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

摘要： 市场竞争的不断升级迫使企业将客户需求作为产品规划的重要参考依据，基于客户需 求及投资择优，不仅为企业带来了更多的产品创新空间，也带来了丰厚的盈利空间。文章首 先建立了以产品定位、目标人群分析、用户画像和场景分析为基础的客户需求分析方法；其 次，分析了客户需求对产品投资规划的影响，提出了产品投资规划的盈利空间与客户需求之 间的矩阵模型；最后通过在一款新能源车上的应用，具体表明了该方法的有效性。

关键词: 客户需求；产品定位；用户画像；场景分析；投资规划