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主力车型全部“扑街”背后:中华汽车深陷发展困境

来源: 南方日报网络版     时间: 2019年08月26日 01:59:06
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腾讯5分彩龙虎和注册平台直招龙虎代理客服QQ【3512770174】诚招代理【在线开户网址um996.com】龙虎和龙虎1赔2.211合1赔9.95,定位胆1赔9.95腾讯分分彩,5分,10分彩,最高返水100反9快,最高赔率,正规信誉大平台平台24h提供注册及登录。主力车型全部“扑街”背后:中华汽车深陷发展困境

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(但)(随)(后)(,华)(晨)(集)(团)(“自)(主)(开)(发)(”的)(骏)(捷)(、尊)(驰)(市)(场)(遇)(冷)(,中)(华)(品)(牌)(开)(始)(亏)(损)(。此)(后)(,中)(华)(汽)(车)(开)(始)(转)(变)(风)(格)(,开)(始)(绑)(定)(宝)(马)(,每)(推)(出)(一)(款)(新)(车)(都)(大)(打)(宝)(马)(牌)(。从)(2011年)(推)(出)(的)(中)(华)(H530开)(始)(,中)(华)(品)(牌)(开)(始)(深)(度)(绑)(定)(宝)(马)(的)(新)(一)(轮)(复)(兴)(,作)(为)(中)(华)(品)(牌)(的)(转)(型)(之)(作)(,官)(方)(资)(料)(在)(多)(处)(为)(该)(车)(打)(上)(鲜)(明)(的)(“宝)(马)(”标)(签)(。这)(之)(后)(,中)(华)(多)(款)(新)(车)(,都)(是)(同)(样)(的)(宝)(马)(背)(书)(路)(线)(。
但)(近)(10年)(来)(,深)(度)(绑)(定)(宝)(马)(的)(中)(华)(品)(牌)(似)(乎)(掉)(进)(了)(一)(个)(怪)(圈)(:借)(宝)(马)(之)(力)(打)(造)(出)(新)(车)(并)(借)(力)(宝)(马)(的)(金)(字)(招)(牌)(进)(行)(推)(广)(,新)(车)(上)(市)(后)(销)(量)(势)(头)(还)(不)(错)(,但)(在)(半)(年)(最)(多)(一)(年)(之)(后)(便)(颓)(势)(尽)(显)(,甚)(至)(出)(现)(断)(崖)(式)(下)(跌)(。
不)(管)(是)(酷)(似)(宝)(马)(X1的)(V5、中)(华)(V3、还)(是)(酷)(似)(宝)(马)(X3的)(中)(华)(V6,上)(市)(之)(后)(开)(局)(都)(不)(错)(,轻)(松)(月)(销)(过)(5000辆)(,甚)(至)(月)(销)(过)(万)(辆)(。像)(V3刚)(上)(市)(后)(月)(销)(过)(万)(辆)(,最)(高)(时)(高)(达)(1.88万)(辆)(,但)(很)(快)(便)(一)(蹶)(不)(振)(。2017年)(全)(年)(,中)(华)(V5销)(量)(下)(滑)(86.83%,中)(华)(V3销)(量)(下)(滑)(77.41%。从)(今)(年)(前)(4月)(的)(销)(量)(看)(,中)(华)(汽)(车)(的)(销)(量)(甚)(至)(位)(于)(猎)(豹)(、东)(南)(之)(后)(。而)(去)(年)(上)(市)(的)(中)(华)(V6,仅)(仅)(维)(持)(了)(两)(个)(月)(的)(增)(长)(便)(陷)(入)(下)(滑)(之)(中)(。