Product Positioning Research Of XX Company For Entrancing MPV Market

Since the reform in China, the manufacture especially the automobile industry, which is the backbone of national economy, is developing rapidly. China is becoming the global manufacturing center and it supports the high-speed development of the nation. After China entered into WTO, automobile manufacturing is facing the challenge from domestic market to the international market. The market and customer demands become the decisive factors. Therefore, to position the new products to satisfy customer's demands becomes a significant sign of core competitiveness.However, how to identify the market opportunity? How to make the competitor analysis? How to grasp the customer future demands? How to focus on the target customers? How to define the new product technical attributes from the target customer's demands and preferences? How to choose and verify the new product idea? Such strategically questions as market opportunity identification, new product positioning and evaluation are must to be answered questions and difficult to be answered key decisive questions.The paper is background with a particular state owned automobile manufacturer. It puts forward a complete new product positioning structure during the positioning phase, combining the product positioning research for the company to enter into MPV market, and it provides a reliable market evidences for new product concept design. The whole structure is based on "comparing advantage lead" research model, including the following modules as: market environment and market opportunity identification, market segments and target market selection, customer study and product positioning, and protect measurements.In the market environment and market opportunity identification part of the paper, it predicts the MPV market trend and finds the opportunity through MPV market environment and drive factors analysis; meanwhile, it defines the MPV market opportunity for the company with the company's SWOT analysis.In the market segment and target market selection module, it analyzes the MPV market segment standards, and introduces internal and external competition model, introduces "market attraction - internal competition" analysis matrix and "dynamic strategy model" to be the base measurement for market selection, to help the company to decide the target market in MPV market.