基于顾客感知价值的汽车技术方案适用性研究

Research on Automobile Technical Scheme Applicability Based on Customer Perceived Value

为解决消费者主权时代下的汽车技术方案决策问题,提出一种基于顾客感知价值的顾客导向型汽车技术方案适用性评价模型,模型输出结果相比传统的以最大费效比为目标的企业导向型决策更能充分贴合细分市场需求。在顾客感知价值权重的确定及决策信息的确定过程中,采用区间赋值的粗数方法,系统地考虑了方案评价过程中的不确定和差异化信息,能更有效地反映顾客及决策者的真实评价。选取典型汽车技术方案为实例分析,确证了方法的实用性和可行性。

Aiming to solve the decision problems in auto technology solutions to face the challenges in the era of consumer sovereignty, a practical customer oriented model based on customer perceived value to evaluate the automobile technical scheme applicability was proposed. The results of the proposed model better reflect the market demands compared with the enterprise oriented decision methodology for the maximum cost effectiveness ratio. And the rough number method together with the interval numbers was applied during evaluation so as to deal with the uncertain and inconsistent information and to effectively reflect the true perceptions of customers and decision makers. Furthermore, typical instances of automobile technical scheme optimization were presented to verify the practicability and feasibility of the model.