4月)(份)(公)(开)(数)(据)(显)(示)(,中)(华)(V6的)(销)(量)(仅)(剩)(下)(可)(怜)(的)(约)(900台)(。在)(中)(华)(产)(品)(阵)(营)(中)(,销)(量)(超)(过)(一)(千)(台)(的)(只)(有)(两)(款)(,大)(部)(分)(都)(是)(三)(位)(数)(甚)(至)(更)(少)(。而)(在)(销)(量)(排)(行)(榜)(上)(,排)(名)(倒)(数)(的)(车)(型)(中)(,属)(于)(中)(华)(汽)(车)(的)(数)(量)(则)(令)(人)(吃)(惊)(。
2004年)(,中)(华)(和)(吉)(利)(汽)(车)(年)(销)(量)(都)(为)(1万)(多)(辆)(,奇)(瑞)(情)(况)(好)(些)(,为)(8万)(多)(辆)(,比)(亚)(迪)(、长)(城)(、长)(安)(乘)(用)(车)(、广)(汽)(传)(祺)(、宝)(骏)(等)(自)(主)(品)(牌)(尚)(未)(起)(步)(甚)(至)(还)(未)(诞)(生)(。到)(了)(2007年)(,中)(华)(汽)(车)(共)(销)(售)(11.5万)(辆)(,与)(长)(城)(汽)(车)(销)(量)(大)(致)(相)(当)(。吉)(利)(为)(21.8万)(辆)(,奇)(瑞)(为)(37.2万)(辆)(,比)(亚)(迪)(为)(8.6万)(辆)(。这)(时)(候)(,中)(华)(汽)(车)(依)(然)(是)(自)(主)(品)(牌)(主)(流)(阵)(营)(的)(骨)(干)(。但)(之)(后)(的)(十)(年)(,中)(华)(汽)(车)(和)(自)(主)(品)(牌)(主)(流)(阵)(营)(逐)(渐)(拉)(开)(差)(距)(。
如)(今)(,吉)(利)(、长)(城)(、长)(安)(等)(自)(主)(品)(牌)(第)(一)(阵)(营)(均)(达)(到)(年)(销)(百)(万)(辆)(的)(规)(模)(,奇)(瑞)(、比)(亚)(迪)(、广)(汽)(传)(祺)(、上)(汽)(乘)(用)(车)(等)(第)(二)(阵)(营)(每)(年)(也)(至)(少)(有)(40-50万)(辆)(。中)(华)(汽)(车)(不)(足)(5万)(辆)(的)(销)(量)(,在)(自)(主)(品)(牌)(第)(三)(梯)(队)(中)(也)(并)(不)(出)(色)(。
由)(于)(中)(华)(汽)(车)(亏)(损)(,2009年)(,华)(晨)(集)(团)(将)(中)(华)(汽)(车)(从)(上)(市)(公)(司)(金)(杯)(汽)(车)(剥)(离)(至)(集)(团)(旗)(下)(。后)(期)(随)(着)(中)(华)(H530、V5等)(新)(产)(品)(投)(放)(后)(表)(现)(不)(错)(,2012年)(,祁)(玉)(民)(曾)(颇)(为)(自)(信)(地)(表)(示)(,计)(划)(2-3年)(的)(过)(渡)(期)(后)(,将)(中)(华)(汽)(车)(再)(推)(向)(资)(本)(市)(场)(。“如)(果)(一)(切)(发)(展)(顺)(利)(,未)(来)(我)(还)(会)(将)(中)(华)(轿)(车)(业)(务)(放)(回)(到)(资)(本)(市)(场)(,有)(可)(能)(放)(到)(华)(晨)(旗)(下)(的)(某)(一)(上)(市)(公)(司)(中)(,也)(有)(可)(能)(单)(独)(上)(市)(。”但)(随)(着)(中)(华)(汽)(车)(销)(量)(持)(续)(下)(滑)(,扭)(亏)(无)(望)(,回)(归)(上)(市)(公)(司)(也)(一)(直)(没)(有)(下)(文)(。
