| With the trend of economic recovery and consumption upgrading of China automobile market after COVID-19,the market share of premium cars brand has further increased,and the competition in the premium car market are even fiercer than before: new start-ups are gradually rising up,cross border technology companies enter the automobile industry,new technologies such as 5G,Big Data,Intelligent interconnection,autonomous driving have brought the revolution and industrial upgrading,which has a huge impact on the traditional premium car brands.Therefore,all of them begin to strengthen product layout and seek for new market segments,and with the development of social diversification,the market has gradually turn to the customer-oriented market.In such a situation,whether the product can get the favor of the target group,or solve the pain point of target consumer,or locate in a special position in the segment market have become the key criteria to be considered in product positioning.And with the popularity of big data technology,big data analysis also provides a reference for enterprises’ implementation and consumer behavior analysis.The research takes the product positioning optimization of a new launched product “A” of W automotive company as a study case,through the investigation,it is found that product A’s inaccurate positioning is the main reason of its poor market performance,and take this as the starting point.The main content includes: the analysis of premium car market,positioning problems and causes,positioning optimization and follow-up guarantee measures based on the company situation.It mainly analyzes and forecasts the customers’ favor,preferences,selfconcept and consumption psychology by using big data analysis tools and methods based on market survey data,and combined with diamond positioning model and STP theory,according to the methods of "Segmenting","Targeting the position" and "Put the position in place",put forward positioning improvement suggestions for product A.By applying data analysis techniques and methods,guiding business decisions with the help of big data analysis,and focusing on data value are the idea that this research tries to promote and encourage. |
