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2.2.1 Platform Product Planning

Platform product planning is the first step for an enterprise to realize product platform development. It is necessary to formulate enterprise product pedigree, target market and brand positioning, formulate key parameter assumptions, and divide and segment platforms according to automotive market trends and customer needs.

1. Automotive market trends

The analysis of the automobile market is mainly to study the capacity and sales trend of all market segments, and the capacity and sales trend of each market segment must be analyzed. Taking medium-sized and large passenger cars as an example, the analysis of the automobile market trend needs to predict the sales trend and overall market capacity of medium-sized cars, medium-sized SUVs, large cars, large SUVs and large MPV models in the next 5 to 10 years. The results shown in 2-1. After analyzing all market segments, companies can consider product layout based on their own strategic goals, brand positioning and other factors.

Sales forecast of medium and large passenger car market

Note: The data comes from the China Association of Automobile Manufacturers (hereinafter referred to as the China Association of Automobile Manufacturers).

2. Customer needs

After analyzing market trends, customer needs should also be analyzed. According to different values and social classes, target customers of passenger cars can be divided into ten groups, as shown in Figure 2-2. When conducting customer demand analysis, the company should determine the corresponding target group according to its own brand positioning, and then analyze its appeal for cars according to the characteristics of the target group. For example, the target group of a certain product is the family-oriented and enterprising group, whose characteristics are aggressiveness, responsibility, and positive energy. The factors that this group attaches importance to cars are quality, safety, comfort, and appearance, as shown in Figure 2- 3. The positioning of each product is different, and the target groups are also different. A product can cover one or multiple groups of people.

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