Research On Product Planning Of The M Company’s Household Air Conditioner

In the process of enterprise transformation, air-conditioning manufacturers can only stand a stable position in the sincere market competition by designing&developing "good air conditioning" that meets consumer demand on the basis of creating value for potential customers and grasping market trends and development accurately, otherwise, they will lost market.However, how to identify market opportunities from a complex market environment? How to dig the potential consumer demand? How to segment consumer groups? How to form new product developing proposals, product combination strategies and sell points based on the characteristics and preferences of the target consumer groups, How to conduct scientific and effective market positioning and product planning? These questions are the essential questions which corporations have to response when they do product planning。This thesis proposes a scientific and systematic model of new product planning based on the domestic sale environment of a big air conditioning group M, The entire theoretical models includes internal and external environment analysis, consumer demand and market segmentation, target market selection and product positioning, product development strategy and product proposals, product planning and implementation safeguards. M company product planning identifies the future direction of development for the entire air conditioning market environment analysis and forecast air conditioning market and product opportunities point; combine the M internal characteristics with the competitors SWOT analysis and draw M-company product development direction; then do the study of consumer demand research and do market segmentation based on the benefit of consumer demand; on the basis of forenamed consumer demand research results, do the target market selection and market positioning, and finally they make the product development proposals and product line planning map to guide the development of new products that meet consumers’needs and be more competitive.Meanwhile, for ensuring that the product planning can be realized affectively and accurately, this thesis also indicates that the implementation of safeguard measures and requirements of new product planning based on the market demand.