摘要
本文一改以往研究中粗犷的竞品定义思想且仅局限于现实竞争格局下的竞品定义的现状,基于市场定位的思想系统地介绍了汽车竞品定义的方法,全面覆盖了某一具体产品从策划、开发、诞生、销售的全部环节将近十年左右的全周期的竞品定义历程,并且也提供了完整的解决方案,适用于汽车企业竞品研究的各个业务环节。
In the past, the method of defining an automotive competitor is both rough and limited. In contrast with that,this article introduces a new method to define the automotive competitor based on market positioning. This method covers a complete automotive lifecycle including a product cycle about 10 years from its scheme, development to sale. It is applicable for each area of automotive competitor study.
出处
《上海商学院学报》
2013年第2期65-68,共4页
Business Economic Review
关键词
市场定位
竞品研究
商品策划
汽车市场
market positioning, define the competitor, product scheme, automotive market
