基于S TP营销战略的新产品开发研究--以自主品牌小型SUV新产品开发为例

摘要

通过以某自主品牌开发小型SUV新产品为研究对象，运用STP营销理论，利用因子聚类分析方法将小型SUV市场划分成6个细分市场．综合分析目标市场特性、企业资源及产品优势，确定“前卫引领新青年”、“潮流跟随草根族”、“时尚享受小家庭”、“理性务实工薪族”为目标销售用户，其中“前卫引领新青年”为核心目标用户，并将该新产品的市场定位成引领当前时尚潮流的、安全的高性价比小型SUV．%Taking small SUV new product development of an own-brand as the object,this study,based on STP theory,divides the small SUV market into 6 segments by factor cluster analysis,analyzes characteristics of the target market,enterprise resource and prod-uct advantages,and then identifies “leading-trend avant-garde young”,“following-trend grassroots”,“fashion and enjoy small family”,“rational and pragmatic salaryman”as the target users,“leading-trend avant-garde young”as the core target users.The market of new product is positioned to lead current fashion trends,safe and cost-effective compact SUV.