失)(误)(:如)(何)(错)(失)(“黄)(金)(十)(年)(”
从)(2011年)(推)(出)(转)(型)(之)(作)(H530开)(始)(,中)(华)(汽)(车)(每)(年)(都)(有)(至)(少)(一)(款)(新)(产)(品)(推)(出)(,努)(力)(跟)(随)(市)(场)(热)(点)(,瞄)(准)(SUV热)(潮)(。中)(华)(汽)(车)(2011年)(就)(推)(出)(紧)(凑)(型)(SUV中)(华)(V5,2015年)(推)(出)(智)(能)(互)(联)(的)(SUV中)(华)(V3,2017年)(SUV热)(潮)(推)(出)(V6,智)(能)(网)(联)(、语)(音)(操)(控)(、涡)(轮)(增)(加)(发)(动)(机)(等)(市)(场)(热)(点)(一)(个)(不)(缺)(。
表)(面)(上)(看)(,中)(华)(汽)(车)(近)(年)(一)(直)(紧)(跟)(市)(场)(热)(点)(推)(出)(新)(产)(品)(,外)(加)(有)(宝)(马)(的)(金)(字)(招)(牌)(做)(背)(书)(,就)(算)(不)(能)(像)(吉)(利)(那)(样)(连)(年)(上)(涨)(,也)(不)(至)(于)(落)(在)(猎)(豹)(、东)(南)(、华)(泰)(等)(企)(业)(之)(后)(,要)(知)(道)(这)(些)(企)(业)(未)(必)(每)(年)(都)(有)(新)(车)(,品)(牌)(知)(名)(度)(也)(远)(逊)(于)(中)(华)(汽)(车)(。但)(为)(何)(中)(华)(汽)(车)(如)(今)(的)(市)(场)(销)(量)(,还)(不)(如)(一)(些)(看)(上)(去)(非)(常)(边)(缘)(的)(品)(牌)(?
一)(位)(已)(经)(离)(职)(的)(中)(华)(汽)(车)(中)(层)(对)(经)(济)(观)(察)(报)(记)(者)(表)(示)(,中)(华)(汽)(车)(的)(落)(后)(是)(多)(方)(面)(的)(。这)(位)(中)(层)(表)(示)(,在)(2010左)(右)(中)(华)(汽)(车)(进)(入)(转)(型)(期)(,刚)(开)(始)(的)(几)(年)(中)(华)(做)(的)(还)(比)(较)(认)(真)(。“人)(心)(齐)(,产)(品)(也)(紧)(跟)(市)(场)(热)(点)(,但)(在)(内)(饰)(设)(计)(、品)(质)(管)(控)(还)(有)(待)(提)(升)(,还)(有)(一)(些)(具)(体)(配)(置)(上)(和)(目)(标)(消)(费)(群)(有)(些)(错)(位)(,比)(如)(V5在)(同)(级)(别)(用)(6AT、7DGT时)(还)(用)(5AT,配)(备)(的)(四)(驱)(系)(统)(又)(超)(出)(了)(10万)(元)(级)(别)(用)(户)(的)(需)(求)(。但)(如)(果)(后)(期)(赶)(紧)(着)(手)(品)(质)(提)(升)(,调)(整)(配)(置)(,还)(是)(有)(机)(会)(的)(。”该)(人)(士)(表)(示)(。
然)(而)(,中)(华)(汽)(车)(内)(部)(管)(理)(有)(问)(题)(,没)(有)(集)(中)(力)(量)(解)(决)(问)(题)(反)(而)(互)(相)(推)(,销)(售)(说)(是)(研)(发)(制)(造)(不)(过)(关)(,研)(发)(制)(造)(说)(销)(售)(不)(懂)(市)(场)(和)(用)(户)(,慢)(慢)(就)(陷)(入)(恶)(性)(循)(环)(了)(。“后)(来)(人)(才)(流)(失)(的)(也)(十)(分)(严)(重)(,工)(厂)(中)(甚)(至)(出)(现)(了)(产)(能)(与)(员)(工)(闲)(置)(,最)(后)(直)(接)(用)(劳)(务)(派)(遣)(,‘借)(’给)(别)(的)(企)(业)(用)(。”另)(一)(位)(前)(两)(年)(离)(开)(中)(华)(汽)(车)(的)(研)(发)(人)(士)(告)(诉)(经)(济)(观)(察)(报)(记)(者)(。
