基于STP营销战略的新产品开发研究——以自主品牌小型SUV新产品开发为例  

Study on New Product Development Based on STP Marketing Strategy:Taking Small SUV New Product Development of Own-brand as an Example

作　　者：陈美香 CHEN Meixiang(Department of Management Engineering, Fuzhou Institute of Technology, Fuzhou Fujian 350001, China)

机构地区：[1]福州理工学院管理工程系,福建福州350001

出　　处：《长沙大学学报》2016年第5期87-90,共4页Journal of Changsha University

基　　金：福建省教育厅社会科学研究一般项目(批准号:JAS150742)

摘　　要：通过以某自主品牌开发小型SUV新产品为研究对象,运用STP营销理论,利用因子聚类分析方法将小型SUV市场划分成6个细分市场.综合分析目标市场特性、企业资源及产品优势,确定"前卫引领新青年"、"潮流跟随草根族"、"时尚享受小家庭"、"理性务实工薪族"为目标销售用户,其中"前卫引领新青年"为核心目标用户,并将该新产品的市场定位成引领当前时尚潮流的、安全的高性价比小型SUV.Taking small SUV new product development of an own- brand as the object,this study,based on STP theory,divides the small SUV market into 6 segments by factor cluster analysis,analyzes characteristics of the target market,enterprise resource and product advantages,and then identifies ＂leading- trend avant- garde young＂,＂following- trend grassroots＂,＂fashion and enjoy small family＂,＂rational and pragmatic salaryman＂as the target users,＂leading- trend avant- garde young＂as the core target users. The market of new product is positioned to lead current fashion trends,safe and cost- effective compact SUV.

关 键 词：自主品牌 新产品研发 STP营销战略 市场细分 

分 类 号：F407.471[经济管理—产业经济]