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1、 电动自行车市场调查报告一 调查方式:目标对象访谈调查 二 调查区域:1.烟台市(含芝罘区、开发区、莱山区、福山区、牟平区) 2.济南市区 3.淄博市张店区 4.潍坊市区三、调查日期:2001年12月14日至2001年12月19日四 调查对象:1.烟台市:摩托车、自行车、电动自行车专卖、专营销售点 2.其它区域:电动自行车专卖、专营销售点五 调查结果:1.访谈问卷数:69 2.电动自行车问卷数:37(54%) 调查分析一. 基本情况分析在目标区域内调查样本数量分别为: 区域 样本数 电动自行车 样本数 比例 烟台市 芝罘区 25 9 15 36% 莱山区 5 1 20% 开发区 2 2 100
2、% 福山区 6 1 17% 牟平区 9 2 29% 济南市 13 13 100% 淄博市 3 3 100% 潍坊市 6 6 100% 合 计 69 37 54% 在此次调查过程中, l 芝罘区主要在自行车、电动自行车、燃油助力车、摩托车等四种经销点进行地毯式访谈;l 莱山区、开发区、福山区、牟平区基本以区中心繁华地段对四种经销点进行重点访谈; l 济南市主要选择经营电动自行车的专营、专卖或商场经销点进行访谈,主要包括解放桥、天桥和省华联三个主要区域,这三 个点基本是济南市最具规模与代表性的电动车销售区域; l 淄博市主要在张店中心区选择经营电动自行车的专营、专卖或商场经销点进行访谈; l 潍坊
3、市以市中心区为主,选择经营电动自行车的专营、专卖或商场经销点进行访谈.二.经营方式分析在37家经营电动自行车样本中,经营方式以经销为多,达27家;专卖店共有10家;且因地域不同,各地的经营方式有所差异。在调查中显示,潍坊以专卖店形式经营的居多,其它地市多以经销形式经营。 经营电动自行车的专卖店在各区分布情况如下: 区域 样本总数 专卖数 比例 济南市 13 待添加的隐藏文字内容23 23% 潍坊市 6 3 50% 淄博市 3 1 33% 烟台市 15 3 2% 合计 37 10 27% 三. 市场品牌分析 在调查过程中,经统计在调查区域内约有40种电动自行车品牌,来自全国各个大中城市,其中以上
4、海千鹤、南京大陆鸽、苏州小羚羊、淄博安琪尔四个品牌名列调查区域前四位。 品牌 产地 占有量 品牌 产地 占有量 千鹤 上海 6 速派奇 深圳 1 大陆鸽 南京 5 邦德 天津 1 小羚羊 苏州 5 倍思她 上海 1 安琪尔 淄博 4 蓝麟 常州 1 依莱达 上海 3 佳宝 张家港 1 洪都 常州 3 新日 北京 1 世纪星 天津 3 天盛 常州 1 阿米尼 深圳 2 三斯 上海 1 民思达 2 大安罗纳多 1 永久 上海 2 固斌 江苏 1 天晨 常州 2 吉利 1 东方神鹿 济南 2 红旗 1 发现者 常州 2 绿源 金华 1 绿贝克 淄博 2 五征 日照 1 飞步 常州 2 电子马 1 绿
5、人 上海 2 比德文 潍坊 1 南洋 浙江 2 倍特 成都 1 亿安 常州 2 雅马哈 1 奔集 苏州 2 腾鹰 常州 1 力士通 上海 1 轻骑 济南 1 从上表不难看出,在省内电动自行车市场上还没有一个绝对领导品牌,各类品牌各有纷争,但各自市场占有率都不高四. 年销售情况分析 在对被访售点的年度销售情况调查结果中显示,济南市的销售情况最好,排名前四位的均为济南市,且销量远远高于其它地市的销售业绩;排名前几位的公司均有自己的分销渠道,其中鲁轻电动车销售中心在全省各地均有辐射,号称全国最大的电动自行车销售中心。 在调查中还获知,在山东省内各地市的销售情况参次不齐;济南市洪都电动车市场负责人介绍
6、,山东省内电动车生产厂家达60余个,济南9家,菏泽7家,德州4家等,该公司网络中泰安、济宁、龙口、河南四地销售业绩最好,对全省各地市也有一个大致的分类:济南、德州、济宁、聊城最好,淄博、潍坊、烟台一般,青岛、威海最差。 据实地考察,省内的电动自行车厂家有可能超过60家,当地小厂家主要以组装为主,国内许多摩托车生产厂家转型生产电动自行车,市场竞争压力增大;另,在济南市场上现在还没有较大规模的经营店面。 年销量200台以上的售点 区域 名称 年销量 济南市 鲁轻电动车销售中心 8000 济南市 电动车专卖 3000 济南市 省华联 2000 济南市 洪都电动车市场 2000 淄博市 淄博大厦 60
7、0 芝罘区 英克莱专卖 300 潍坊市 英克莱专卖 300 济南市 海润商贸 300 芝罘区 安琪尔电动车专卖 200 潍坊市 大陆鸽专卖 200 济南市 安琪尔电动车专卖 200 五. 销售季节分析 对于电动自行车销售季节的调查显示,所有被访者均认为冬季为电动车销售的淡季,几乎所有人认为夏季是销售最好的季节,一般认为除冬季外其它季节销售情况都不错。 六. 销售价格分析 在被调查的城,济南的电动车售价通常在2600-2800元这个价位的销售情况最好,其它城市则价格持平或稍高;但一些地方性品牌中,绝大数价格明显偏低。 七. 消费群体分析 在消费群体的调查方面,女性明显高于男性,且以中年女性为主,
8、年龄段大约在30-50岁。 八. 品质关心度分析 消费者购买电动自行车时最关心的几大因素有价格、质量、售后服务及品牌等,据调查资料显示,其中以质量为关心度最高,说明消费者对产品质量的重视程度。 同时,消费者在购买与使用过程中最关心与顾虑的还有产品的性能,主要反映在时速、马力、航程、电池的使用寿命(认为进口的最好)、电机的质量等。九. 广告与促销分析 在对市场现有各品牌的调查中获知,各经销商普通认为现在的电动自行车市场广告宣传力度不够,很难在社会上引起关注,因此,消费者对此类产品的关注及了解程度亦相对较少。 在对现在各品牌使用的媒体效果访问中得知,如下媒体是其常用的宣传方式,且各媒体的效果各不相
