Research On Product Development Strategy Of M SUV In C Company

As a pillar industry of the national economy,the automobile industry is expected to sell more than 27 million cars in 2030.However,in front of the huge market,the traditional automobile market is undergoing new changes.The previous strategy of increasing product categories and attracting consumers with lower price has been unable to adapt to the requirements of users.Therefore,the automobile product development strategy plays a crucial role in whether the enterprise can create a truly competitive product.M SUV,which will be put on sale in 2021,is the flagship SUV of the company,carrying the strategic mission of the company’s brand upward.M vehicle has achieved a brief success in sales since 2021,after six months sales decline gradually,but the listed user complaints about the product more and more,the C company needs rapidly adjust the product development strategies,to enhance the product competitiveness of M SUV.By analyzing the product development process and market performance of M SUV in C Company,this paper summarizes the main problems existing in the product development strategy,which are mainly reflected in the lack of systematic product development strategy,rigid development process and product definition mismatch with user needs.The main causes of these problems are the frequent change of product development strategy,the lack of timely adjustment of the development process according to the market changes,the inadequacy of market research and user demand research,and so on.The paper proposes a targeted proposal,that is,to adopt different development strategy and define product positioning.Integrating product development process,establish V-shaped product development system;Strengthen market research,focus on user needs,and guide users to participate in development.Finally,it is pointed out that planning,tracking and checking should be carried out in the stages of product definition,development and marketing to ensure the effective implementation of the optimization scheme.This paper will help C company to build M SUV into a star product,and then achieve the goal of brand up.