汽车产品综合竞争力评价指标模型及其应用研究——以SUV为例

An Indicator Framework to Evaluate the Comprehensive Competitiveness of Automotive Products: A Case Study of SUVs

鉴于供给侧改革的时代背景、汽车强国的发展需要以及汽车消费的复杂逻辑,对汽车产品竞争力进行客观评价研究具有现实意义。探索基于客观标准量化评价汽车产品竞争力的共性方法,经多轮指标内容及评价标准修订,结合专家意见,构建了汽车产品竞争力量化评价模型,并应用该模型对当前市场表现火爆的A级SUV主要车型进行了评价。研究表明,在自主品牌占据较大市场份额的A级SUV市场,仅从产品本身来看自主品牌车企整体已取得很大突破,但一些自主品牌车型的竞争力仍低于合资品牌车型,尤其是在发动机及其它核心零部件方面差距更为明显,而"性价比"高是自主品牌车型相对合资品牌对手的集体性优势,品牌溢价力不足则是自主品牌车型的共同制约。

Given the historical background of reform of the supply front,the development requirement of building a stronger automotive country,and the complex logic of automobile consumption,there is a practical research significance for rethinking the automotive product competitiveness objectively.With the aim of exploring the common quantitative evaluation method based on the objective standards,the evaluation system was finally established after the revision of evaluation indicators and standards during several rounds,and the combination of experts’opinions.This model was then applied to evaluate the competitiveness of main compact SUV car models in this booming market.And the research shows that,in this market segment where own-brands occupy a relatively higher market share,China’s own-brand enterprises have made a great breakthrough generally from the dimension of the product itself,but the performance of some China’s own-brand models is still lower than the average level of the joint venture brand opponents,especially in terms of engine and other core components.Besides,“Cost performance”is China’s own-brand models’collective advantage,while the lack of brand premium is their universal constraints.