Stp Strategy Of The Mpv Car Market

Since the reform in China.the manufacturing 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 in WTO,automobile manufacturing is facing the challenge both in domestic market and the international market.The market and customer demands become the decisive factors.Therefore.positioning of new products satisfying 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 strategic questions with regard to 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 set in the background with a particular state-owned automobile manufacturer.It puts forward a complete new product positioning structure during the positioning phase,combining the STP strategic research for the company to enter 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 e.g.market environment and market opportunity identification,market segments and target market selection,customer study and product positioning,and protection 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 driving factors analysis:Meanwhile it defines the MPV market opportunity for the company with a 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. In target customer study module,firstly,the customers in the target market are classified,focusing on core customer group.And through analyzing core customers consumption behavior,demands preferences with "customer perception analysis chart","importance-satisfaction" matrix tools,the scattered unclear customers' demands are translated into convergent detailed conclusion.In the product positioning part,Through the market segmentation,target market selection and target customer study,with visual measurements,the product positioning is defined with pictures and it will become the input of the new product planning to guide the whole development to deliver a competitive product,which can satisfy the target customers" demands.At the same time.this paper also brings forward the related guarantee measurements for the company's STP strategy' to enter MPV sedan market.