中国乘用汽车客户需求研究（设计篇）.ppt

中国乘用车客户需求研究 (设计篇) Study on Chinese Customers Needs of Passenger Car (Design),本分析是基于“中国一、二级城市和中高级/中级/中低级细分市场客户”的基础上提出的 Area Range: based on the information from Chinese 1st, 2nd class cities (more developed) Car Range: Mid-lower / Mid / Mid-upper,中国人的 DNA 和汽车设计策略 Chinese DNA and Car Design Strategy 形态设计 Styling . “图形”设计 Graphic Design . 尺寸与比例 Dimension and Proportion . 形与面设计 Form and Surface Design . 细节设计 Detail Design . 新的设计(功能不变,形态变化) New Design (Form update without function changes),功能配置与人性化设计 Feature and Ergonomical Design,色彩与材质 Color and Material,目录 Content,中国乘用车客户需求 (设计篇) Study on Chinese Customers Needs of Passenger Car (Design),Affluent,A,Intelligent,I,Safety,Sophisticated,S,Authority,A,中国人的 DNA 和汽车设计策略,身份、地位、阶层、体面,圆融、自尊、自信、中庸,敬天、重死、可靠、趋吉,ASIA,智慧、机敏、求新、求变,发展、成功、营利、超越,Active,权威,世故,安全,聪明,富裕,活力,乐观、积极、亲和、向上,Chinese DNA and Car Design Strategy,Status , Estate, Identity,Modest, Mild, Confident,God-respected, Reliable, Auspicious,Brilliant, Smart, Seeking changes,Developing, Successful, Making profit,Optimized, Positive, Approachable,中国乘用车客户需求 (设计篇) Study on Chinese Customers Needs of Passenger Car (Design),中国人的 DNA,身份、地位、阶层、体面,圆融、自尊、自信、中庸,敬天、重死、可靠、趋吉,智慧、机敏、求新、求变,发展、成功、营利、超越,权威,世故,安全,聪明,富裕,活力,乐观、积极、亲和、向上,尊贵稳健 中正平和 天人合一 友善亲和 乐观自信 快乐富有 安全可靠 稳中求新,Elegant, stable, gentle Integrated, friendly, approachable Positive, confident, happy, rich Safe, reliable, seeking changes,中国乘用车客户需求 (设计篇) Study on Chinese Customers Needs of Passenger Car (Design),形态设计 Styling “图形”设计 Graphic Design,中国乘用车客户需求 (设计篇) Study on Chinese Customers Needs of Passenger Car (Design),优雅 尊贵 稳健 Elegant, Stable,平庸 简陋 局促 Normal, Plain,中国消费群对二维图形Graphic的反应判断能力（要求）远比对三维形态的判断能力要高。对二维图形特征较明显的前后灯具、格栅、车身侧形态、侧窗等会有明确的反应并会产生联想。 Chinese customer pay more attention to the graphic design, such like lamps, grille, profile and side window, than 3D design.,中国消费群崇尚接受的二维形态是尊贵稳健、大气豪迈、整体简约 、舒展流畅、中正平和、积极正面、和谐韵称、友善亲和、快乐富有、但并不排斥新事物 Popular 2D-design in China is: elegant, stable, simple, smooth, positive, approachable,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,气派富贵显达,小器窘迫局促,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,律动不息 圆融丰硕 Elegant Smooth,锋芒毕露 攻击侵略 Aggressive,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,整体 简约 舒展 流畅 Integrated, flowing,繁杂 琐碎 笨拙 沉重 Clumsy, too busy,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,微笑和气生财 Smile-face,Strange 冷漠怪异猥琐,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,活力 亲和 友善 自信 Active, approachable, confident,另类 张扬 夸张 自恋 Exaggerated, narcissus,形态设计 Styling “图形”设计 Graphic Design,Like,Dislike,形态设计 Styling 尺寸和比例 Dimension and Proportion,形态设计 Styling 尺寸和比例 Dimension and Proportion,能接受较长的轴距和较紧凑的前后悬设计 能接受较倾斜的前风窗和A柱设计（认为是“流线型”的特征）但尚不能接受偏短的车头（引擎盖） 视觉上偏爱较宽较低的车身形态（大气、稳定）不能接受偏窄偏高的车身形态（小器、不稳定） 在一、二级城市二厢车的形态被逐渐接受，但三厢车的绝对销量和市场占有率增长幅度仍大大超过 二厢车 对车身侧面上扬的腰线、较小的侧窗和偏短的行李箱的接受仍需要一定时间 Accept long wheelbase and short front / rear overhang Prefer fast-lean windshield and A pillar (regard it as streamline), dislike short front or short hood. Prefer lower and wider body style, dislike narrow and high body