The Product Positioning Research For B Automobile Company

In today's automotive market,China local brand cars are on the fierce competition.Only ideal development can meet the target user demand by selling models products in order to have a space in the brutal competition in the market.This paper is based on the background of a large domestic state-owned automobile enterprises.And it is through the research of the previous development models of products in the market,finding that the product positioning is not accurate,confusing and other problems popping out.To dig out the pain point,the whole process of planning for positioning a new product exposes as a starting point of the research.The whole research process mainly includes market environment and market opportunity identification,target consumer research and product positioning,product positioning strategy and so on.The first is to conduct a detailed analysis on the current environment of the automotive industry,the market opportunity identification.And this paper also focuses on the market environment and market opportunity identification part using the PEST analysis method,forecasting market development trend in the future,and finding out the market development opportunities.Then this paper is to carry out comprehensive research on the target consumers,to determine the characteristics of the target market and user demand,and the research of target consumers.Through cluster analysis,we can gain the analysis of the market survey data,analysis of target customer demand,and product positioning as the basis.Next this paper is to carry the precise product positioning.Product positioning research as part of the whole thesis,can be combined with the conclusions of the target consumers by means of visualization,product positioning of image formation,and readable information input R & D development work.In order to ensure the correct interpretation of product positioning and implementation,effective protection strategy will develop product positioning,and guide the development of the market competitiveness and meet the target consumer demand for products,including the strict requirements of the development process.Thus we can strictly control the quality and cost of products,and develop market marketing strategy,and enhance customer service level,etc.