关键词: 客户需求；产品定位；用户画像；场景分析；投资规划

Abstract: The continuous upgrading of market competition forces enterprises to use customer needs as an important reference for product planning. Based on customer needs and investment optimization, it not only brings more product innovation space for enterprises, but also rich profit margins. This article first establishes a customer demand analysis method based on product positioning, target audience analysis, user profiling and scenario analysis. Secondly, the impact of customer demand on product investment planning is analyzed. And a matrix model is proposed between the profit space of product investment planning and customer demand. Finally, the effectiveness of this method is demonstrated through its application on a new energy vehicle.

Key words: Customer needs; Product positioning; User profile; Scenario analysis; Investment planning