Research On New Energy Vehicle Product Planning Method Based On Network Public Opinion

In order to ensure the strategic security of national oil energy supply and demand,the State Council issued the "Development plan for energy saving and new energy vehicle" in 2012,and since then,Chinese new energy vehicle has started its soaring mode with a compound growth rate of 39.9%.At the same time,driven by market demand and external capital,many vehicle enterprises entry the new energy market,and the market supply has entered the red sea competition stage.As a high-value complex product with dual attributes of both industrial products and consumer goods,if the vehicle manufacturers want to gain lasting competitive advantages,in addition to improving the ability of R&D,production and supply chain control,a scientific product planning strategy that is market-oriented and user-driven is particularly important.Product planning usually includes three stages: "market understanding→analyzing the market analysising→implementation planning".In order to ensure the accurate and reliable conclusion of "planning implementation",the two stage of "understanding the market" and "analyzing the market" need a large amount of accurate and high-frequency information input.Traditional studies on consumer public opinion are mostly offline,so there are many deficiencies in execution cycle,execution cost and sample size.With the arrival of the era of information fragmentation and networking,consumers’ information acquisition and output channels are becoming more diversified,and the cycle of information transmission and content iteration is gradually shortened.In view of the deficiencies of traditional products and user public opinion research,a set of product planning framework based on online public opinion is urgently needed to adapt to the era of big data.The core of this framework is the innovation of public opinion research means and organization methods.Therefore,this paper established a framework system of product planning,diagnosis and optimization based on the innovation of online public opinion monitoring,aiming at solving the real pain points of representative selection of monitoring indicators,digitization of unstructured text information,scientific diagnosis process and practical optimization of promotion path.The realization path is as follows: take the new energy automobile market as the research subject,adopt the method of "web crawler + text mining" to analysising the online word-of-mouth comments of vertical website users,and obtain the feedback of consumers’ car purchase concern factors and vehicle model satisfaction;Through the method of "online survey questionnaire + mathematical analysis",consumers’ decision-making process of car purchase is deeply explored to obtain consumers’ preference for future products and technologies.Through the "theoretical research + standard valuation" approach to evaluate the core focus on the product competitiveness of models.Finally,combined with the industrial development trend at the macro level(car purchase concern factors,technical trend preference)and the product status performance at the micro level(product competitiveness,product satisfaction),the product planning,diagnosis,optimization and promotion strategies were proposed.It has formed a closed loop system of public opinion research with rapid response and high credibility "public opinion capture→information digitization→mathematical analysis→product diagnosis→product optimization→public opinion feedback".The research system is proved to be reliable and effective with the example of Weima EX5,a new participants.The main conclusions of the research are as follows: with the decline of the national subsidy for car purchase,consumers’ motivation for buying new energy vehicles is more pragmatic,shifting from "policy-driven" to "product-driven".The competitors of new energy vehicles are no longer new energy competitors at the same level,but traditional fuel vehicles at the same price.In the future,new energy vehicles will no longer pursue the lowest price of a single vehicle,but the lowest cost of the whole life cycle.In order to urther reduce consumers’ use cost,vehicle lightweight and battery energy density will be the focus of future technology competition.According to the text mining results of word-of mouth comments,it is found that the pure electric range and charging time are the core factors that consumers pay attention to when buying cars in a long period of time in the future,among which the 500 km pure electric range and the fast-charging time within 30 minutes are the inflection points of consumers’ preference for performance parameters.Weima EX5,for example,the pure electric range is its product planning,can through ascension pure electric mileage rate of upper and lower power consumption scheme optimization,the composite concrete floor strategies for battery capacity from 52.6 k W·h to 65.7 k W·h,motor power from 160 k W to(98 ～ 117)k W,specific can by lower current and increase the transmission gear ratio and permeability section to achieve low power high torque.Finally,by comparing the model based on network public opinion survey satisfaction scores and models based on objective facts evaluation competitiveness score and found that both have high correlation,which can be demonstrated based on automobile vertical website of network public opinion has good reliability,can be used as an effective data to support oems product planning work.Enterprises in the aspect of network public opinion monitoring digital transformation is often difficult to one pace reachs the designated position,to reduce the transition resistance to change,usually iterative implement by stages,can refer to "speed up(offline→online),precision(small sample→big sample),information diversity(vertical media→social media),real-time monitoring display(report text→hadoop+tableau),intelligent processing(manual analysis treatment→AI machine learning)" landing path for its implementation.