中国自主品牌经过近20年的高速发展，取得了举世瞩目的成就，同时也要看到， 中国自主品牌产品在市场竞争力方面，与国外汽车巨头相比还存在巨大差距。中国制 造2025政策也要求汽车自主品牌必须由粗制滥造向高技术含量、智能互联、节能环保 等方向上发展。本文以研究提高汽车自主品牌竞争力的方法为目的，希望对汽车产品 开发与销售有所帮助，本文研究的主要内容有: 通过详细研究定位理论、汽车消费心理等理论，找出评价和提升产品竞争力的正 确途径。经过研究发现，美国著名战略咨询大师杰克?特劳特提出的定位理论相对于传 统市场调研方法有着更加先进的理念，更适用现在的市场竞争环境。找出评价和提升 产品竞争力的关键要素。经过研究发现，影响消费者购车行为的四大关键要素，分别是 品牌竞争力要素、价格竞争力要素、销售竞争力要素和产品技术竞争力要素。 通过实地市场调研分析，并结合美国经济学教授菲利普?科特勒和著名营销专家尼 科西亚的相关消费者决策理论，总结出消费者购车行为的四大决策过程，即信息关注 阶段、现场勘察阶段、驾乘体验阶段和回顾决定阶段。四个阶段分别对应着消费者购买 决策行为的心智门槛、第一印象、留住心智、赢得心智等行为。 通过研究各要素之间的关系，建立汽车消费者决策模型，并对模型中的各要素进 行量化分析，从而能够很清楚得出汽车新产品是否真正具备市场竞争力。 本文以海马自主品牌为实践基础，依据本文建立的汽车消费者决策模型，并对标 竞争对手丰田卡罗拉，提出了针对性的改善建议。 笔者认为，采用本文的汽车产品竞争力研究方法，可以对该产品进行准确的市场 定位，从而清楚的找出该产品所具备的优势和存在的劣势。同时，通过消费者决策模型 对产品竞争力进行量化，得出竞争力指数，从而更加清晰地判断该产品是否有足够的 竞争力来适应市场。采用本文的汽车产品竞争力研究方法，还可以对该产品进行重新 定位，针对一系列量化的竞争力指标，提出针对性的提升方案，从而提升产品竞争力， 战胜对手。 总之，本文所研究的产品竞争力方法可以有效的指导汽车产品的开发与销售，具 有一定的实际应用价值。 关键词：聚焦；新品类；定位；敏感度；心智 西南交通大学硕士研究生毕业论文 第II页 Abstract After nearly 20 years of rapid development, China's own brand has made remarkable achievements. At the same time, we should also see that China's own brand products in the market competitiveness, compared with foreign automobile giants, there is still a huge gap. Made in China 2025 policy also requires the automobile independent brand must be from the rough to high-tech content, intelligent interconnection, energy conservation and environmental protection direction. In order to improve the competitiveness of automotive independent brand, this paper aims to help the development and marketing of automotive products. Through the detailed study of positioning theory, automobile consumption psychology and other theories, find out the correct way to evaluate and enhance product competitiveness. It is found that the positioning theory proposed by Jack Trauma, a famous American strategic consultant, has more advanced ideas than the traditional market research methods, and is more suitable for the current market competition environment. Identify key elements for evaluating and improving product competitiveness. It is found that the four key factors affecting consumer purchase behavior are brand competitiveness, price competitiveness, marketing competitiveness and product technology competitiveness. Through field Market Research and analysis, combined with the relevant consumer decision-making theory of Philip Bottler, professor of American economics, and Nicosia, a famous marketing expert, this paper summarizes the four major decision-making processes of consumer car purchase behavior, namely, information attention stage, on-site investigation stage, driving experience stage and review decision stage. The four stages correspond to the mental threshold, the first impression, retaining the mind, winning the mind and so on. Through the study of the relationship between the various factors, the competitiveness model of automobile products is established, and the factors in the model are analyzed quantitatively, so that it can be clearly concluded whether the new automobile products really have market competitiveness. Based on the self-owned brand of Hippocampus, this paper establishes a model of automobile product competitiveness, and puts forward some suggestions for the improvement of the competitor Toyota Canola. 西南交通大学硕士研究生毕业论文 第III页 The author believes that the automobile product competitiveness research method in this paper can be used to accurately market positioning of the product, so as to clearly identify the advantages and disadvantages of the product. At the same time, through the competitiveness model to quantify the competitiveness of the product, the competitiveness index is obtained, so as to more clearly judge whether the product has enough competitiveness to adapt to the market. Using the research method of automotive product competitiveness, we can deposition the product, and put forward a targeted promotion scheme aiming at a series of quantitative competitiveness indicators, so as to enhance product competitiveness and defeat the opponents. In short, the product competitiveness method studied in this paper can effectively guide the development and marketing of automotive products, and has a certain use value. key words: focus new category location sensitivity mind 西南交通大学硕士研究生毕业论文 第IV页 目 录 第1章 绪论 ............................................................................................................................ 1 1.1 研究背景 .................................................................................................................... 1 1.2 研究目的和意义 ........................................................................................................ 2 1.3 国内外发展现状 ........................................................................................................ 3 1.3.1 国外发展现状 .................................................................................................. 3 1.3.2 国内发展现状 ................................................................................................ 4 1.3.3 国外与国内发展阶段对比 ............................................................................ 6 1.4 研究内容 .................................................................................................................... 6 1.5 本章小结 .................................................................................................................... 7 第2章 理论综述 .................................................................................................................... 8 2.1 定位理论的应用提出 ................................................................................................ 8 2.2.1 定位理论简介 .................................................................................................. 8 2.2.2 定位理论分析 .................................................................................................. 9 2.2.3 定位理论在国内的应用探讨 ........................................................................ 10 2.3 新品类理论研究 ...................................................................................................... 10 2.3.1 品类的概念 .................................................................................................... 10 2.3.2 创建新品类的机理 ........................................................................................ 11 2.3.3 产品竞争力就是创建新品类 ........................................................................ 11 2.3.4 创建新品类的方法 ........................................................................................ 11 2.3.5 品牌建设理论 ................................................................................................ 14 2.4 心智行为理论研究 .................................................................................................. 15 2.5 顾客决策敏感度研究 .............................................................................................. 15 2.6 消费者决策过程研究 ...................................................................................