M公司家用空调产品规划研究
发布时间：2018-08-31 15:11
【摘要】：在企业转型的过程中,空调厂家只有深入挖掘消费者的潜在需求的基础上为消费者创造价值,设计开发符合消费者需求的“好空调”,精准把握好市场趋势与发展脉络,才能在激烈的竞争中赢得一席之地,否则就会被市场所淘汰。 然而,如何从复杂的市场环境中发掘市场机会?如何洞悉消费者潜在需求从而发现新的需求点?如何细分消费群体?如何根据目标消费群特征及偏好定义新产品发展提案、产品组合策略及推广卖点?如何进行科学有效的市场定位与产品规划?这些问题都是企业在做产品规划的时候必须要回答清楚的问题。 本论文基于国内大型空调企业M公司空调国内业务新产品规划为背景展开研究,总结出了适合空调企业乃至家电行业开展产品规划的理论模型与流程设计。整个研究包括内外部环境分析、消费者需求研究与市场细分、目标市场选择及产品定位、产品发展策略与产品提案、产品规划实施保障措施等内容。通过空调市场环境分析预测空调市场和产品的未来发展方向,找出M公司产品规划的机会点；结合M公司内部特点和竞争对手情况进行SWOT分析,得出M公司产品发展方向；然后开展消费者需求研究,按消费者需求利益点进行市场细分,并在此基础上进行目标市场选择、市场定位并最终形成产品发展提案和产品线规划图谱,指导开发出更具市场竞争力、更能满足消费者需求的新品,为新产品成功上市提供了准确的决策参考依据。 同时,为确保产品规划准确有效地实施,本论文也提出了基于市场需求下的新品产品规划的实施保障与要求。
[Abstract]:In the process of enterprise transformation, air conditioning manufacturers create value for consumers only on the basis of digging into the potential needs of consumers, design and develop "good air conditioners" that meet the needs of consumers, and accurately grasp the market trends and development context. In order to win a place in the fierce competition, otherwise will be eliminated by the market. However, how to exploit market opportunities in a complex market environment? How to discern the potential needs of consumers in order to discover new demand points? How to segment consumer groups? How to define new product development proposals, product portfolio strategies and marketing points according to the characteristics and preferences of target consumer groups? How to carry out scientific and effective market positioning and product planning? These questions are clear questions that enterprises must answer when they plan their products. Based on the background of new product planning of domestic air conditioning business of M Company, this paper summarizes the theoretical model and process design of product planning for air conditioning enterprises and even household appliances industry. The whole research includes internal and external environment analysis, consumer demand research and market segmentation, target market selection and product positioning, product development strategy and product proposal, product planning and implementation of safeguard measures. Through the analysis of air conditioning market environment to predict the future development direction of air conditioning market and products, find out the opportunity point of M company's product planning, combine M company's internal characteristics and competitor's situation to carry on SWOT analysis, get M company's product development direction. Then the research of consumer demand is carried out, the market segment is carried out according to the benefit point of consumer demand, and on the basis of this, the target market is selected, the market positioning and the final product development proposal and product line planning spectrum are formed. To guide the development of a more competitive market, more able to meet the needs of consumers, for the successful listing of new products to provide an accurate reference for decision-making. At the same time, in order to ensure the accurate and effective implementation of product planning, this paper also puts forward the implementation of new product planning based on market demand.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6
本文编号：2215368
[Abstract]:In the process of enterprise transformation, air conditioning manufacturers create value for consumers only on the basis of digging into the potential needs of consumers, design and develop "good air conditioners" that meet the needs of consumers, and accurately grasp the market trends and development context. In order to win a place in the fierce competition, otherwise will be eliminated by the market. However, how to exploit market opportunities in a complex market environment? How to discern the potential needs of consumers in order to discover new demand points? How to segment consumer groups? How to define new product development proposals, product portfolio strategies and marketing points according to the characteristics and preferences of target consumer groups? How to carry out scientific and effective market positioning and product planning? These questions are clear questions that enterprises must answer when they plan their products. Based on the background of new product planning of domestic air conditioning business of M Company, this paper summarizes the theoretical model and process design of product planning for air conditioning enterprises and even household appliances industry. The whole research includes internal and external environment analysis, consumer demand research and market segmentation, target market selection and product positioning, product development strategy and product proposal, product planning and implementation of safeguard measures. Through the analysis of air conditioning market environment to predict the future development direction of air conditioning market and products, find out the opportunity point of M company's product planning, combine M company's internal characteristics and competitor's situation to carry on SWOT analysis, get M company's product development direction. Then the research of consumer demand is carried out, the market segment is carried out according to the benefit point of consumer demand, and on the basis of this, the target market is selected, the market positioning and the final product development proposal and product line planning spectrum are formed. To guide the development of a more competitive market, more able to meet the needs of consumers, for the successful listing of new products to provide an accurate reference for decision-making. At the same time, in order to ensure the accurate and effective implementation of product planning, this paper also puts forward the implementation of new product planning based on market demand.
【学位授予单位】：西南交通大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.6
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