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Research on the IPD Methodology and Market Segmentation Methodology in Elevator Product Development

Author: ChenBin
Tutor: FeiHongPing
School: East China University of Science and Technology
Course: Business Administration
Keywords: Chinese elevator market Residential elevator market Market segmentation Integrated Product Development
CLC: F273.2;F426.4
Type: Master's thesis
Year: 2011
Downloads: 98
Quote: 1
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Abstract


Since the 1980s , multinational enterprises have entered the Chinese elevator market, led the development of China's elevator industry , at present, with the real estate market development, elevator demand is also increasing. Face enormous development opportunities , foreign brands continue to increase lift investment in China to further expand the scale , and changes in Chinese policy to seize the market. Elevator market is growing rapidly at the same time , an increasingly competitive market . With the rapid development of market economy and science and technology advances , more and more intense competition among enterprises . The enterprises in order to gain an advantage in the competition position , to take various measures to improve their competitive advantage. Particularly in the manufacturing sector enterprises, new product development and market is to ensure that companies improve their competitive advantage in a major way of manufacturing enterprises both want to shorten product development time , reduce development costs and do not want to lower product quality. This requires the use of a new type of enterprise innovation product development model . This thesis by Chinese elevator market research and market segmentation through integrated product development theory and the theory of review , I learned integrated product development model is currently the main form of complex product development , and in the development of new products prior to full market fine of research can be informative relatively specific customer needs and product characteristics . Integrated product development model for the application of the successful development of new products to provide basis for decision making . While the use of market segmentation theory Otis elevator market research on China analysis , summed up the high potential market segments needs of customers , the successful use of integrated product development model to develop a marketable new products Case the analysis for the domestic enterprises to develop new products Elevator decision-making process more scientific support.

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