Customer Oriented Vehicle Planning Technology

With the increasing competition of automobile market in China and the arrival of automobile consumption demand upgrade,it is the main objectives of the automotive companies to ensure newly developed models to achieve the planning expectation,the key factor to decide whether this goal can be achieved is the vehicle planning technology.But at present,most of China's automotive companies have obvious pain points in the ability of vehicle planning,for example,vehicle planning documents are difficult to perform during development,repeated correction of technical characteristics of vehicle models,eventually lead to development cycle delay,the technical characteristics of the models do not meet customers requirements.In this context,the technology of vehicle planning based on customer orientation is studied in this paper,in order to explore a more practical and feasible method of vehicle planning according to customer demand.In this paper we studied the domestic and international vehicle planning technology related literature,learned form the methods were used in the literature,such as market segmentation,cluster analysis and customer requirement analysis,also employ QFD house of quality,and benchmarking,proposed a method of vehicle positioning planning based on macro market demand and a method of vehicle technical characteristics planning based on micro customer demand,established a complete vehicle planning process which from market segment analysis to vehicle positioning planning,from the analysis of customer requirements to the vehicle technical goal setting.In this paper,the vehicle planning technology is divided into two stages: vehicle positioning and vehicle definition,and the content and objectives of each stage is cleared.In the vehicle positioning stage we use market segmentation analysis for market positioning,and cluster analysis of people group to carry out target consumer positioning,and customer satisfaction analysis to carry out vehicle technical characteristics positioning.In the vehicle definition stage we use consumer research,QFD house of quality,benchmarking to establish four important indexes definition and computing method,such as the importance degree of customer demand,the demand degree of vehicle technical characteristics,the recognition degree of vehicle technical characteristics,the importance degree of vehicle technical characteristics,finally,according to the order of importance degree of vehicle technical characteristics the development goals are set,improve the scientific nature of vehicle positioning planning and vehicle definition.In this paper we combine Baic suv models planning application,and study the current situation and development trend of suv market and consumer,and we propose the target market and target consumer selection method.The paper puts forward vehicle positioning planning based on the analysis of the consumer car buying demand and satisfaction of the existing models,and then use customer interviews,KJ method,MaxiDiff method to obtain and analyze the spe cific needs of consumers for suv models,and use brainstorming,internal expert review to propose suv model technical characteristics directory,set up the quality of the house of the suv model and consumers demand be translated into the demand of suv technical characteristics,use commodity evaluation analysis on the identification degree of suv technical characteristics,finally according to suv technical characteristics importance degree ranking,we puts forward a practical technical plan of a suv model.