市场信息驱动的产品规划方法研究

The Methodology for Product Planning Based on the Market Information

“用户呼声”是新产品开发的主要驱动力之一 ,市场信息驱动的产品规划方法是通过对市场整体态势的分析 ,从宏观角度把握用户群体需求及其动态 ,进而进行产品评价分析与规划。本文结合国内汽车行业 ,在行业产销信息的基础上 ,系统研究了基于市场综合信息的产品规划方法 。

Voice of customer has been widely acknowledged as one of the driven forces for product development, this paper presents a systematic approach for product planning based on the market information. Key issues of competitors' status analysis, market opportunities seeking, and quantitative guidelines for product assessment, are explored to support the decision-making process in new product development. An typical engineering case study for a new vehicle program is also used to demonstrate the feasibility and effectiveness of the proposed approach.