Research On Automobile Exterior Evaluation Method For Consumer Interest Points

In recent years,with the improvement of Chinese automobile industry and domestic consumer purchasing power,and with the fall of car prices,the level of popularity of domestic car has been continuously improved.With the improvement of the level of consumption,consumers are no longer satisfied with the basic functions of the product.They are increasingly appealing the emotional value of the product.Except the basic mechanical properties,consumers’ aesthetic requirements of the automobile exterior are getting higher and higher.The visual appearance of the car reflects the consumer’s aesthetic taste and personal value.Automobile exterior is an important factor affecting consumers’ decision.Therefore,the enterprises pay more and more attention to the consumer’s attitude to automobile exterior.However,the theoretical research of automobile exterior evaluation mostly aimed at helping enterprise to evaluate the concept design,and the user is enterprise decision makers and car design experts.In the practice of automobile evaluation for consumers,such as car owner’ comments on auto web,the evaluation indexes are very undiversified.So it’s very hard to analysis the consumers’ evaluation of the car exterior details.Aiming at the above problems,this study defines the concept of consumer interest point through summarizing the theory of psychology and cognitive science.And combined with the research achievements in the field of design evaluation,using the analytic hierarchy process and fuzzy comprehensive evaluation method,discuss the evaluation method of automobile appearance for consumer.Through the research of consumer interest point to determine the appearance evaluation index.Then use AHP to determine the weight of evaluation index,and built the evaluation index system of car appearance.Discuss the implementation strategy of evaluation methods,and apply the evaluation system to the evaluation of SUV and obtain the evaluation data.Use the fuzzy comprehensive evaluation method to calculate and evaluate the data.On the basis of fuzzy comprehensive evaluation,studies the data visualization and export the analysis model for automobile exterior evaluation.This paper provides a new research perspective and direction in the field of automotive exterior evaluation theory,which has certain theoretical value and practical value.Using the evaluation method,we can get the consumer’s attitude towards the appearance details and the overall appearance,which can help the enterprises and designers understand the aesthetic trend of consumers,and provide reference value for the car design and the enterprise marketing to create more economic benefits and brand value for the enterprise,which has certain social significance.