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Ekonomika preduzeća
2017, vol. 65, br. 5-6, str. 413-426
jezik rada: engleski
vrsta rada: prethodno saopštenje
doi:10.5937/EKOPRE1706413D


Osnovna obeležja konkurentskih odnosa na posleprodajnom tržištu motornih vozila Srbije
Institut ekonomskih nauka, Beograd

Projekat

Evropske integracije i društveno-ekonomske promene privrede Srbije na putu ka EU (MPNTR - 47009)
Izazovi i perspektive strukturnih promena u Srbiji: strateški pravci ekonomskog razvoja i usklađivanja sa zahtevima EU (MPNTR - 179015)

Sažetak

Tržište posleprodajnih usluga (garancije, servisne usluge, promet i korišćenje rezervnih delova) karakteriše veliki broj korisnika na strani tražnje, dok se nabavka ove vrste proizvoda tretira kao kapitalna nabavka (kupovina automobila, teretnog vozila, autobusa i dr). Kapitalnu nabavku odlikuje veliki novčani iznos, relativno dug rok trajanja proizvoda, kao i značajno učešće troškova održavanja, odnosno servisiranja proizvoda u budžetu kupca i sl. Postprodajne usluge servisa i nabavke rezervnih delova koje pružaju pojedini proizvođači važni su elementi prilikom odlučivanja o kupovini nekog vozila. Međutim, potrošačima je teško da sagledaju cenu ukupne nabavke (cenu primarnog proizvoda i ukupne troškove postprodajnih usluga u toku perioda korišćenja), s obzirom na to da se vozila koriste u dugom vremenskom periodu nakon kupovine (i isteka garantnog roka) što uključuje veliki broj redovnih servisa i vanrednih popravki. Shodno tome, primarni cilj ovog rada je produbljivanje saznanja i analiza osnovnih obeležja ovog tržišta, značajnog za budžet velikog broja korisnika, jer su dosadašnja saznanja o njemu izuzetno ograničena. Uz to, analiza strukture i glavnih aktera (ovlašćenih i samostalnih servisera) i njihovih konkurentskih odnosa od velikog je značaja za sve vozače motornih vozila jer im može pomoći prilikom planiranja i budžetiranja ne samo popravki već i kupovine motornih vozila i smanjiti rizik od pogrešno donetih odluka vezanih kako za kupovinu primarnog proizvoda tako i za izbor pružaoca posleprodajnih usluga u toku perioda korišćenja motornih vozila.

Ključne reči

posleprodajno tržište; motorna vozila; konkurencija; autoindustrija; Srbija

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