“现)(如)(今)(的)(车)(市)(,要)(想)(生)(存)(起)(码)(要)(有)(一)(招)(鲜)(,要)(么)(车)(的)(价)(格)(够)(低)(,像)(一)(些)(微)(车)(转)(乘)(或)(新)(成)(立)(的)(品)(牌)(,要)(么)(产)(品)(技)(术)(确)(实)(不)(错)(,要)(么)(品)(牌)(和)(营)(销)(推)(广)(非)(常)(强)(,甚)(至)(没)(有)(明)(显)(的)(短)(板)(,综)(合)(实)(力)(很)(强)(。中)(华)(汽)(车)(哪)(一)(头)(也)(没)(占)(上)(。”一)(位)(已)(经)(转)(投)(其)(他)(自)(主)(品)(牌)(的)(前)(中)(华)(汽)(车)(经)(销)(商)(对)(经)(济)(观)(察)(报)(记)(者)(表)(示)(。
在)(这)(位)(经)(销)(商)(看)(来)(,产)(品)(竞)(争)(力)(上)(,中)(华)(汽)(车)(近)(年)(已)(经)(明)(显)(落)(后)(于)(其)(他)(自)(主)(品)(牌)(,就)(算)(有)(宝)(马)(做)(靠)(山)(,大)(多)(时)(候)(也)(功)(效)(有)(限)(,只)(能)(是)(把)(消)(费)(者)(吸)(引)(到)(店)(,但)(现)(在)(信)(息)(透)(明)(,消)(费)(者)(在)(网)(上)(查)(查)(同)(级)(别)(竞)(品)(的)(配)(置)(与)(价)(格)(,或)(者)(去)(别)(的)(品)(牌)(店)(里)(看)(一)(下)(,中)(华)(汽)(车)(的)(产)(品)(往)(往)(是)(被)(比)(下)(去)(的)(一)(方)(。而)(跟)(一)(些)(新)(成)(立)(或)(者)(由)(商)(转)(乘)(的)(品)(牌)(比)(,中)(华)(汽)(车)(的)(价)(格)(和)(网)(络)(又)(不)(够)(接)(地)(气)(,“向)(上)(上)(不)(去)(,向)(下)(又)(下)(不)(来)(,找)(不)(准)(自)(己)(的)(位)(置)(。”
还)(有)(营)(销)(战)(略)(,面)(对)(年)(轻)(化)(等)(新)(的)(消)(费)(趋)(势)(,主)(流)(自)(主)(品)(牌)(纷)(纷)(借)(势)(互)(联)(网)(、跨)(界)(营)(销)(、粉)(丝)(营)(销)(等)(多)(种)(营)(销)(方)(式)(营)(销)(声)(势)(。中)(华)(汽)(车)(近)(年)(则)(在)(营)(销)(上)(没)(有)(什)(么)(令)(业)(界)(印)(象)(深)(刻)(的)(品)(牌)(营)(销)(举)(措)(。从)(一)(些)(消)(费)(者)(论)(坛)(来)(看)(,内)(饰)(粗)(糙)(、品)(质)(不)(过)(关)(、小)(毛)(病)(多)(、配)(置)(落)(后)(于)(同)(级)(自)(主)(品)(牌)(车)(型)(等)(等)(,是)(消)(费)(者)(对)(于)(中)(华)(多)(款)(车)(型)(的)(共)(同)(评)(价)(。“唯)(一)(胜)(出)(的)(也)(就)(是)(车)(型)(尺)(寸)(了)(”,一)(位)(消)(费)(者)(对)(比)(V6与)(同)(级)(别)(自)(主)(车)(型)(之)(后)(犀)(利)(总)(结)(。
