Research On Vertical Differentiation Strategy Of Automotive Product

With the automobile industry gradually standardized, the advanced technology and rich resources of international automobile giants have set up a n o small obstacle to the independent brand car which enters the competitive market at a disadvantage. As the enterprise of poor production technology and quality, it is necessary for independent brand car to carefully study and discuss the problems that how to select the target consumer groups to develop differentiated product strategy, and how to set the technology quality level of differentiated products under the premise of the cost and profit, then finally win the fierce competition in the Chinese automo bile market.The price and quality level of independent automobile new products by vertical differentiation product strategy are analyzed to select effective methods which can improve the quality. After the configuration upgrade policy is selected, this dissertation uses active configuration evaluation based on the theory of technology evolution cycle and input and output benefits to obtain the optimal configuration scheme of automobile products for the specific consumer groups.This dissertation can be divided into three parts. Firstly, the automobile product quality level decision-making under the static and dynamic game theory is presented based on the analysis of automobile industry competitive characteristics and vertical differentiated automotive products. By solving market demand function and profit function, the association about pricing, quality and profit between independent brands and joint venture brands of automobile product is determined. The competition strategy of each enterprise in each stage game is analyzed. The conclusion indicates that improving the level of allocation is the only way to occupy the market and get the profit.Secondly, a new active evaluation model for automobile configuration is proposed. The active evaluation model consists of three steps: First of all, the judgment for the same level vehicle configuration on the market by technology evolution life cycle must be put after selecting the target consumer groups and setting the price level of automotive products. Then, the benefit evaluation of input and output selection of growth configurations are realized by setting evaluation threshold. At last, the highlights configurations are selected by the enterprise specific technology and the target product functional preferences. Ab ove all, the optimal solution of the target product is got.Finally, combined with the automobile consumer behavior survey and the view of the most common consumers, the best-selling car models are researched as the R& D object to get a complete new product automotive electronic configuration program examples. At last, the conclusions are compared and verified with the market rules.