style. In 1st and 2nd class (more developed, such like Beijing, Hangzhou) cities, HB becomes more and more popular. However, NB still sells better according to its sales volume and market share. It still needs some time to make sure whether customer accept the ascending waistline, smaller side window and shorter trunk,不同长/高比例的三厢轿车 产生不同的心理感受 Different feeling with different proportion,大气 沉稳 豪华 Elegant, stable and luxury,厚重 笨拙 卡通 Heavy and too cartoon-like,均衡 协调 流畅 Harmony, poise and Dynamic,形态设计 Styling 尺寸和比例 Dimension and Proportion,在一、二级城市二厢车的形态被逐渐接受，但三厢车的绝对销量和市场占有率增长幅度仍大大超过二厢车 In 1st and 2nd class (more developed, such like Beijing, Hangzhou) cities, HB becomes more and more popular. However, NB still sells better according to its sales volume and market share,动感有流畅的线条、不过于厚重笨拙 Dynamic with flowing lines, not clumsy,形态设计 Styling 尺寸和比例 Dimension and Proportion,视觉上偏爱较宽较低的车身形态（大气、稳定） Prefer lower and wider body style (Stable) 不能接受偏窄偏高的车身形态（小器、不稳定）Dislike narrow and high body style (Clumsy),形态设计 Styling 尺寸和比例 Dimension and Proportion,对车身侧面上扬的腰线、较小的侧窗和偏短的行李箱的接受仍需要一定时间 It still needs some time to make sure whether customer accept the ascending waistline, smaller side window and shorter trunk,形态设计 Styling 尺寸和比例 Dimension and Proportion,能接受较倾斜的前风窗和A柱设计（认为是“流线型”的特征）,但尚不能接受偏短的车头（引擎盖） Prefer fast-lean windshield and A pillar (regard it as streamline). However, they dislike short front or short hood.,同一细分市场内车型,中国消费群更偏爱有较大的车轮 Prefer bigger wheel in same car segment,形态设计 Styling 尺寸和比例 Dimension and Proportion,形态设计 Styling 形与面设计 Form and Surface Design,“形、面” 也是中国消费者所能感受并能隐约评价的,但往往只有最精彩或最失败惹眼的部分能被明确指出。 Form and Surface Design could be felt and evaluated by Chinese customers. 主流取向:成功的形面处理所营造的大气流畅、饱满有力、洗练精巧（精致）的形面和体感会给人以华丽富贵、自然健康、平衡协调、现代时尚、高价值和品质感等心理感受,最能打动人心。 Mainstream preference: elegant, flowing, delicate surface and form make people feel natural, healthy, harmony, fashion with high value and quality. 反之会产生怪异、琐碎、杂乱、突兀、另类等不舒服的心理感受 v.v. make people feel strange, busy, aggressive etc.,形态设计 Styling 形与面设计Form and Surface Design,形态设计 Styling 形与面设计Form and Surface Design,“形、面” 也是中国消费者所能感受并能隐约评价的,但往往只有最精彩或最失败惹眼的部分能被明确指出。 Form and Surface Design could be felt and evaluated by Chinese customers. 主流取向:成功的形面处理所营造的大气流畅、饱满有力、洗练精巧（精致）的形面和体感会给人以华丽富贵、自然健康、平衡协调、现代时尚、高价值和品质感等心理感受,最能打动人心。 Mainstream preference: elegant, flowing, delicate surface and form make people feel natural, healthy, harmony, fashion with high value and quality. 反之会产生怪异、琐碎、杂乱、突兀、另类等不舒服的心理感受 v.v. make people feel strange, busy, aggressive etc.,形态设计 Styling 形与面设计Form and Surface Design,“形、面” 也是中国消费者所能感受并能隐约评价的,但往往只有最精彩或最失败惹眼的部分能被明确指出。 Form and Surface Design could be felt and evaluated by Chinese customers. 主流取向:成功的形面处理所营造的大气流畅、饱满有力、洗练精巧（精致）的形面和体感会给人以华丽富贵、自然健康、平衡协调、现代时尚、高价值和品质感等心理感受,最能打动人心。 Mainstream preference: elegant, flowing, delicate surface and form make people feel natural, healthy, harmony, fashion with high value and quality. 反之会产生怪异、琐碎、杂乱、突兀、另类等不舒服的心理感受 v.v. make people feel strange, busy, aggressive etc.,形态设计 Styling 形与面设计Form and Surface Design,“形、面” 也是中国消费者所能感受并能隐约评价的,但往往只有最精彩或最失败惹眼的部分能被明确指出。 