北斗卫星导航系统的成功建立,使得我国有了自己的卫星导航系统,从此众多的行

业不再受困于美国的GPS控制。同时,在政府的大力扶植下,北斗产业的快速发展,形

成了集芯片开发、终端制造、系统集成、运营服务为一体的北斗产业链系统。

美国的GPS卫星导航产品占领了国内95%导航定位产品的市场,北斗卫星导航系统

在政府的大力扶植下相应的产业链正在迅速发展,目前已经在专业行业市场和国防领域

占据了一定的市场,本文主要从北斗产品近几年的快速发展,从宏观和微观的角度,运

用SWOT理论分析AD公司目前在行业所处的位置,对AD公司北斗产品的优势劣势进行

了分析,纵观市场上的各类产品,不仅仅存在于产品的策略,产品定价,市场推广,渠

道管理,还有品牌建设等,主要的失败原因是产品市场定位的不清晰。如何做到产品市

场定位的差异化,为目标顾客群量身定制,在残酷的市场竞争中生存下来,不断提升企

业核心竞争力。

。运用STP分析工具分析了AD公司北斗产品在市场细分、目标客户心智和市场定位

等方面存在的问题,通过系统的分析后对症下药,识别和传播产品和品牌地独特性,产

品差异化定位,釆用市场经营活动中的定位理论,结合产品的定位理论,辅以对国内用

户市场调查研究,实验室地数据采集,北斗导航定位产品在不同场合的实地测试等;对

AD公司地产品提出了在民用市场、专业行业市场、军用市场的业务细分市场。提出了

AD公司产品独特性定位、产品定价定位、渠道管理、市场推广、品牌建设等市场定位

的建议。

本文的市场定位研究是运用对市场调查研究分析,阐述了目前AD公司在北斗行业

的产品定位问题,研究所得到的对策和建议未必符合其他行业企业,但希望能给同行业

的企业提供借鉴。

关键词:北斗产品;市场定位;市场营销

Abstract

Successful development of Beidou Navigation System marks our country owns our own

satellite navigation system and numerous industries therefrom break from the constraint of US

GPS control. Moreover, as subsidized by the government, Beidou industry enjoys rapid

growth and has formed an integrated Beidou industrial chain consisting chip development,

terminal fabrication, system integration and operation service.

GPS Satellite Navigation System made by the United States has captured 95% of China

navigation positioning market. Thanks to the great subsidy by the government, the industrial

chain of Beidou Navigation System is developing rapidly and has gained certain market in

some specialized industries and national defense. This paper mainly deals with the status of

AD Company in the industry by applying SWOT theory from macro and micro perspectives

in view of rapid development of Beidou products in recent years and analyzes the strong

points and weak points of Beidou products of AD Company. For varieties of products in the

marketplace, failure is not only attributable to product policy, product pricing, marketing,

channel management, brand building, but more importantly to unclear market positioning of

products. How to distinguish market positioning for products, provide customized products

for potential customers, survive the cruel market competition and continuously improve the

core competitiveness of the company

By applying STP analytical tool, this paper analyzes the issues that AD Company faces

with regard to market segmentation, mentality of potential customers, market positioning, etc.,

presents appropriate response to the situation after systematic analysis, identifies and

disseminates the uniqueness of products and brand, differentiates product positioning and

adopts the positioning theory for market operation activities combined with product

positioning theory, accompanied by market survey of domestic customers, laboratory data

collection, field test of Beidou Navigation System on different occasions, etc.; comes up with

market segmentation for different businesses of civil market, specialized industrial market and

military market. It also raises recommendations of market positioning for AD products in

terms of product characteristics, product pricing, channel management, marketing, brand

building, etc.

The market positioning study as presented in this paper describes Beidou products'

positioning issue that AD Company is now confronted with by market survey and study and

the countermeasures and suggestions made from the study may not be in line with other

industries. But it is expected to provide reference for the fellow companies.

Key Words: Beidou Products; Market Positioning; Marketing