【正文】 t – Have high criteria and wide source of information on tires – Especially in Beijing, the structure of anizations is quite prehensive. Many people have the authority to influence the management of cars. Target Consumers Civil autos ? Safety ? Other requirements like elasticity, antislippery derived from the safety ? It’s very important to choose a good brand. Good brand must represent the reliable quality. ? Price doesn’t affect too much if it’s reasonable. Their measurements： Target Consumers Civil autos Decisionmaking process： ? When tires are half worn, changes are to be made. Generally, 50 thousand kilometers is a referenceline. ? Most buying decisions are made by drivers, ? The points of purchase are stable. ? Batch purchase is determined by both drivers and buyers. Drivers name the brand and buyers determine the POP. ? If anything allows, imported brands are preferred. Target Consumers Civil autos The core requirement of Civil autos, Safety, also consider personal discount Target Consumers Civil autos Background: ? Overload is occasional. ? Due to the longdistance travel experience, cargo autos drivers generally have richer knowledge on tires. They also have the opportunities to use different brands. ? They confront the most problems on tires. Target Consumers Cargo autos ? Durability For the shortdistance travel, oneyear durability is demanded. For the long journey, half a year is preferred. ? They have specific requirements to the endurance of tires. ? They began to notice the usage of veins of tires. ? Often ing across various accidents, they don’t have a clear impression of negative parts of tires they used. Their measurements： Target Consumers Cargo autos Decisionmaking process： ? Move the front tires to rear and only change new ones after totally worn. ? The words of colleagues are the most important, and then with the remendation of dealers. ? They don’t have an idea about brand. Target Consumers Cargo autos The core requirement of Cargo autos, Durability and guaranteed quality Target Consumers Cargo autos Background： ? Sensitive about price ? The longdistance transportation requires better durability of tires. Target Consumers Passenger transport autos ? Durability, time length as their criteria, also have an idea about kilometers ? They will use renovated tires out of the consideration of cost ? Sensitive about price Their measurements, Target Consumers Passenger transport autos Decisionmaking process： ? Keep using until the veins are totally worn. ? No stable points of purchase. For longdistance drivers, they often designate brands they are familiar with. Target Consumers Passenger transport autos The core requirement of passenger transport autos, Durability and reliable quality Target Consumers Passenger transport autos Brand position among consumers High Price Quality huili shuangqian KUMHO Hankook Goodyear Michellin High Price Quality huili shuangqian KUMHO Hankook Goodyear Michellin Brand position among consumers How to satisfy the core demand of consumers? Taxi durability and better price Passenger transportation autos Durability and reliable quality Civil autos safety,also consider personal discount Cargo autos Durability and guaranteed quality dependable quality and price dependable quality and price Competitors： ?Michellin ?Huili ?KUMHO ?Shuangqian Consumers: ?Taxi durability and better price ?Civil autos safety,also consider personal discount ?Cargo autos Durability and guaranteed quality ?Passenger transportation autos Durability and reliable quality Self advantages: ?globallyrenowned tire manufacturer ?plete product line 3. Product positioning 4. Brand positioning ? He is an professional engineer with international tires producti