与)(之)(相)(伴)(的)(是)(,中)(华)(汽)(车)(近)(年)(频)(繁)(召)(回)(,还)(是)(一)(些)(汽)(车)(投)(诉)(网)(站)(上)(的)(“常)(客)(”。就)(连)(已)(经)(成)(为)(自)(主)(品)(牌)(主)(力)(产)(品)(“标)(配)(”的)(C-NCAP五)(星)(碰)(撞)(成)(绩)(,中)(华)(汽)(车)(也)(从)(未)(有)(上)(榜)(。在)(行)(业)(分)(析)(人)(士)(看)(来)(,在)(过)(去)(自)(主)(品)(牌)(努)(力)(提)(升)(品)(质)(、打)(造)(正)(向)(研)(发)(体)(系)(的)(10年)(,中)(华)(汽)(车)(过)(于)(依)(赖)(宝)(马)(。“刚)(开)(始)(靠)(着)(宝)(马)(品)(牌)(尝)(到)(甜)(头)(后)(,太)(过)(于)(相)(信)(宝)(马)(的)(产)(品)(、技)(术)(和)(品)(牌)(的)(魅)(力)(,丧)(失)(了)(自)(我)(提)(升)(的)(危)(机)(感)(和)(动)(力)(。”一)(位)(不)(愿)(具)(名)(的)(行)(业)(分)(析)(人)(士)(认)(为)(。
反)(思)(:如)(何)(走)(出)(困)(境)(?
对)(于)(被)(淘)(汰)(的)(危)(机)(中)(华)(汽)(车)(并)(非)(毫)(无)(察)(觉)(。中)(华)(V7以)(及)(背)(后)(的)(M8X平)(台)(,被)(认)(为)(是)(翻)(身)(之)(作)(。这)(是)(华)(晨)(联)(合)(宝)(马)(、麦)(格)(纳)(共)(同)(开)(发)(的)(一)(个)(全)(新)(模)(块)(化)(平)(台)(。它)(的)(所)(有)(的)(项)(目)(均)(汲)(取)(宝)(马)(ACES战)(略)(,应)(用)(“互)(联)(网)(+”的)(先)(进)(研)(发)(技)(术)(进)(行)(开)(发)(,并)(全)(面)(引)(入)(宝)(马)(开)(发)(流)(程)(。在)(祁)(玉)(民)(看)(来)(,中)(华)(V7和)(其)(背)(后)(的)(M8X平)(台)(,标)(志)(着)(中)(华)(汽)(车)(能)(够)(打)(造)(中)(国)(的)(“宝)(马)(”,解)(决)(了)(自)(主)(品)(牌)(高)(端)(化)(的)(两)(大)(核)(心)(难)(题)(:“心)(脏)(病)(”和)(“神)(经)(病)(”。
但)(同)(此)(前)(华)(晨)(旗)(下)(转)(型)(升)(级)(的)(华)(颂)(品)(牌)(未)(能)(一)(炮)(而)(红)(,无)(疑)(给)(中)(华)(品)(牌)(未)(来)(的)(发)(展)(蒙)(上)(了)(阴)(影)(。“要)(看)(这)(次)(华)(晨)(是)(否)(真)(的)(学)(会)(造)(车)(。毕)(竟)(这)(不)(是)(它)(第)(一)(次)(说)(依)(靠)(宝)(马)(建)(立)(自)(己)(的)(制)(造)(和)(技)(术)(体)(系)(。但)(近)(年)(自)(主)(品)(牌)(的)(发)(展)(表)(明)(,是)(否)(真)(正)(建)(立)(自)(己)(的)(研)(发)(体)(系)(,懂)(得)(造)(车)(还)(是)(很)(不)(一)(样)(的)(,以)(后)(还)(会)(区)(分)(更)(明)(显)(。”上)(述)(业)(内)(资)(深)(人)(士)(认)(为)(,中)(华)(汽)(车)(还)(有)(“翻)(身)(”的)(机)(会)(。
