Research And Application On The Bus Product Planning Based On Customer's Value

At the wave of the market economy, Bus industry waste a lot of resources more and more, Because of not in place of product planning, 2009-2010, more than 5,000 new Chinese bus products announcements, and the new product sales less than 50%, a lot of new products types sales dozens of after developments, even the development cost can not be recovered. The reason for this phenomenon lies in the lack of accurate positioning to the market and product, can not make the system product planning from the perspective of customer's needs and value, combined with the industry competitive environment and company resources.Bus product planning based on customer's value is effective in improving accuracy and to enhance corporate efficiency. Only through creating value for customers, can lay the foundation for their own long-term survival, customer's value is to determine the prerequisites for the survival of company. Based on the customer's value,in integrated using of scientific theory and method of product planning,against the target market segments, combined with the company product strategy, with the product mixxing and management will be a way to a permanent victory for a company.From the perspective of customer's demand and value, combined with the dynamic competitive environment analysis and comprehensive use of the strategic planning, resource allocation, project portfolio, statistical analysis, such as the Boston matrix analysis theory and method. This paper studied the key processes and technology about the bus product planning : the customer's needs and value analysis, product portfolio and lifecycle management. Finally, using the theory and methodology make a empirical analysis and applications to ZT Bus Co., Ltd., point out the problem in the company's product planning, combining the development of future market trends and give the progam of the product planning the next five years, hopes to help the company to improve product planning.To improve the accuracy of bus product planning based on customer's demand management and value analysis.Based on the bus product market segmentation and product research, identified target market with enterprise resources, effective commercial competition analysis and customer value analysis, and get the customer's demand for bus products. Customer's demand for access channels and analysis methods are: market research, competitive analysis, policies and regulations, literature search, statistical analysis etc.Value chain is the effective identification and analysis tool for the customer value.Bus product mix and product life cycle management is an important part of the product strategy, effective means to enhance customer value and enterprise value, also the core aspects of product planning.Using of strategic planning, resource allocation, statistical analysis, the Boston matrix analysis, life cycle theory and method can analyze the product portfolio and gives the product portfolio strategy. Technology roadmap expressed stakeholders'views on future trends and implementation of the path, is an important tool in product planning bus, through the trend of the products, markets, technology, science and other projects over the time.With the applications of bus product planning theory, focusing on the ZT Bus Co., Ltd. to customer demand and product analysis, obtained the company's market and product developping trends, and found the existing problem of the company with wide product portfolio, product positioning is not clear, the less proportion in large buses etc. Finally,using the expression of technology roadmap, given the company's product planning of the next five years, will improve the competitiveness of the company's products and profits, achieving customer value and enterprise value of harmony and unity.