Research on the Evaluation Standard of High End Sense of Passenger Car Brand based on Analytic Hierarchy Process
Under the background of the transformation of domestic automobile consumption to quality and experience, the sense of high-end brand has become the core element of the competition in the passenger car market. At this stage, the traditional evaluation system of the industry focuses too much on vehicle hardware and mechanical performance, ignoring soft dimensions such as users' emotional perception, psychological experience and brand identity. There are many drawbacks, such as one-sided evaluation, qualitative analysis, and lack of standardized quantitative system. In view of the above industry pain points, this paper innovatively builds a two-dimensional calibration framework of function and emotion, breaks the limitations of traditional single function research, and integrates objective engineering parameters and subjective experience perception to carry out systematic research. The research integrates multiple methods such as human physiological experiment, scale evaluation and mathematical modeling, constructs a three-level evaluation system, screens the core quantitative indicators, and completes the threshold calibration based on AHP weighting and high-end sense evaluation model. The empirical results confirm that functional experience is the basic support of high-end sense, emotional experience is the core of brand differentiation, and the degree of two-dimensional coupling directly determines the user's high-end perception level. This study fills the industry gap in the quantitative evaluation of the high-end feeling of passenger cars, and can provide important theoretical and practical support for the high-end R&D of car enterprises and the construction of industry standards.
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