Research Of Baic New SUV Product Concept Development

China's automobile production and sales both exceeded 23 million in 2014,for sixth consecutive years ranked first in the world.The significantly enhance of the domestic sales was gradually driven by the rapid development of SUV rather than the previous sedan from the beginning of 2011.The rapid growth of Chinese SUV market is caused by both the "supply" and "demand".On the demand side,people's income has raised and consumption has stepped into a stageof rapid growth.On the supply side,varieties of SUV are enough to cover all segments of the market and meet the different needs of consumers.However,in 2015,the automobile market has entered into the new period of “micro growth”: the growth rate of SUV market growth is far greater than the overall passenger cars',what's more,the development direction of SUV is more diversified.It has been the base of a product with cost and product comprehensive competitiveness that development models meeting customer's primary demand in the fierce competition and translating them into the development target of product concept.This paper mainly establishes BAIC's development process of product concept and practicable method.It is consist of five main chapters.The first chapter of introduction analyzes the study's background,purpose and significance,then proposes the research framework and methods.The second chapter mainly introduces the development process of new product in automobile enterprises.It also generalizes the principle theories of customer demand oriented product development.The third chapter makes a forecast about the development tendency of passenger vehicles and a brief introduction of the development history of SUV in China.After that,the author makes a deep analysis of explore SUV market and product trend.Finally it analyzes the internal and external environment of BAICMOTOR and its competitive situation to propose the necessaries of developing SUV.The fourth chapter makes a brief introduction of the vehicle development problem that the enterprise is facing.By combining the analysis discussion of each department,this chapter states the improvement method of development process and comes up with the product concept development process.By the means of the informed customer need from the market research and the development process of newly formulated concept,the fifth chapter puts into practice all above and accomplishes the basic task of concept development to makea definition of the product features about A-SUV that is planning to be developed with the reference of customer demand getting from market research.The innovation of this paper is to make new product concept development customer demand oriented by primarily establishing product feature index,avoiding the problem of excessive development and high expenditure.Eventually optimize the process of product concept development,comparing with outstanding enterprises,to realize the improvement by the means of application of the projects.