Research on the Evaluation of High-end Sense of Passenger Car Brand based on the Differentiation of Market Segments

Abstract

China's auto industry is moving from scale expansion to value escalation, and high-end has become the key for local brands to break through the stock competition. However, as a complex subjective user perception, the high-end sense has long lacked measurable and reproducible industry evaluation standards, and car companies are generally facing cognitive difficulties. This paper takes the high-end sense of passenger car brand as the research object, and focuses on cars SUV, MPV, The five major market segments of off-road vehicles and sports cars put forward a three-tier, nine dimensional theoretical model of the physical layer, the experience layer, the meaning layer, and made clear the operational definition of the high-end feeling. Relying on expert think tanks and multi City empirical platforms, integrating AHP entropy weight and game theory combination weighting, this paper constructs differentiated evaluation criteria suitable for the five major market segments; Combined with fuzzy comprehensive evaluation TOPSIS, The normal cloud model is used to build the mathematical framework of comprehensive index calculation and grade discrimination. Empirical results show that there are significant differences in the weight of high-end sense in each market segment: cars value quietness and driving texture, SUVs focus on space and full scene experience, MPVs focus on the second row of noble feelings, SUVs rely on mechanical and credible narratives, and sports cars highlight the scarcity of performance and symbols. This study makes up for the gap in the evaluation standard of high-end sense in the industry, provides the basis for product definition, testing and validation and brand building, and also lays the method foundation for the transformation of achievements into industry standards.