【摘要】：在企業(yè)轉(zhuǎn)型的過程中,空調(diào)廠家只有深入挖掘消費(fèi)者的潛在需求的基礎(chǔ)上為消費(fèi)者創(chuàng)造價值,設(shè)計(jì)開發(fā)符合消費(fèi)者需求的“好空調(diào)”,精準(zhǔn)把握好市場趨勢與發(fā)展脈絡(luò),才能在激烈的競爭中贏得一席之地,否則就會被市場所淘汰。 然而,如何從復(fù)雜的市場環(huán)境中發(fā)掘市場機(jī)會?如何洞悉消費(fèi)者潛在需求從而發(fā)現(xiàn)新的需求點(diǎn)?如何細(xì)分消費(fèi)群體?如何根據(jù)目標(biāo)消費(fèi)群特征及偏好定義新產(chǎn)品發(fā)展提案、產(chǎn)品組合策略及推廣賣點(diǎn)?如何進(jìn)行科學(xué)有效的市場定位與產(chǎn)品規(guī)劃?這些問題都是企業(yè)在做產(chǎn)品規(guī)劃的時候必須要回答清楚的問題。 本論文基于國內(nèi)大型空調(diào)企業(yè)M公司空調(diào)國內(nèi)業(yè)務(wù)新產(chǎn)品規(guī)劃為背景展開研究,總結(jié)出了適合空調(diào)企業(yè)乃至家電行業(yè)開展產(chǎn)品規(guī)劃的理論模型與流程設(shè)計(jì)。整個研究包括內(nèi)外部環(huán)境分析、消費(fèi)者需求研究與市場細(xì)分、目標(biāo)市場選擇及產(chǎn)品定位、產(chǎn)品發(fā)展策略與產(chǎn)品提案、產(chǎn)品規(guī)劃實(shí)施保障措施等內(nèi)容。通過空調(diào)市場環(huán)境分析預(yù)測空調(diào)市場和產(chǎn)品的未來發(fā)展方向,找出M公司產(chǎn)品規(guī)劃的機(jī)會點(diǎn)；結(jié)合M公司內(nèi)部特點(diǎn)和競爭對手情況進(jìn)行SWOT分析,得出M公司產(chǎn)品發(fā)展方向；然后開展消費(fèi)者需求研究,按消費(fèi)者需求利益點(diǎn)進(jìn)行市場細(xì)分,并在此基礎(chǔ)上進(jìn)行目標(biāo)市場選擇、市場定位并最終形成產(chǎn)品發(fā)展提案和產(chǎn)品線規(guī)劃圖譜,指導(dǎo)開發(fā)出更具市場競爭力、更能滿足消費(fèi)者需求的新品,為新產(chǎn)品成功上市提供了準(zhǔn)確的決策參考依據(jù)。 同時,為確保產(chǎn)品規(guī)劃準(zhǔn)確有效地實(shí)施,本論文也提出了基于市場需求下的新品產(chǎn)品規(guī)劃的實(shí)施保障與要求。
[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.
【學(xué)位授予單位】：西南交通大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2013
【分類號】：F426.6

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