随着我国社会经济的持续发展，人们的消费水平不断提升，消费层次不断加深，我 国正处在消费结构升级的大环境下，消费者对产品的选择越来越多样化、个性化、品牌 化和内涵化。当前人们对消费的已经不在处于基础必须品的消费，已经转向住行方面的 消费。在出行方面，人们对汽车要求越来越多，多用途汽车开始不断的充盈市场。而汽 车企业要想长期发展必须了解汽车市场的顾客需求，因此，以满足顾客需求的来进行产 品定位的汽车更容易赢得市场。目前我国汽车市场竞争非常激烈，汽车的营销也达到白 热。现在全球化的市场经济正在飞速发展，而不同的客观因素对我国的汽车市场发展以 及汽车营销都有很大的影响。这也可以说是对汽车产品定位一种更大的挑战，已经受到 社会各界的高度关注，具有很大的研究价值。 近几年，随着我国消费结构升级，汽车产业也随之快速发展起来，企业的生产能力 近几年来不断提高。然而这种高速生产随之而来的却是汽车产品模式固定化、产品价格 两极化，而如何改变这一形式，如何根据客户需求来定位产品。那么，在汽车公司新产 品开发过程中，为了确定目标市场和新产品开发方向，通常要进行产品的市场定位。但 是在定位前，我们先了解以下一些问题，一款多用途汽车如何去识别市场计划，怎么找 出消费者的用车需求，面对市场竞争如何处理，怎样去满足未来顾客的需求，怎样从 众多的顾客需求中聚类出目标客户群，再从目标客户群的需求及偏好中定义出新产品 的功能特性，怎样完成产品定位，怎样实施产品定位和保障，这些关于细分市场识别、 产品定位、实施保障等问题对汽车制作商而言是一个必须给出完美答复但实际又很难确 定答案的关键性问题。 本论文以消费升级下 X 品牌汽车品牌为背景，结合该公司的 Cross 汽车 W 车型的 产品定位研究，提出了面向汽车企业的新产品定位阶段产品定位实施框架、在实际定位 销售中出现的问题、产品后续再定位建议等内容。本次研究的内容包括，消费升级与产 品定位的概念、消费者与消费者需求分析、市场细分及目标市场选择、产品定位与竞争 定位、传播定位与价格策略、渠道与宣传、实施与保障等模块。 论文在市场环境与市场机会识别部分通过整个汽车市场的环境及驱动因素分析，预 测整个 W 车型汽车的发展趋势，找出市场发展的机会点；同时结合公司自身的情况进II 行 SWOT 分析，寻找 W 车型的初步机会点。 产品定位是整个论文的主题，整个产品定位包括对目标需求研究、市场细分研究、 目标市场选择及目标消费者这四个方面的研究，来指导定位出符合消费者需求的 W 车 型汽车。主要定位包括了产品定位原则、品牌定位、竞争定位、属性和利益定位、传播 定位、价格策略、渠道策略、宣传策略。通过这八方面的定位策略，让 X 品牌 W 车型 的定位更清晰，更符合市场需求。 同时，本文也对 W 车型进行汽车市场的精细化管理、人力资源培养、成本控制保障、 市场调研体系、提升项目运营服务品质方面提出了建议。 本论文的创新之处是通过对 X 品牌现在刚刚上市的的 W 车型的市场定位进行分析， 结合 swot 分析、4P 理论，用大量行业数据，企业调研结果及一线经销商反馈，对 W 车 型进行再定位分析和修正。而 W 车型不仅仅具有三缸机车型的典型性研究特性，更是集 中了跨界车型的研究特性，对其他三缸机车型都有巨大的借鉴意义。本文对 W 车型的研 究，不仅仅是展现，更是深入分析，并且结合一线实际经验，使结论更有借鉴的意义。 希望通过这些研究内容，能够让 X 品牌 W 车型汽车在市场中找到准确的定位，并且 在定位的实践过程中，给中国未来汽车定位提供参考的价值和帮助。 关键词，SWOT，市场细分，竞争，目标市场定位，产品定位 批注 [YL杨1]:III ABSTRACT With the continuous development of China's social economy, people's consumption level has been continuously improved, and the level of consumption has been deepening. China is in the context of upgrading the consumption structure, and consumers are increasingly diversified, personalized, and branded. And connotation. At present, people's consumption of consumption that is no longer in basic necessities has turned to consumption in the residential sector. In terms of travel, people are increasingly demanding cars, and multi-purpose vehicles are beginning to fill the market. In order to develop long-term, automotive companies must understand the customer needs of the automotive market. Therefore, vehicles that are positioned to meet customer needs are more likely to win the market. At present, the competition in China's auto market is very fierce, and the marketing of automobiles has also reached a fever. Nowadays, the global market economy is developing at a rapid pace, and different objective factors have a great impact on the development of China's automobile market and automobile marketing. This can also be said to be a greater challenge to the positioning of automotive products, which has received great attention from all walks of life and has great research value. In recent years, with the upgrading of China's consumption structure, the automobile industry has also developed rapidly, and the production capacity of enterprises has been continuously improved in recent years. However, this kind of high-speed production comes with the fixed model of automobile products and the polarization of product prices. How to change this form and how to locate products according to customer needs. Then, in the new product development process of the automobile company, in order to determine the target market and new product development direction, it is usually necessary to conduct market positioning of the product. But before positioning, let's first understand the following questions: How does a multi-purpose car identify the market planHow to find out the consumer demand for carsHow to deal with market competitionHow to meet the needs of future customersHow to cluster target customers from a large number of customer needsThen define the functional characteristics of the new product from the needs and preferences of the target customer group. How to complete product positioningHow to implement product positioning and protectionThese questions about market segmentIV identification, product positioning, implementation assurance, etc. are a key issue for automakers who must give a perfect answer but are actually difficult to determine. Based on the X-brand automobile brand under the consumption upgrade, this paper combines the product positioning research of the company's Cross car W model, and proposes a product positioning implementation framework for the new product positioning stage of the automobile enterprise, and problems in the actual positioning sales. Product follow-up relocation recommendations and other content. The contents of this study include: the concept of consumption upgrade and product positioning, consumer and consumer demand analysis, market segmentation and target market selection, product positioning and competition positioning, communication positioning and price strategy, channel and publicity, implementation and protection And other modules. In the market environment and market opportunity identification part, the paper predicts the development trend of the whole W model car through the analysis of the environment and driving factors of the entire automobile market, and finds the opportunity for market development. At the same time, SWOT analysis is carried out in combination with the company's own situation to find the W model. The initial opportunity point. Product positioning is the theme of the whole thesis. The whole product positioning includes research on target demand research, market segmentation research, target market selection and target consumers to guide the positioning of W models that meet the needs of consumers. The main positioning includes product positioning principles, brand positioning, competitive positioning, attribute and interest positioning, communication positioning, price strategy, channel strategy, and promotion strategy. Through the positioning strategy of these eight aspects, the positioning of the X brand W model is clearer and more in line with market demand. At the same time, this paper also puts forward suggestions on the refined management of the automobile model, the cultivation of human resources, the cost control guarantee, the market research system, and the improvement of the operational quality of the project. The innovation of this thesis is to analyze the market position of the W model which is just listed on the X brand, and combine the swot analysis and 4P theory, and use a large amount of industry data, enterprise research results and