G Auto Enterprise. A Product Market Positioning Research

With rapid growth of China economy development, China has over100metropolises with a population over100until2012. According to World Bank forecasts that China will become the world’s largest economy in2020. World Luxury Association released a report by showing China will surpass Japan to become the world’s largest consumer of luxury goods within this year; in the fierce competitive automotive industry, China is not only the world’s largest car consumer market, but also the world’s top three major luxury auto market of Audi, BMW and Mercedes-Benz. Looking at the gap between top brands and the other brands in the market, gap had not existed in the sales network and product strength, the core is a comprehensive gap between the fundamental brand power. The major failure of many enterprises is come from their unclear "brand positioning." It’s a great challenge for the company how to achieve brand differentiation and tailor-made for the target consumer groups, how to survive in the cruel competition and effectively enhance company’s competitiveness to defend the position and conquer the exciting opportunities in the market.Identifying and disseminating the brand’s unique, differentiated and value pluralism, is a prerequisite for effective market positioning. Apply the precise positioning methodology in the operation, the company can not only display the main features and advantages of company’s products to the core targeted customer base, identify the relevant market segments, competition situation, timely adjustment of the corporate strategy and thus conquer strong market share. The thesis fully integrated market positioning and product positioning theory, supplemented by research on domestic and international marketing practices, conduct in-depth analysis of G company’s product A, from its brand appeal, product features, consumer level, prices products. Develop the positioning strategy for the1st luxury electric vehicle in the premium segment, provide precise market and product positioning strategy consulting, to create the image of the "noble belongs wise clean luxury cars".