Research On The Diffusion Of Auto Safety Configuration Based On Consumer Psychology

With the rapid development of China’s automobile industry and the increase in car ownership, the high losses caused by traffic accidents is continuing seriously, car safety is attracting more and more attention, automotive safety technology has been rapidly developed and applied. As there are more and more safety configuration in the market, China local brands often based on the research of target cars to carry out safety technical route planning and configuration selection,with a greater blindness and subjectivity. They are lack of scientific theoretical support and objective information analysis method. This article aims to establish a scientific and quantitative auto safety configuration diffusion prediction model for providing an objective and flexible tools for new product definition and technology long-term planning. Specific contents are as follows:Firstly, the impact factors to configure diffusion is analyzed, according to Demand Motivation Theory and Customer Perceived Value Theory. The market plan of configuration is made by automobile manufacturers in considering of consumer demand, their own resources, and market situation.Secondly, the basic safety demand state and its hierarchical division of automotive consumer are identified to support for enterprises’ product positioning.Based on Maslow’s hierarchy of needs theory, different consumers have a different degree of urgency in auto safety demand because of their their personal values,condition and circumstance. In order to have a better understanding of consumer safety demand, 257 hot-selling cars are selected as clustering analysis’ s research object which across price range of 50,000 to 800,000 yuan, and the safety configuration equipped situations are defined as classification variables. The consumers’ safety demand is divided into four categories, named basic safety needs,pragmatic safety needs, comprehensive safety needs and excellent safety needs. The consumers’ interests point in auto safety are analyzed, laying a basis for the diffusion rule study of safety configuration.Thirdly, a configuration assessment model with uncertain multiple-attribute is proposed to study the diffusion rule of safety configuration. The configuration diffusion regularity problem belongs to the typical multiple-attribute decision making problems. With fully consideration of the fuzzy data of factors and decision-making,the assessment model based on fuzzy interval number and AHP is established. And the evaluation index of the model are determined as follows: safety contribution, cost and policy guidance, the quantitative works are also carried out. The concept of configuration’s safety contribution is proposed to providing a standard for achieving the transverse comparison of configuration in a effective and feasible way.Finally, the diffusion rule of auto safety configuration on cars during price range of 80,000 to 100,000 yuan is explored to provide scientific reference for independent companies selecting safety configuration.