对)(于)(中)(华)(汽)(车)(而)(言)(,它)(的)(优)(势)(在)(于)(背)(靠)(宝)(马)(,毕)(竟)(能)(够)(绑)(定)(宝)(马)(的)(机)(会)(也)(是)(不)(是)(人)(人)(都)(能)(有)(的)(。不)(管)(是)(宝)(马)(还)(是)(华)(晨)(集)(团)(高)(层)(都)(明)(确)(表)(示)(过)(:“一)(个)(稳)(定)(发)(展)(的)(华)(晨)(符)(合)(宝)(马)(在)(华)(长)(远)(战)(略)(。”宝)(马)(出)(于)(自)(身)(战)(略)(考)(虑)(,不)(会)(对)(华)(晨)(的)(困)(境)(无)(动)(于)(衷)(,也)(会)(转)(让)(一)(些)(旧)(平)(台)(和)(技)(术)(,适)(时)(拉)(华)(晨)(一)(把)(,而)(中)(华)(作)(为)(华)(晨)(集)(团)(旗)(下)(最)(重)(要)(的)(自)(主)(业)(务)(板)(块)(,自)(然)(会)(首)(先)(获)(益)(。但)(只)(打)(宝)(马)(的)(金)(字)(招)(牌)(,已)(经)(无)(法)(让)(消)(费)(者)(再)(为)(中)(华)(汽)(车)(掏)(腰)(包)(,近)(年)(其)(新)(产)(品)(的)(接)(连)(失)(利)(,已)(经)(证)(明)(了)(这)(一)(点)(。
在)(上)(述)(离)(开)(华)(晨)(的)(中)(层)(看)(来)(,中)(华)(品)(牌)(要)(想)(崛)(起)(,除)(了)(打)(造)(一)(款)(过)(硬)(的)(产)(品)(,还)(需)(要)(内)(部)(管)(理)(上)(重)(拳)(治)(理)(,理)(顺)(不)(同)(部)(门)(的)(责)(权)(,激)(励)(措)(施)(给)(到)(位)(,重)(振)(员)(工)(和)(经)(销)(商)(的)(士)(气)(,“研)(发)(与)(销)(售)(也)(好)(,销)(售)(与)(经)(销)(商)(也)(好)(,拧)(成)(一)(股)(绳)(才)(好)(发)(力)(”。此)(外)(,中)(华)(汽)(车)(还)(需)(要)(深)(入)(研)(究)(如)(今)(的)(消)(费)(者)(,他)(们)(对)(于)(自)(主)(品)(牌)(的)(期)(望)(和)(需)(求)(,找)(准)(目)(标)(群)(体)(,制)(定)(差)(异)(化)(的)(产)(品)(与)(品)(牌)(策)(略)(,打)(出)(全)(新)(的)(品)(牌)(口)(号)(,而)(不)(仅)(仅)(一)(个)(“中)(国)(宝)(马)(”。
随)(着)(车)(市)(激)(烈)(竞)(争)(,马)(太)(效)(应)(也)(会)(更)(加)(明)(显)(,弱)(势)(品)(牌)(想)(要)(突)(围)(面)(临)(的)(挑)(战)(越)(来)(越)(大)(。毫)(无)(疑)(问)(,V7是)(中)(华)(汽)(车)(的)(背)(水)(一)(战)(,错)(过)(了)(这)(一)(波)(发)(展)(机)(遇)(,中)(华)(汽)(车)(的)(“崛)(起)(”之)(梦)(将)(再)(难)(实)(现)(。而)(等)(待)(中)(华)(汽)(车)(的)(命)(运)(,很)(可)(能)(就)(是)(被)(淘)(汰)(。返)(回)(搜)(狐)(,查)(看)(更)(多)(
责)(任)(编)(辑)(:
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