霍泉颖 胡慧莹

摘 要：对于新产品的开发最重要的是要准确把握用户需求，而产品在开发阶段到上市中间还存在时间差异。因此如何把握未来市场的需求对汽车企业来说是至关重要的。领先用户的提出很好的解决了企业的问题，领先用户对产品和市场具有超前的判断和需要，并且参与产品设计、规划的意愿较高。准确的识别领先用户为企业后续收集用户需求提供了基础。研究针对汽车市场领先用户的识别开发模型，并以HMI需求研究为例介绍领先用户识别模型的应用。

关键词：领先用户;用户需求;汽车行业;HMI

Abstract： The most important thing for the development of new product is accurately grasping user needs. But there is a period of time between the development stage and product launch. Therefore， it is very important for auto companies to grasp the future market demand. The proposition of leading users solves the problems of enterprises very well. Leading users have advanced judgments and needs for products and markets. And the willingness of leading users to participate in product design and planning is high. Accurate identification of leading users provides a basis for enterprises to collect user needs in the future. This study develops model to identify the leading users in the automotive market. And it introduces the application of the identification model by taking the HMI demand research as an example.

Keywords： Leading users; User needs; Automotive industry; HMI

前言

目前中国汽车市场已经进入存量时代，市场竞争逐步激烈，但产品同质化日渐突出，各车型在安全性、驾驶性等基本面上都能满足用户的使用需求。根据马斯洛需求层次理论，当用户低层次的需求已被满足时，用户的注意力会更多地转移到对其高层次需求的满足上面来。CATARC调研近年来对用户需求的调研也印证了这一点，用户越来越期望有特色、有创新点的产品。而随着用户逐渐年轻化，其需求的迭代速度逐渐加快，今年对大多数用户有吸引力的创新型功能，到了明年就变成了车辆应该标配的基础功能。因此，厂商企划开发一辆满足用户需求的车型越发困难。

1 领先用户研究对汽车行业的意义

新车的车型企划一般在上市3-5年前实行，依靠传统调研方法，在现阶段成功开发出一辆能满足未来用户需求的车型是非常困难的。……