Research In Automobile Product Planning Method

Throughout one-century history of automobile in the world, every automobileconsumption power has its automobile industry which has unique feature, as well asown internationally influential automotive brands. Driven by the huge domesticprivate demand and the transformation and upgrading of the economy，china total automarket demand has accounted for25%of the global market, and consecutive fouryears ranked the largest car market. Huge market demand attract global auto entry inflock, also promote the development of the domestic own brand, its market share from8%rise to28%in2012from2001. The domestic own-brand experienced a leap fromscratch in the past20years. As the growth of the quantity, however, own-brand stillnot have the core competitiveness. Own-brand sales grow year by year, but productsstill not away the image of "poor quality, low cost, low value-added". It’s difficult tobreak through the market price ceiling, still lack of the core technology. More pressurefrom market consumers and technology development, make the own-brand ofuncertainty about the future development. In the market competition, product is themost important factor,” product is the king”. Improving product development abilityis a critical step for own-brand to establish real competitiveness. These abilitiesrequire long term training. The most important ability is a product planning thatdemand-oriented by the user in early stage of the product development, in a period oftransformation and upgrading. Whether or not accurately hold the future market andconsumer will directly related to the new product design and the success of productionand sales. Especially, the product planning is the most important about the productcompetitiveness and enterprise’s competitive power in the future.The purpose of this essay is to summarize the practice of product planningproject, to participate in the international advanced enterprise, including workingideas, procedures, methods, tool and working organization. This paper aims toimprove and enrich product development process, improve the quality and efficiencyof product planning, also include promote ability of myself.Finally, combining with practical application of A company economical carplanning, this essay research the economical car industry development and currentsituation of competition. Based on customer requirements and analysis of benchmarkmodels in the segment, this paper make product planning program, including theproduct portfolio, the product definition of the fist model, brand naming, network and service strategy, which is under the guidance of economical car market strategy.