Market Positioning Study Of Beidou Product Of AD Company

Successful development of Beidou Navigation System marks our country owns our own satellite navigation system and numerous industries therefrom break from the constraint of US GPS control. Moreover, as subsidized by the government, Beidou industry enjoys rapid growth and has formed an integrated Beidou industrial chain consisting chip development, terminal fabrication, system integration and operation service.GPS Satellite Navigation System made by the United States has captured95%of China navigation positioning market. Thanks to the great subsidy by the government, the industrial chain of Beidou Navigation System is developing rapidly and has gained certain market in some specialized industries and national defense. This paper mainly deals with the status of AD Company in the industry by applying SWOT theory from macro and micro perspectives in view of rapid development of Beidou products in recent years and analyzes the strong points and weak points of Beidou products of AD Company. For varieties of products in the marketplace, failure is not only attributable to product policy, product pricing, marketing, channel management, brand building, but more importantly to unclear market positioning of products. How to distinguish market positioning for products, provide customized products for potential customers, survive the cruel market competition and continuously improve the core competitiveness of the company?By applying STP analytical tool, this paper analyzes the issues that AD Company faces with regard to market segmentation, mentality of potential customers, market positioning, etc., presents appropriate response to the situation after systematic analysis, identifies and disseminates the uniqueness of products and brand, differentiates product positioning and adopts the positioning theory for market operation activities combined with product positioning theory, accompanied by market survey of domestic customers, laboratory data collection, field test of Beidou Navigation System on different occasions, etc.; comes up with market segmentation for different businesses of civil market, specialized industrial market and military market. It also raises recommendations of market positioning for AD products in terms of product characteristics, product pricing, channel management, marketing, brand building, etc.The market positioning study as presented in this paper describes Beidou products’ positioning issue that AD Company is now confronted with by market survey and study and the countermeasures and suggestions made from the study may not be in line with other industries. But it is expected to provide reference for the fellow companies.