enterprises should rationally invest in the market, and concen
44、trate the limited market costs on the products with superior market and high returns. Market costs should be divided into markets and product models for overall arrangement.6, product policy:Product policy is the eyes of enterprises, but also a double-edged sword, product policy is well designed, yo
45、u can enhance sales, guarantee company profits, product policy failure, will have a significant impact on sales and profit production.For the electric vehicle industry, most companies do not seriously study the product policy, the product policy formulation of randomness, not seriously investigate t
46、he market, research customers, research competitors. The product policy is simply understood as price policy. Customer differentiation is also a way many manufacturers default, and often closer to the dealer, the implementation of a special policy.Product policy is the rules of the game between the
47、enterprise and the merchant. It is a document that ensures the interests of both sides. Product policies include product supply prices, retail guidance prices, incentives, taxes, logistics costs, promotional support, and so on. Product policy is the concentrated expression of product strategy and ma
48、rketing strategy. Therefore, product policy is a very important strategy, and sales work is the most important tool.The product policy is serious and stable. In general, the product policies for the next year are issued at the end of the year and will be carried out immediately after the beginning o
49、f the following year. No special big event, product policy is not allowed to change.Product policy differentiation will eventually have a profound impact on the market, but it is possible to distinguish between customers or channels and make different product policies. For example the several strategic customer number, or Chaodeng system shall be separately formulated a policy of