基于用户体验的乘用车商品企划研究  

Research on Passenger Vehicle Product Planning based on User Experience

作　　者：刘毅 LIU Yi(Dongfeng Motor Corporation Passenger Vehicle Company,Wuhan 430058,China)

机构地区：[1]东风汽车集团股份有限公司乘用车公司商品企划部,武汉430058

出　　处：《汽车科技》2022年第1期21-25,共5页Auto Sci-Tech

摘　　要：随着"四化"的变革正在深度改变汽车行业的底层规则,原有的商品定义、开发、评价以及营销都在面临巨大的挑战。从工具车到智能车的过渡,新场景、新功能、新体验全面展开,汽车不再是简单的工具。开展更加高效精准的商品企划工作变得至关重要,为此需要围绕用户需求、用车场景、用户体验等引入全新的商品管理思路。本文将结合一款C级SUV车型的商品企划工作,探索基于用户体验来开展乘用车商品策略的研究和制定,以解决当前传统乘用车商品企划方法和理论在体验经济时代下开展汽车商品定义的不足。并通过总结和验证,以形成新的商品企划方法和体系。本文重点介绍如何改变以往性价比市场通过配置性能等性价比属性的商品策略设定方法,而通过洞察领先用户典型特征,寻找某类独特差异化属性引起用户对商品的憧憬,吸引用户购买,并通过持续的使用和传播形成口碑,从而企划出让用户最心动的汽车商品。由于篇幅有限,本文重点介绍商品策略设计的相关方法,对后续产品开发、验证、营销、服务等环节的企划工作暂不做详细介绍。With the reform of "four trends",the underlying rules of the automobile industry are being deeply changed.The original product definition,development,evaluation and marketing are facing great challenges.The transition from a tool car to a smart car brings more new scenes,new functions and new experiences.Cars are no longer simple tools.It is very important to carry out more efficient and accurate product planning,so we need to introduce new ideas of Product Planning around user needs,car scenarios,User Experience,etc.Applied to the product planning of a C-class SUV,this article will explore the design of passenger car product strategy based on user experience,in order to solve the shortcomings of the current traditional passenger car product planning methods in the new era.And form a new product planning method,through the summary and verification.This article focuses on how to change the setting method of previous product strategy,and through the insight into the typical characteristics of leading users,to find a kind of unique differentiation attributes to cause users’ longing for car,and through continuous use and communication,to form a reputation,so as to produce the most satisfactory car for users.Due to the limited space,this paper focuses on the method of product strategy design,and does not give a detailed introduction to the work in the following aspects of product design,verification,marketing,service,etc.

关 键 词：商品企划 用户体验 共创 PERSONA 商品策略 

分 类 号：U462.1[机械工程—车辆工程]