AD公司北斗产品市场定位研究

发布时间：2018-01-08 00:15

本文关键词：AD公司北斗产品市场定位研究　出处：《华东理工大学》2014年硕士论文　论文类型：学位论文

【摘要】：北斗卫星导航系统的成功建立,使得我国有了自己的卫星导航系统,从此众多的行业不再受困于美国的GPS控制。同时,在政府的大力扶植下,北斗产业的快速发展,形成了集芯片开发、终端制造、系统集成、运营服务为一体的北斗产业链系统。美国的GPS卫星导航产品占领了国内95%导航定位产品的市场,北斗卫星导航系统在政府的大力扶植下相应的产业链正在迅速发展,目前已经在专业行业市场和国防领域占据了一定的市场,本文主要从北斗产品近几年的快速发展,从宏观和微观的角度,运用SWOT理论分析AD公司目前在行业所处的位置,对AD公司北斗产品的优势劣势进行了分析,纵观市场上的各类产品,不仅仅存在于产品的策略,产品定价,市场推广,渠道管理,还有品牌建设等,主要的失败原因是产品市场定位的不清晰。如何做到产品市场定位的差异化,为目标顾客群量身定制,在残酷的市场竞争中生存下来,不断提升企业核心竞争力。。运用STP分析工具分析了AD公司北斗产品在市场细分、目标客户心智和市场定位等方面存在的问题,通过系统的分析后对症下药,识别和传播产品和品牌地独特性,产品差异化定位,采用市场经营活动中的定位理论,结合产品的定位理论,辅以对国内用户市场调查研究,实验室地数据采集,北斗导航定位产品在不同场合的实地测试等；对AD公司地产品提出了在民用市场、专业行业市场、军用市场的业务细分市场。提出了AD公司产品独特性定位、产品定价定位、渠道管理、市场推广、品牌建设等市场定位的建议。本文的市场定位研究是运用对市场调查研究分析,阐述了目前AD公司在北斗行业的产品定位问题,研究所得到的对策和建议未必符合其他行业企业,但希望能给同行业的企业提供借鉴。
[Abstract]:Beidou satellite navigation system was established successfully, which has its own satellite navigation system in China, from the GPS control in many industries are no longer trapped in the United States. At the same time, in support of the government, the rapid development of the Beidou industry, formed a set of terminal chip development, manufacturing, system integration, Beidou industrial chain operations services for the system one.
GPS satellite navigation products in the United States occupied 95% domestic navigation products in the market, the industry chain in the corresponding support of the government of the Beidou satellite navigation system is developing rapidly, has been in the field of national defense industry and professional market to occupy a certain market, this article mainly from the rapid development of the Beidou products in recent years, from the macro and the microscopic angle, using the theory of SWOT analysis of AD company at the current position in the industry, the AD company compass product advantages and disadvantages are analyzed, a variety of products on the market, not only exists in the product strategy, pricing, marketing, channel management and brand building, the main reason of failure is product market positioning is not clear. How do different product market positioning, target customers tailored, in the brutal competition in the market, continuously improve the enterprise core The heart is competitive.
Use the STP analysis tool to analyze AD company Beidou products in the market segmentation, target market positioning and customer mental problems, through the analysis of the system after the identification and dissemination of products and an antidote against the disease, brand uniqueness, product differentiation positioning, market positioning theory used in the business activities, combined with the theory of product positioning. With the investigation and study of the domestic market, laboratory data acquisition, Beidou navigation positioning products in different occasions of field testing; AD company products made in the civilian market, professional market, business market segment protection market. Put forward the AD company unique product positioning, product pricing and positioning, channel management, market promotion, brand building, market positioning recommendations.
The research of market positioning in this paper is based on Market Research and analysis. It describes the current product positioning problem of AD company in Beidou industry, and the countermeasures and suggestions obtained by the Institute may not be in line with other industry enterprises, but it hopes to provide reference for the same industry enterprises.

【学位授予单位】：华东理工大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F426.5;F274

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