9、同。 十. 经销商关注点分析 经销商集中和关心的问题主要有价格、是否提供区域广告支持、可否试销、配件的及时供应、售后服务是否及时等。 经销商对电动自行车行业发展前景绝大多数持乐观态度,只是对现在的市场有一些顾虑,比如对国产产品品质的怀疑,亟待厂家提供广告支持,售后服务的进一步完善等。 十一. 结论 综上,电动自行车市场的发展前景勿庸置疑;但其市场有待规整,在调查中突出表现的几个问题有: 1 省级城市比地级城市销售好; 2 平原地区比丘陵地区销售好; 3 夏季是最好的销售季节; 4 30-50岁中年女性是目前最主要的消费群体; 5 产品质量仍是消费者关心度最高的; 6电动自行车市场的广告宣传力度
10、有待加大; Editors note: Judson Jones is a meteorologist, journalist and photographer. He has freelanced with CNN for four years, covering severe weather from tornadoes to typhoons. Follow him on Twitter: jnjonesjr (CNN) - I will always wonder what it was like to huddle around a shortwave radio and throu
11、gh the crackling static from space hear the faint beeps of the worlds first satellite - Sputnik. I also missed watching Neil Armstrong step foot on the moon and the first space shuttle take off for the stars. Those events were way before my time.As a kid, I was fascinated with what goes on in the sk
12、y, and when NASA pulled the plug on the shuttle program I was heartbroken. Yet the privatized space race has renewed my childhood dreams to reach for the stars.As a meteorologist, Ive still seen many important weather and space events, but right now, if you were sitting next to me, youd hear my foot
13、 tapping rapidly under my desk. Im anxious for the next one: a space capsule hanging from a crane in the New Mexico desert.Its like the set for a George Lucas movie floating to the edge of space.You and I will have the chance to watch a man take a leap into an unimaginable free fall from the edge of
14、 space - live.The (lack of) air up there Watch man jump from 96,000 feet Tuesday, I sat at work glued to the live stream of the Red Bull Stratos Mission. I watched the balloons positioned at different altitudes in the sky to test the winds, knowing that if they would just line up in a vertical strai
15、ght line we would be go for launch.I feel this mission was created for me because I am also a journalist and a photographer, but above all I live for taking a leap of faith - the feeling of pushing the envelope into uncharted territory.The guy who is going to do this, Felix Baumgartner, must have th
16、at same feeling, at a level I will never reach. However, it did not stop me from feeling his pain when a gust of swirling wind kicked up and twisted the partially filled balloon that would take him to the upper end of our atmosphere. As soon as the 40-acre balloon, with skin no thicker than a dry cl
17、eaning bag, scraped the ground I knew it was over.How claustrophobia almost grounded supersonic skydiverWith each twist, you could see the wrinkles of disappointment on the face of the current record holder and capcom (capsule communications), Col. Joe Kittinger. He hung his head low in mission cont
