Research On The Product Planning Project On Middle Class Car Of FAW Group

Through to The middle class car design plan research of FAW Group, in the whole we is as follows the basic conclusion summary.First, market overall tendencyThe intermediate passenger vehicle market has become for rides with the vehicle in the share biggest segmentation market, in 2005 the intermediate passenger vehicle occupies while with the vehicle market 32.0% shares. At present in the intermediate passenger vehicle market the main competition brand many is the joint capital brand, in which occupies the market share big brand for Elantra, Excelle, Jetta, Sangtana, the corolla. Intermediate passenger vehicle product price price trend whole downward; On the one hand receives the intermediate and senior vehicle product the reduction competition, on the other hand then further reduces the price to seek the part compact passenger vehicle market the share.Second, mainstream productVehicle type: Because three theater box vehicles mainly the outlook conforms to populace's aesthetic standard also can give consideration to both public and private interests, therefore is the majority of person's choice.66.3% existing users and 69.9% potential users expressed buys the vehicle hour to be able to choose three theater box vehicles.Displacement: The potential user to the intermediate passenger vehicle new product displacement main choice is 1.6L and 1.8L, by chance the proportion respectively is 49.0% and 34.7%. The existing user will have in the future two to three years in buys the demand the population proportion is only 22.9% again.Along with the living standard enhancement, buys the user to buy in again the vehicle scale to move, 51.0% again buys the user to choose the 2.0L displacement; Chooses 1.8L and the 1.6L displacement proportion respectively is 25.0% and 4.8%.Files position: 67.3% existing user by chance automatic files vehicle type, 21.2% existing user by chance manual files vehicle type; 44.2% potential user by chance automatic vehicle types, 42.2% potential user by chance manual files vehicle type; The hand not yet receives populace's approval from a body gear box.Price: The user to the 1.6L displacement vehicle type ideal price is 118,000 Yuan, compared to this investigation in actual vehicles even price low 10,000 Yuan; To the 1.8L displacement vehicle type ideal price is 146,000 Yuan, compared to this investigation in actual vehicles even price low 5000 Yuan. The in which existing user to three theater box vehicle ideal price is 161,000 Yuan, is higher than three theater box vehicles even price 142,000 Yuan, the primary cause will lie in the existing user to the future new product many is by chance 2.0L and above displacement intermediate and senior even luxurious vehicle type, therefore can the intermediate vehicle existing price be higher than to three theater box Che Che anticipated price the present market in.Value spot: 46.9% existing user expressions at present the intermediate passenger vehicle product fuel oil efficiency urgent need improvement, the vehicles static sound effect, in the decoration, the power, the disposition level also are the user think the urgent need improvement the principal aspect; The potential user to the fuel oil efficiency, secure, the reliable/durability as well as vehicles front part targets and so on outlook design takes; Because the majority of potential users lack actual with the vehicle experience, therefore is inferior to the existing user to the product detail aspect value degree, if the static sound effect, the chair arrangement flexibility and in plays the part of.Vehicles disposition: The existing user to the vehicles safety performance aspect disposition (for example ABS, aerocyst and so on), as well as manoeuvring can the aspect disposition (for example be possible mode steering wheel, electrically operated glass and so on) to take. But to imports the aerocyst the demand not to be high.The existing user is not high to the vehicles entertainment function and the high-level disposition demand degree, thought is not unnecessary to dispose the DVD broadcast machine, GPS, and the constant speed cruise system. The potential user thought the extremely essential disposition concentrates in the safety performance disposition, manoeuvring can dispose the aspect; The potential user pays attention to the vehicles reliable/durability, therefore the most people request to dispose the alloy wheel hub and the central control door lock.Third, user characteristicExisting user: The existing user will have in the future two to three years in buys the demand the population proportion is only 22.9% again.This investigation limits intermediate passenger vehicle existing user's qualified sample will be in December, 2004 later buys the vehicle public figure, because will buy the vehicle time to be short, therefore in will renew the vehicles two after three years the proportion to be low. The existing user buys the proportion is newly 82.6%; The existing user has in the preceding vehicle, Aotuo accounts for the proportion to be biggest, is 18.7%; The Sangtana Czechoslovakia reaches rich Kang also to occupy certain proportion, respectively is 13.3%,12.0% and 9.3%; The competition brand existing user buys vehicle the average policy-making cycle is 5 months.Potential user: The potential user buys the proportion is newly 81.6%, is lower than the existing user to buy the proportion newly slightly; The potential user has in the preceding vehicle, Aotuo accounts for the proportion to be biggest, reaches 37.0%; The Sangtana Czechoslovakia reaches QQ Xia Li also to occupy certain proportion, respectively is 14.8%, 11.1%, 7.4% and 7.4%.95% above potential user age in during 25-40 year old, 80% about person married and are the three-person family, nearly 70% person education level above high school, 87% potential user household income above 5000 Yuan, 36% potential user occupation for owner/partner. At the same time, the life and the work actual need urges them to purchase the private vehicle; In which surpasses 80% user purchase passenger vehicle to hope can give consideration to both public and private interests, both considers the family use, and considers the job requirement.On the other hand, the passenger vehicle is their individual strength labelling; They purchase the passenger vehicle to hope can makes a labelling through the private vehicle for own economic potentiality and the work performance.This research through multi-dimensional corresponding analysis method analysis at present intermediate passenger vehicle market to new product expense demand classification.Obtains following two prominent by chance tendencies.Tendency one: This kind of user many is 31-35 year-old male, the household income during 5000-8000 Yuan, above partial user household income 15000 Yuan.Tendency two: This kind of user many is 36-40 year-old male, the household income during 8000-15000 Yuan.