汽车消费者研究经典范式与新范式之比较  

Comparison of Classic Paradigm and New Paradigm of Automobile Consumer Research

作　　者：吴文瀚[1] WU Wenhan

机构地区：[1]上海汽车集团股份有限公司,上海200041

出　　处：《上海汽车》2021年第2期17-23,共7页Shanghai Auto

摘　　要：文章主要论述在范式转换大背景下,汽车消费者研究这一领域方法论发生的变化。文章建立消费者研究的体系与范式模型,通过对比的方式,揭示汽车消费者经典范式与新技术支持下大数据范式的异同,特别是在研究流程、关键技术、数据噪声、数据形成方式、时间消耗、研究人员技术能力和成果展示上的差异。理解这些异同点,有助于理解汽车产业的范式转换过程,有助于在利用大数据进行消费者研究的过程中因势利导,帮助企业在变化的市场中寻找机会。In this paper,the changes in the methodology of automotive consumer research in the context of paradigm shift are mainly discussed.In the article,the system and paradigm model of consumer research are established,and through comparison,the similarities and differences between the classic paradigm of automobile consumers and the big data paradigm supported by new technologies are revealed,especially in the research process,key technologies,data noise,data formation methods,time,researcher's technical capabilities and results presentation.Understanding these similarities and differences helps to understand the paradigm shift process of the auto industry,helps to make good use of the situation in the process of using big data for consumer research,and helps companies find opportunities in the changing market.

关 键 词：范式 汽车消费者研究 大数据研究 

分 类 号：F426.471[经济管理—产业经济]