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A method of researching consumers' preference for SUV shape design based on persona

A consumer and shape technology, applied in computing, special data processing applications, instruments, etc., can solve problems such as unfavorable competition in market segments, unclear target group positioning, etc., and achieve the effect of strong market significance

Inactive Publication Date: 2018-02-06
ZHEJIANG UNIV
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  • Summary
  • Abstract
  • Description
  • Claims
  • Application Information

AI Technical Summary

Problems solved by technology

[0003] At present, SUV is a relatively new model in the Chinese auto market. Dealers and designers lack certain research on Chinese consumers’ SUV shape design preferences. The unclear positioning of target groups will be very unfavorable for competition in market segments.

Method used

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  • A method of researching consumers' preference for SUV shape design based on persona
  • A method of researching consumers' preference for SUV shape design based on persona
  • A method of researching consumers' preference for SUV shape design based on persona

Examples

Experimental program
Comparison scheme
Effect test

Embodiment Construction

[0045] The steps of the method for researching consumers’ preference for SUV appearance design based on persona are as follows:

[0046] 1) Select 60 popular SUV models from the Chinese auto market based on sales, popularity, and word of mouth, and then invite 10 professional auto designers to conduct research on the side profile design of SUVs through layered and group experiments, and identify the key points of the side profile design of SUVs. Key design features, and define multiple design dimensions for different design features, and finally form the SUV design feature table, such as figure 1 shown;

[0047] 2) On the basis of the design feature table, 32 new SUV design feature combinations are formed through an orthogonal analysis plan, and then 32 new SUVs are drawn through the vector software Illustrator with the help of a professional car designer in step 1) sample, see figure 2 , the new SUV sample will be used for the preference experiment in step 3);

[0048]3) ...

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Abstract

The invention discloses a method for researching consumers' preference for SUV appearance design based on persona. The present invention includes the first step of researching the shape design of SUV, defining the main design features of SUV shape design through hierarchical grouping experiments, determining the different dimensions of design features, and then generating new SUV experimental samples through orthogonal analysis; second The first step is to study consumers' SUV shape design preferences through preference experiments, classify consumers based on preferences, and define the characteristics of each group of people by combining questionnaires and interview data; the third step is through joint analysis. The artwork of SUV models preferred by each group of people will eventually generate persona cards for different groups of people. The present invention not only provides dealers and designers with certain data reference and design guidance, but also the final persona can be directly used as target users in the actual design process, which has strong market significance.

Description

technical field [0001] The invention relates to consumers' appearance design preferences, in particular to a method for researching consumers' preferences for SUV appearance designs based on persona. Background technique [0002] China's auto industry is experiencing an unprecedented period of rapid development. In 2014, China's auto sales reached 23.4919 million, a year-on-year increase of 6.86%. Among them, SUV (Sport Utility Vehicle) sales were 4.0779 million, a year-on-year increase of 36.44%. focus on. At the same time, with the increasing homogeneity of functions and technologies, the competition in market segments has become increasingly fierce, and the exterior design of vehicles has gradually become a decisive factor affecting consumers' decisions. [0003] At present, SUV is a relatively new model in the Chinese auto market. Dealers and designers lack certain research on the SUV shape design preferences of Chinese consumers. The unclear positioning of the target ...

Claims

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Application Information

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Patent Type & Authority Patents(China)
IPC IPC(8): G06F17/50
Inventor 罗仕鉴李文杰
Owner ZHEJIANG UNIV
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