摘要
GPS全球定位系统是由美国提出并实施的一项庞大的宇宙及航天工程。随着GPS系
统的发展,民用领域的GPS应用显示出强大的生命力。全天候、全球表面、高精度的定
位技术,使得GPS在航海、航天、测量、运动载体监控调度等领域得到了广泛的应用。

在2010年,即我国“十二五”计划的元年,国家将导航与位置服务产业确定为国家新
型战略性产业,并给以重点扶持。导航产业在未来的发展充满机遇,并且该欧亿·体育（中国）有限公司的竞争
会变得愈加激烈。在中国卫星导航定位产业中,A公司虽然处于欧亿·体育（中国）有限公司领导地位,是较早
进入导航领域的若干家公司之一,但是随着导航市场的逐渐成熟,新进入者的不断增加,
相关研发技术的不断进步,A公司的产品逐渐跟不上市场的步伐,虽然市场规模一直在
增长,但是最近两年在欧亿·体育（中国）有限公司内的市场份额却不断萎缩。所以针对GPS导航产品市场竞争
策略的研究对于A公司在未来的发展具有重要的意义。

本文从我国GPS导航产业的发展现状入手,针对A公司在GPS车载导航产品市场
竞争中的遇到的问题,对GPS车载导航产品市场的细分和定位进行深入研究,并利用
SWOT分析工具对A公司进行了详细的优劣势分析。在此基础上,为A公司的未来发展
制定差异化竞争策略,并提出了具体的实施方案。

关键字:GPS卫星导航;市场细分;市场定位;竞争策略;
Abstract
GPS (global positioning system) GPS ( global positioning system) is a vast universe
and aerospace engineering which is proposed and implemented by the United States. With
the development of GPS system, the application in civilian area of the GPS has showed
powerful vitality. The global surface, high precision positioning technology has made GPS
used widely in maritime, aerospace, measurement, motion vector control and other fields. In
2010,the first year of China's Twelfth Five plan, government pointed navigation and
location service industry as new state strategic industry and had planned to give key support.
Therefore, the future development of navigation industry will be full of opportunity, and the
competition will become more intense. In satellite navigation and positioning industry, A
company is one of the leadings,and one of the first group entering into navigation field.
However,as the navigation market gradually becomes mature, more and more new entrants
step into this field, and the continuous advancement in technology, A company gradually
couldn't catch up with the pace of the market. Although market scale has kept increasing, the
market share has been shrinking. So,the study of market competitive strategy for the
companies in GPS Auto navigation fields plays an important role in their future development.
This paper points the present development of China's GPS Auto navigation industry as
the analysis entry point. For the problems encountered by A company in GPS market,it
makes a deep research on the GPS market segmentation and positioning, and it makes a
detailed analysis for the A company's advantage and disadvantage with the tool of SWOT.
On the basis of the above analysis, it schedules the overall future developing strategy, and
makes a specific implementation plan.
Key Words: GPS (Global Position System); Market Segmentation; Market Positioning;
Competition Strategy