Form and Surface Design could be felt and evaluated by Chinese customers. 主流取向:成功的形面处理所营造的大气流畅、饱满有力、洗练精巧（精致）的形面和体感会给人以华丽富贵、自然健康、平衡协调、现代时尚、高价值和品质感等心理感受,最能打动人心。 Mainstream preference: elegant, flowing, delicate surface and form make people feel natural, healthy, harmony, fashion with high value and quality. 反之会产生怪异、琐碎、杂乱、突兀、另类等不舒服的心理感受 v.v. make people feel strange, busy, aggressive etc.,形态设计 Styling 细节设计 Detail Design,镀铬门拉手 Chromed handles,加装带镀铬饰件的侧装饰条 Chromed bars decorate on the body sides,与车身同色的门拉手 Handel with body-color,形态设计 Styling 细节设计 Detail Design,“细节”其实也是最容易被中国消费者关注和评价的 In fact, Chinese customer concern and evaluate mostly is the detail design 中国消费者崇尚精湛的丰富多彩的细节设计和精致的高品质制造 Chinese customer like well-designed details with high quality 精湛的细节设计和高品质制造体现创意、工艺、技术、品质和价值感以及制造商的能力水平和诚意 Delicate detail design expresses innovation, craft, technology, perceptual quality and capability of manufactures.,专门为中国消费者推出的中国版CAMRY比北美/日本版CAMRY增加了更多的细节设计 More details in Chinese Camry,出于对最新安全法规考虑的新丰田家族发动机盖开启边界仍被更传统的更稳健的开启形式所代替。 Different hood cut-line between NA/JAP and CHINA,形态设计 Styling 细节设计 Detail Design,“细节”其实也是最容易被中国消费者关注和评价的 In fact, Chinese customer concern and evaluate mostly is the detail design 中国消费者崇尚精湛的丰富多彩的细节设计和精致的高品质制造 Chinese customer like well-designed details with high quality 精湛的细节设计和高品质制造体现创意、工艺、技术、品质和价值感以及制造商的能力水平和诚意 Delicate detail design expresses innovation, craft, technology, perceptual quality and capability of manufactures.,形态设计 Styling 新的设计(功能不变,形态变化) New Design (Form update without function changes),与后保险杠一体化的双排气管设计 Double vents integrated in the rear bump,CIVIC新颖双层组合表 Civic innovate double-layer cluster,CIVIC新颖手制动设计形态 Civic innovate hand brake,鲨鱼鳍天线 Shark antenna,圆形穿透性前雾灯 Projector fog lamp,形态设计 Styling 新的设计(功能不变,形态变化) New Design (Form update without function changes),功能配置与人性化设计Feature and Ergonomical Design,Benz S,Honda odyssey,BMW 5,Audi A6L,Navigationg / DVD,Turn-push (I-Drive) 集中信息控制系统,集中信息控制和Navigationg / DVD系统 Multimedia interface,功能配置与人性化设计 Feature and Ergonomical Design,后座空调、音响等控制系统 HVAC and ELEC. Control in the rear,方向盘操控音响、信息系统按钮 Steering wheel control elec. system,操控按钮更多的中控区域 （男性乘客接受、女性乘客不接受） More buttons in center stack Male tend to like while female not.,中控台/方向盘和后座空调、音响等控制系统 Center stack, steering wheel and HVAC, Elec.,功能配置与人性化设计 Feature and Ergonomical Design,多种方式、不同区域、不同用途的储物空间 Storage space in multi ways, multi area with multi functions,功能配置与人性化设计 Feature and Ergonomical Design,Ford iosis Concept,LED灯具、AFS系统,带LED的侧转向灯（后视镜） Door mirror with LED,汽车灯具 Lamps,功能配置与人性化设计 Feature and Ergonomical Design,电动操控行李箱开关 Trunk open button,Engine Start Button,倒车雷达 Back-car radar,电子控制和其他 Elec. and others,MP3接口,蛇形变速操纵 （自动档操作形式Step-Gate） Step-gate shift,功能配置与人性化设计 Feature and Ergonomical Design,高档车后座乘客用工作台和腿垫 Worktable and leg-mat in the rear of luxury car,大型天窗(双天窗) Big scale panoramic sunroof (double sunroof),汽车天窗和后座的豪华配置Panoramic sunroof and luxury features in the rear,功能配置与人性化设计 Feature and Ergonomical Design,色彩与材质 Color and Material,内饰的颜色主流倾向仍接受深浅双色搭配。