市场定位与产品战略的情报研究方法:以民用飞机市场为例  

Intelligence Research Method of Marketing Position and Product Strategy: Take Civil Aircraft for Example

作　　者：王晶[1] 

机构地区：[1]上海飞机设计研究院市场研究中心,上海201210

出　　处：《竞争情报》2015年第5期42-46,共5页Competitive Intelligence

摘　　要：本文以民用飞机市场为例,阐述了民用飞机市场定位与产品战略中情报研究方法的应用。民用飞机的市场定位和产品战略通常在"民用飞机市场要求与目标"中提出,是民机市场要求与目标的核心内容,其制定主要通过对市场竞争情报分析,即通过市场预测分析、竞争环境以及公司产品战略分析,权衡后提出民机的市场定位和产品战略要求,指导飞机方案设计,使飞机技术经济指标满足市场的需要。This article which takes civil aircraft market for example expatiates an application of intelligence research method in marketing position and product strategy. Marketing position and product strategy usually is put forward in marketing requirements and objectives. It is a key content of marketing requirement and objectives. It is made by marketing competitive intelligence analysis, which mainly adopts market forecast analysis, market competitive environment and product strategy analysis, then through the tradeoffs, and putting forward requirements of marketing position and product strategy of civil aircraft, instructing aircraft project, and making target of technical and economic of civil aircraft to meet market demand.

关 键 词：民用飞机 市场定位 市场要求与目标 

分 类 号：F273.2[经济管理—企业管理] F426.5[经济管理—国民经济]