Research On Product Positioning In The Context Of Consumption Upgrading

With the continuous development of China's social economy,people's consumption level has been continuously improved,and the level of consumption has been deepening.China is in the context of upgrading the consumption structure,and consumers are increasingly diversified,personalized,and branded.And connotation.At present,people's consumption of consumption that is no longer in basic necessities has turned to consumption in the residential sector.In terms of travel,people are increasingly demanding cars,and multi-purpose vehicles are beginning to fill the market.In order to develop long-term,automotive companies must understand the customer needs of the automotive market.Therefore,vehicles that are positioned to meet customer needs are more likely to win the market.At present,the competition in China's auto market is very fierce,and the marketing of automobiles has also reached a fever.Nowadays,the global market economy is developing at a rapid pace,and different objective factors have a great impact on the development of China's automobile market and automobile marketing.This can also be said to be a greater challenge to the positioning of automotive products,which has received great attention from all walks of life and has great research value.In recent years,with the upgrading of China's consumption structure,the automobile industry has also developed rapidly,and the production capacity of enterprises has been continuously improved in recent years.However,this kind of high-speed production comes with the fixed model of automobile products and the polarization of product prices.How to change this form and how to locate products according to customer needs.Then,in the new product development process of the automobile company,in order to determine the target market and new product development direction,it is usually necessary to conduct market positioning of the product.But before positioning,let's first understand the following questions:How does a multi-purpose car identify the market plan? How to find out the consumer demand for cars?How to deal with market competition? How to meet the needs of future customers? How to cluster target customers from a large number of customer needs? Then define the functional characteristics of the new product from the needs and preferences of the target customer group.How to complete product positioning?How to implement product positioning and protection? These questions about market segmentidentification,product positioning,implementation assurance,etc.are a key issue for automakers who must give a perfect answer but are actually difficult to determine.Based on the X-brand automobile brand under the consumption upgrade,this paper combines the product positioning research of the company's Cross car W model,and proposes a product positioning implementation framework for the new product positioning stage of the automobile enterprise,and problems in the actual positioning sales.Product follow-up relocation recommendations and other content.The contents of this study include: the concept of consumption upgrade and product positioning,consumer and consumer demand analysis,market segmentation and target market selection,product positioning and competition positioning,communication positioning and price strategy,channel and publicity,implementation and protection And other modules.In the market environment and market opportunity identification part,the paper predicts the development trend of the whole W model car through the analysis of the environment and driving factors of the entire automobile market,and finds the opportunity for market development.At the same time,SWOT analysis is carried out in combination with the company's own situation to find the W model.The initial opportunity point.Product positioning is the theme of the whole thesis.The whole product positioning includes research on target demand research,market segmentation research,target market selection and target consumers to guide the positioning of W models that meet the needs of consumers.The main positioning includes product positioning principles,brand positioning,competitive positioning,attribute and interest positioning,communication positioning,price strategy,channel strategy,and promotion strategy.Through the positioning strategy of these eight aspects,the positioning of the X brand W model is clearer and more in line with market demand.At the same time,this paper also puts forward suggestions on the refined management of the automobile model,the cultivation of human resources,the cost control guarantee,the market research system,and the improvement of the operational quality of the project.The innovation of this thesis is to analyze the market position of the W model which is just listed on the X brand,and combine the swot analysis and 4P theory,and use a large amount of industry data,enterprise research results and first-line dealer feedback to re-work the W model.Positioning analysis andcorrection.The W model not only has the typical research characteristics of the three-cylinder model,but also concentrates on the research characteristics of the cross-border models,and has great significance for other three-cylinder models.The research on the W model in this paper is not only a demonstration,but also an in-depth analysis,and combined with the first-line practical experience,the conclusion is more meaningful.It is hoped that through these research contents,the X brand W model car can find accurate positioning in the market,and provide reference value and help for China's future car positioning in the practice of positioning.