深色为深褐色或更深（黑色）,浅色为米黄色（暖色系），注重温馨、素雅的心理感觉 材质注重手感、触感、柔软、舒适 对座椅面料的材质选择更倾向于皮质 Mainstream tune of interior tends to be a match of dark and light color, such as dark brown and beige focusing on the environment of comfortable and warm Material selecting concentrates on touch feelings which should be soft and comfortable Prefer leather seat material,色彩与材质 Color and Material,由于中国“一哄而上，迅速泛滥，一哄而散”的市场特点，木纹饰件在中国所有车型中盛行。中、低端车木饰件品质低劣，引起大部分消费者反感，在中高级车中木饰件会继续使用。但对颜色、材质、品质会有更高要求。 Wood trim is popular in almost all the models in China. Customers are disgusted with bad wood in low level models. However, the trend of wood with good quality would be continuing popular in mid and luxury segments.,偏浅的黄色木饰件被认为较年轻时尚。在中高级车中偏深的木饰件更受欢迎 Light wood color is regard as young and fashion. In mid and luxury segments, darker wood is more popular.,金属饰件被中、青年用户普遍接受，认为“时尚、现代、科技、质感”。中、老年用户可能会有“冷、不够温馨”的感觉 Metal is getting more popular with younger customer for its modern and high-tech image. However, elder customer would see it too cool and not warm enough.,色彩与材质 Color and Material,在中高级和中级轿车中，黑色占绝对主流地位（分别为70和60） 在中级和中低级轿车中,银（灰）色占有较大比例（分别为25和30） 白色在中小型车中所占比例较高,达20左右 蓝色是继黑色、银（灰）色、白色后排位第四的颜色（约26） 红色和绿色等较个性化颜色仅占14 - 以上数据来自 PPG 2006年上半年统计 In mid-upper and mid segments, black is the absolutely No 1 choice.(70% and 60%) In mid and mid-lower segments, silver possesses relative bigger scale.(25% and 30%) white takes relative bigger part in mid and small segments.(20%) Blue ranks 4th after black, silver and white. (2%-6%) Red and green take only 1%-4%. -According to statistics of PPG 2006 1st half year,在车身油漆色漆和金属漆的选择中，中国消费者更偏向金属漆 与前几年的统计数据相比，银（灰）、白色等中性色彩的比重在逐渐增加，从油漆颜色的喜好度看，与中国传统主流消费群审美观仍十分吻合,大气传统稳健仍属主流,而个性时尚占的比例仍十分低。 Chinese customer prefer metal color to solid color. Compare to statistics of last several years, silver and white are taking bigger share. Conclusion: Chinese customer prefer traditional and elegant style even when they selecting the painting.,车身油漆颜色 Body painting,结论 Conclusion: 在今天中国日新月异的消费环境中，人们追求时尚、喜新厌旧的审美心理十分正常，但极大多数中国乘用车客户的审美观并没有发生本质的区别和变化(出于中国人的“ DNA”) 尽管有一部分人（可能是潜意识的）因怕被人说“老土、保守”会刻意表示追求“个性、时尚和新颖”,但在购买汽车这样一个对中国消费者来说不小的消费行为中最终还是在品牌、质量、价格、使用环境等种种因素影响下，选择较中正平和、大气、传统、比例协调、外型流畅的车型。 这也是在各类调查中，不被看好的、较传统稳健、甚至中庸落伍的车在中国市场上却有极好的表现，而在调查中被认为“时尚动感”的车却很难有好的表现的最主要原因。近十年来屡屡要被媒体逐出市场的“老捷达、桑塔那、夏利们”却依然顽强地站在06销售排行榜的前列。 Today, consuming situation is changing day after day, however, most Chinese passenger car customers havent change their taste of cars substantially. Some customers do not like to be regard as conservative and out of date, and they would say they are also pursuing fashion and innovation, however, when they are buying a product as big as car, they would still select the harmony, flowing and more traditional style, cause the synthesis of brand, quality, price and using environment. Thats why most of the traditional models perform good in market but do bad in clinics. Thats why Jetta, Santana and Xiali still ranks high in the 06 top sales list.,丰田公司在将原年轻时尚动感的日本/北美版CAMRY引入中国市场作本土化改进设计时，将年轻时尚动感的元素改为尊贵、稳健,不可谓不成功.上市半年如愿完成60000辆销售目标，并以12月份14411辆的成绩轻松登上中国中高级轿车销售榜首。 Toyotas localiza