Auto Product Competitiveness Evaluation Research Based On Consumer Value Cognition

Miniature coach market in China's automobile market is one of the important components. Before 2008, mini bus once marginalized and its development speed in China has been far less overall development speed for passenger car.In recent years, with the rapid development of our economy, the structure of the automotive industry is gradually adjusted. At the same time,China value energy conservation and environmental protection more and more, so will the mini bus with prompted small-engine more and more favour domestic market. With domestic rural auto market expanding of the countryside, and where the car under the support of good policy "in China, miniature passenger car market also will play a more and more important role and will be at a faster pace. With developed minibus body development to speed up, the market competition will also be increasingly fierce. Each production manufacturers will be trying to improve his miniature coach product competitiveness to increase sales, occupy a bigger share of the market,and make greater profit. How to improve mini bus product competitiveness becomes the top priority for the production manufacturers of the moment.This article widely collectesat home and abroad about product competitiveness evaluation, analyzes the research situation of domestic and foreign scholars factors affecting competitiveness of products. With social exchange theory, consumers cognitive theory and consumers value theory as a foundation, on the basis of the theoretical analysis and logical deduction, this article uses depth interview, semantic analysis, sampling investigation, the relevant technology, an empirical study to find main factors that real affect auto product competitiveness from cognitive perspective. This paper using the mathematical statistics, analytic hierarchy process (ahp), and through the methods of qualitative analysis with quantitative index will combine index based on consumer value cognition, constructing competitive power evaluation of automotive products, and the evaluation questionnaire was the reliability and validity of the inspection. Subsequently, combining the expert opinion, the ahp to evaluation system in each index gives relative weights, through the weight of each indicator values, we can see these influence factors of automotive product competitiveness in consumers' idea of a relative importance. More important is by the evaluation system, we can evaluate different brands car market competitiveness size in the same market segment, can find out their vehicles in consumer idea of a favourite degree and the car needs to be improved and realize what index of automotive product competitiveness evaluation and consumer combination of value cognition, the markets and the combination of scientific research, provide automobile product competitiveness evaluation system in unique ways. Based on the automobile product competitiveness evaluation system, the ultimate goal is to be able to monitor car market and can provide a powerful car products developed to improve the basis of automobile products, which is of important significance of competitiveness.