18、rol as he told Baumgartner the disappointing news: Mission aborted.The supersonic descent could happen as early as Sunday.The weather plays an important role in this mission. Starting at the ground, conditions have to be very calm - winds less than 2 mph, with no precipitation or humidity and limite
19、d cloud cover. The balloon, with capsule attached, will move through the lower level of the atmosphere (the troposphere) where our day-to-day weather lives. It will climb higher than the tip of Mount Everest (5.5 miles/8.85 kilometers), drifting even higher than the cruising altitude of commercial a
20、irliners (5.6 miles/9.17 kilometers) and into the stratosphere. As he crosses the boundary layer (called the tropopause), he can expect a lot of turbulence.The balloon will slowly drift to the edge of space at 120,000 feet (22.7 miles/36.53 kilometers). Here, Fearless Felix will unclip. He will roll
21、 back the door.Then, I would assume, he will slowly step out onto something resembling an Olympic diving platform.Below, the Earth becomes the concrete bottom of a swimming pool that he wants to land on, but not too hard. Still, hell be traveling fast, so despite the distance, it will not be like di
22、ving into the deep end of a pool. It will be like he is diving into the shallow end.Skydiver preps for the big jumpWhen he jumps, he is expected to reach the speed of sound - 690 mph (1,110 kph) - in less than 40 seconds. Like hitting the top of the water, he will begin to slow as he approaches the
23、more dense air closer to Earth. But this will not be enough to stop him completely.If he goes too fast or spins out of control, he has a stabilization parachute that can be deployed to slow him down. His team hopes its not needed. Instead, he plans to deploy his 270-square-foot (25-square-meter) mai
24、n chute at an altitude of around 5,000 feet (1,524 meters).In order to deploy this chute successfully, he will have to slow to 172 mph (277 kph). He will have a reserve parachute that will open automatically if he loses consciousness at mach speeds.Even if everything goes as planned, it wont. Baumga
25、rtner still will free fall at a speed that would cause you and me to pass out, and no parachute is guaranteed to work higher than 25,000 feet (7,620 meters).It might not be the moon, but Kittinger free fell from 102,800 feet in 1960 - at the dawn of an infamous space race that captured the hearts of many. Baumgartner will attempt to break that record, a feat that boggles the mind. This is one of those monumental moments I will always remember, because there is no way Id miss this.