关键词: 商品概念；商品规划；汽车营销；顾客需求

Abstract: Automobile product concept construction is at the very beginning of product planning. It determines the overall commodity value and development orientation. To avoid practitioners from falling into the dilemma of making product concept subjectively, a method of deducing product concept based on logicality and quantification is put forward. By the exploration of customer demands behind market characteristics, the forecast of future market combined with current trends, and the review of sales performance of previous model under macro market, the future customer group structure and needs are deduced. On this basis, after target customer is fixed by quantitative structural analysis, USP and product concept assumption is constructed and verified by following market survey. On the whole, customer demand is instilled into product concept construction logically, which helps to build excellent product competitiveness. Meanwhile, the working procedure and referenced data are also specified for the convenience of practice.

Key words: Product concept; Product planning; Automobile marketing; Customer demand