| In the development course of Chinese automotive industry for the past 30 years, the mini van industry occupies a prominent and important role. At the beginning of 1980s, the mini van industry started to grow and fill in the blank of mini van segment in Chinese automotive industry while by the beginning of 1990s, the yellow"mini van"had dominated the taxi industry of many large and medium-size cities in China; and then, on entering the 21st century, the mini van became affordable for ordinary people and was highlighted as"national car".The magnificent development path of mini van is attributable to its constant product replacement and update, competitive price and great adaptability to China's domestic situation. As China's national economy grows rapidly and national income level increases consistently, supported by state policies and regulations, the structure of market demand for mini van in China is changing significantly. Ever since 2000, the mini van market has become more and more full-fledged all the way through"flat-head"mini vans, to raised-head minivans with a higher safety level and a much more coordinated structure (represented by Wuling Sunshine and Chang'An Star), and then to models equipped with passenger-car functions and of interior and exterior trim designs that are launched to the market in recent years. In the mini van market, there are more and more product categories and the vehicle dimension tends to be larger and larger while the user pays more and more attention to the vehicle's appearance; the difference among brands in terms of design and style is becoming greater; and the user's requirement for comfort and functional configuration is becoming higher while their demand for high-end mini van and cross functional small van is growing significantly too.S Company, as a famous mini car manufacturing enterprise at home, has great analysis, forecasting and R&D capability in the mini car market. The company, during its strategic planning and market analysis, finds out that there still are consumers in market segments of high and medium end mini van, low and light end van as well as the mini and small car whose requirements have not been satisfied, leaving room for development of small multi-purpose bus, as is the grounds based on which the company has organized the prophase feasibility study of this project, conducting a great of market analysis, market research, project structure analysis work and the like.This article focuses on the following based on the case study of S Company's Small Multi-purpose Bus Project:1. Analyze the development history, status quo, future trend as well as competition structure of the domestic mini van industry;2. Analyze the changing trend of consumers and the consumption structure change of the mini van market segment;3. Summarize the feasibility study process of the new model project, and analyze the importance of conducting the project feasibility study;4. Analyze the project feasibility study in terms of market positioning, product definition and engineering structure and conduct the overall project feasibility study based on the feasibility study process and in combination with the characteristics of the small multi-purpose bus project and the company's capacity and experience in mini van R&D work.The study shows that, there still are rooms for development of small multi-purpose bus as the user's demands have not been satisfied as shown in the demand change of such market segments as high-end minivan, low-end light bus and economy car. Thereby, a new market segment devoted to small multi-purpose bus is forming gradually. Besides, the engineering structure scheme of small multi-purpose bus formulated based on the market demand changing trend has proved feasible through CAE simulation and analysis as well as other approaches. It is well proved that good economic and social benefits can be obtained from implementation of the project according to the technological and economic analysis findings. |
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