细分市场重型商用车产品竞争力评价方法浅析

Research on Evaluation Method of Heavy Commercial Vehicle Product Competitiveness in Segmented Market

重型商用车产品竞争力水平不仅关乎产品本身,还与细分市场客户需求程度及同类产品水平密切相关。文章从细分市场客户需求出发,以长途标载物流细分市场为例建立了客户视角的产品竞争力评价指标体系,并通过层次分析法建立竞争力评价模型及木桶原理修正方法,该模型不仅能客观全面地量化重型商用车的市场竞争力水平,还能为企业产品营销战略制定、产品改进、技术优化等提供依据。

The product competitiveness level of heavy commercial vehicles is not only related to the products themselves, but also closely related to the customer demand of market segments and the level of similar products. Based on the customer demand of market segments, this paper sets up a product competitiveness evaluation index system from the customer perspective, and establishes a competitiveness evaluation model and cannikin law correction method through analytic hierarchy process. This model can not only objectively and comprehensively quantifies the market competitiveness level of heavy commercial vehicles, but also provides a basis for enterprise product marketing strategy formulation, product improvement and technology optimization.