9月市场推广指导手册

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1、9月市场推广指导手册2014.8.27山东销售服务中心山东销售服务中心SHANDONGRSSC目录•市场情况•9月市场推广指标说明•9月活动说明山东销售服务中心SHANDONGRSSC山东区域整体市场容量-同期对比2014年1-7月862,2852013年同期753,223同比增长+14.48%Y2013Y2014同比增长22.18%21287821.07%20.15%15.81%12.31%12507812537811741810.49%10553898202777930.50%189,53977,40381,7

2、31103,30911347386380101388105554131899127,5651281941239311月2月3月4月5月6月7月8月9月10月11月12月山东销售服务中心SHANDONGRSSCSVW-VW历年市场占有率走势2014年1-7月9.28%2013年同期8.78%同比增长+0.50%12.00%2012M-S2013M-S2014M-S11.00%10.66%10.78%10.17%10.02%10.00%9.66%10.19%9.68%9.42%9.27%9.18%9.48%9.27%9

3、.50%9.00%8.99%8.69%8.55%8.64%8.32%8.95%8.80%8.48%8.64%8.91%8.43%8.05%8.53%7.92%8.50%7.81%8.00%7.44%7.23%7.00%6.00%1月2月3月4月5月6月7月8月9月10月11月12月山东销售服务中心SHANDONGRSSC17地市整体市场容量-同期对比2014201311.00%10.41%10.50%9.76%10.00%9.37%10.14%9.50%7月民车9.00%8.70%8.53%8.65%9.02%8.

4、25%占有率8.50%8.02%8.00%8.36%8.26%8.08%7.50%7.14%7.00%6.50%6.00%1月2月3月4月5月6月7月2014201370.00%65.32%65.00%60.00%56.31%54.21%54.41%55.00%50.23%7月特种50.00%50.19%44.03%42.08%48.65%车占有45.00%37.62%40.00%率33.40%35.00%30.81%35.86%28.65%30.00%25.00%20.00%1月2月3月4月5月6月7月7月民车占

5、有率出现较大下滑，下降0.57个百分点，特种上升4.55个百分点。山东销售服务中心SHANDONGRSSC1-7月各地市民车占有率表现City2014-012014-022014-032014-042014-052014-062014-07环比滨州市10.45%12.59%14.03%13.49%11.26%12.17%10.66%-1.51%德州市6.11%6.77%9.83%9.46%7.85%8.11%7.72%-0.39%东营市14.38%16.70%14.72%14.53%15.24%12.12%11.0

6、9%-1.03%菏泽市6.61%9.09%12.05%11.41%11.05%10.22%10.98%0.76%济南市7.50%7.73%8.13%9.83%6.35%7.45%6.99%-0.45%济宁市8.53%10.41%11.28%11.20%9.21%8.04%7.90%-0.14%莱芜市10.04%10.97%10.79%10.34%8.62%8.04%10.71%2.67%聊城市8.81%8.53%10.04%10.45%8.76%7.86%8.19%0.33%临沂市7.66%7.65%10.94%9

7、.43%8.46%8.46%7.89%-0.57%青岛市8.84%10.63%9.62%8.95%8.82%7.64%8.22%0.59%日照市8.51%11.32%11.72%10.32%9.35%11.10%9.58%-1.52%泰安市7.98%7.95%9.03%9.30%8.39%7.14%7.55%0.41%威海市6.82%7.27%5.98%5.79%6.42%5.54%5.69%0.15%潍坊市8.42%9.85%9.19%9.25%8.86%7.71%7.40%-0.31%烟台市6.28%8.91%

8、8.19%6.75%6.34%6.24%6.33%0.09%枣庄市10.79%10.45%14.55%13.59%10.50%10.82%10.83%0.01%淄博市8.83%9.30%10.42%9.48%8.64%8.74%7.77%-0.97%总计8.25%9.37%10.14%9.76%8.70%8.26%8.08%-0.18%1-7月济宁、临沂、潍