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根据中国工程机械工业协会统计,2011年5月,国内销售挖掘机13956台,同比下降12.4%,单月首现同比下降;环比下降47.7%,相比4月(环比下降38.6%)降幅进一步扩大;1-5月累计销售115589台,同比增长38.1%,相比1-4月(增长50%)下降12个百分点;1-5月环比增长13.7%,相比1-4月增速下降22个百分点。中国工程机械行业二季度的销售数据已经不像一季度那么乐观,工程机械产品销售“拐点”显现。业内人士也表示,继5月份主要产品总体下滑趋势之后,6月份市场销量仍处于下滑的状态,包括起重机、装载机、挖掘机在内的几大主要产品恐怕将要迎来销量的全线下滑。同时,由于2010年以及2011年一季度的火爆销售,以挖掘机为主的各类工程机械产品保有量大大提升,在机械设备持主要需求的工程建设项目存量一定、增量有限的情况下,如何完成下半年的高既定目标成为企业现阶段所面临的最棘手的问题。进入2011年第二季度后,由于前期疯狂促销对市场需求的提前透支、银行信贷收紧的负面影响等原因,市场环境从高涨到低落的直转急下,为了抢占日渐缩水的市场,“服务销售”、“购机促销”、“会议销售”、“展会销售”、“电子商务”等销售手段纷纷各展所长,揭开了2011年下半年“营销战场”的风起云涌。
According to statistics from China Construction Machinery Association, in May 2011, there were 13,956 excavators sold in China, down 12.4% from the same period of last year, and the first monthly decline now shows a year-on-year decrease; the sequential decrease of 47.7% and a further decline from April (down 38.6% from the previous month) Compared with the same period of last year. In the first five months of this year, sales totaled 115,589 units, an increase of 38.1% over the same period of last year, a decrease of 12% over January-April (up 50%); an increase of 13.7% from January to May, A percentage point. China’s construction machinery industry sales data in the second quarter is not as optimistic as the first quarter, sales of construction machinery “inflection point ” appeared. Insiders also said that following the overall decline in major products in May after the market sales in June is still in a state of decline, including cranes, loaders, excavators, including several major products I am afraid will usher in a decline in sales across the board. At the same time, due to the hot sales in 2010 and the first quarter of 2011, the quantity of all kinds of construction machinery products mainly including excavators has been greatly enhanced. In the case of the limited amount of construction projects with major demand for machinery and equipment, How to accomplish the high stated goal of the second half of the year has become the thorniest issue facing the enterprises at this stage. Into the second quarter of 2011, due to the pre-crazy promotional early market demand overdraft, bank credit tightening of the negative effects and other reasons, the market environment from high to low straight down, in order to seize the shrinking market, “ Service sales ”, “ purchase promotion ”, “ conference sales ”, “ exhibition sales ”, “ e-commerce ”and other sales have their own strengths, opened in the second half of 2011 “Marketing battlefield” surging.