Research On Scene-based Product Definition Method Of Company A

A new round of technological and industrial transformation is rapidly developing.Nowadays,cars are shifting towards intelligence and electric drive,and traditional fuel vehicles are gradually being replaced by new energy vehicles.At present,the number of cars in China has reached 318 million,and the market is becoming saturated.Moreover,consumers’ demand for replacement is not strong.If new energy vehicle companies want to continue exploring the market,they must explore new consumer demands and redefine cars.However,some automotive companies’ product definition thinking still stays on the traditional automotive product definition thinking,which cannot be applied to the latest products.Improving product development capabilities is a key step in establishing a brand’s core competitiveness,and user demand oriented product definitions serve as a key entry point in the early stages of product development,directly affecting the design,production,and sales of subsequent products.This article takes Company A as the case study object.Firstly,by sorting out and analyzing the market environment of Company A,and conducting interviews with the internal team of the enterprise,it summarizes the product definition method currently used for Model C.Secondly,based on the market performance and user experience evaluation of Model C,combined with the current status of the company’s product definition for Model C,the main problems that Company A currently faces are summarized,including traditional product definitions that are not conducive to team collaboration,lack of a user centered functional scenario,difficulty in tracking and managing user experience feedback,and difficulty in supporting the company’s product strategy through product definitions.Finally,this article proposes corresponding improvement suggestions for Company A’s existing problems by combining the relevant theories of scenario based product definition and the advantages of benchmark enterprise product definition.The suggestions include improving the management system of product definition,establishing a user centered usage scenario,optimizing user experience and feedback,and clarifying its own product strategic positioning.This study aims to help Company A transform its thinking in product definition,while also providing reference for other traditional car companies’ product definitions.