CN112182368B - SUV product concept design system oriented to female consumer preference - Google Patents

SUV product concept design system oriented to female consumer preference Download PDF

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CN112182368B
CN112182368B CN202010994600.XA CN202010994600A CN112182368B CN 112182368 B CN112182368 B CN 112182368B CN 202010994600 A CN202010994600 A CN 202010994600A CN 112182368 B CN112182368 B CN 112182368B
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李文杰
朱上上
董烨楠
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Abstract

The invention discloses a concept design system of an SUV product facing female consumer preference, which comprises a preference data acquisition unit, a clustering unit, an SUV appearance design gene library construction unit, a storage unit, an SUV sample simulation unit and a preference quantification model unit. The preference data acquisition unit acquires the preference of the female consumers, and the clustering analysis is performed on the preference data to divide the female consumers into several groups and describe the typical characteristic information of each group. The method constructs the mapping between the consumer preference and the SUV product appearance design gene through a preference quantization model; and constructing a SUV product concept design system facing female consumer preference based on a preference quantification model, and quickly realizing scheme generation. The invention can obtain the preference value corresponding to the design scheme formed by combining different SUV shape design genes, and can also reversely deduce the corresponding SUV shape design gene combination by setting the target preference value of the female consumption group, thereby realizing bidirectional reasoning and application.

Description

SUV product concept design system oriented to female consumer preference
Technical Field
The invention relates to the field of product appearance design, in particular to a preference quantification model-based SUV product concept design system facing female consumer preference.
Background
China is the largest automobile market in the world, the yield and the sales volume of the Chinese automobile market in 2019 are 2572.1 ten thousand and 2576.9 thousand respectively, and the Chinese automobile market occupies the first world for 11 continuous years. Among them, the suv (sport Utility vehicle) model is always the most speeded up market segment, the proportion of the sales volume to the sales volume of the passenger car is increased from 20.7% in 2014 to 43.6% in 2019, and the gap between the market share and the car is gradually reduced.
According to statistics, 20-50 years old women exceed 2.5 hundred million in China, and the growth of 7 times of male consumers in the living fields of clothing, cosmetics and the like is dominant every year. Meanwhile, over 80% of family consumption is dominated by women, including the purchase of family cars, especially the decision right and the right of family second car, 80% of which belong to women, while women purchase men whose budget far exceeds the same income level, and more women tend to purchase SUV cars.
Women tend to be sensitive in purchasing cars, a nice looking appearance is often the first, and preference for appearance design is a key factor in deciding their purchasing decision. However, the research on the shape design preference of the SUV for women is very little, most of the existing female cars are the result of self-cognition and design experience of designers or the public, and the demands for the characteristics and the preference of the female population in a new era are not deeply understood and mined, so that the models are excessively or extremely sexualized, and the female consumers cannot love and agree on the contrary.
Disclosure of Invention
The invention aims to provide a SUV product concept design system facing female consumer preference based on a preference quantification model aiming at the problems in the prior art. The technical scheme of the invention is as follows:
the invention discloses a system for designing SUV product concept facing female consumer preference, which is based on a preference quantification model and comprises the following components:
the preference data acquisition unit is used for displaying the SUV vehicle type pictures stored by the system and acquiring basic information of female consumers and preference data of the SUV vehicle type in the displayed pictures according to the displayed pictures;
the clustering unit is used for carrying out clustering analysis on the preference data acquired by the preference data acquisition unit and clustering the scored female consumers into a plurality of groups according to a clustering analysis result; defining group tags according to typical characteristics of basic information of female consumers in each group;
the SUV appearance design gene library construction unit is used for extracting and classifying appearance design characteristics in SUV vehicle type pictures stored in the system, defining gene levels under the appearance design characteristics, defining codes for the appearance design characteristics and the genes, and finally constructing an SUV appearance design gene library; wherein, the SUV shape design gene bank stores a plurality of genes under SUV shape design characteristics and different shape design characteristics;
the storage unit is used for storing the SUV vehicle type picture, the data collected by the preference data collection unit and the SUV appearance design gene library;
the SUV sample simulation unit is used for generating an SUV vehicle type picture in a combined mode according to the appearance design characteristics and the gene levels in the SUV appearance design gene library, and the SUV vehicle type picture is stored by the storage unit;
the preference quantization model unit is used for obtaining the weight of each appearance design characteristic in the preference of each group of female consumers and the specific contribution rate of different genes under the appearance design characteristic according to the appearance design characteristic of the SUV vehicle type picture and the preference data of different groups of female consumers corresponding to the picture, and constructing preference quantization models of different groups of female consumers; the preference quantification model can give preference values corresponding to a scheme according to a design scheme formed by combining different SUV shape design genes, or give corresponding SUV shape design gene combinations by setting target preference values of female consumption groups.
Compared with the prior art, the preference data acquisition unit is used for acquiring the preference of the female consumers, and the clustering analysis is performed on the preference data to divide the female consumers into a plurality of groups and describe each group of typical characteristic information.
The invention researches the appearance design characteristics of the SUV by an analytic hierarchy process, and constructs an SUV appearance design gene library; the SUV shape design gene library can be constructed by analyzing a small number of typical original SUV shape design pictures and/or existing market vehicle type data (for example, the classification of the sizes of the existing market SUV vehicle types comprises small, compact, medium and large sizes, and the size classification can be directly stored as the genes of size characteristics into the SUV shape design gene library).
The method constructs the mapping between the consumer preference and the SUV product appearance design gene through a preference quantization model; and constructing a SUV product concept design system facing female consumer preference based on a preference quantification model, and quickly realizing scheme generation.
The invention can obtain the preference value P (preference) corresponding to the design scheme formed by combining different SUV shape design genes, and can also realize bidirectional reasoning and application by setting the target preference value P of the female consumption group and reversely deducing the corresponding SUV shape design gene combination.
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FIG. 1 is a block diagram schematically illustrating the structure of the system of the present invention;
FIG. 2 is a schematic representation of a SUV profiling gene library;
FIG. 3 is a schematic view of front, side and back views of an SUV vehicle;
FIG. 4 is a schematic diagram of a comparison of collected group preference data with preferences learned by designers;
FIG. 5 is a schematic diagram of the analysis of the results of the matching experiment;
FIG. 6 is a schematic diagram of the effect of the SUV sample simulation unit on the patterning of the design scheme of the gene combination;
FIG. 7 is a schematic diagram of default components of an SUV topographical design model;
FIG. 8 is a schematic diagram of the present system interface replacement and editing operations;
FIG. 9 is a schematic diagram of the interactive interface review and delete operations of the system.
Detailed Description
The invention will be further illustrated and described with reference to specific embodiments. The technical features of the embodiments of the present invention can be combined correspondingly without mutual conflict.
As shown in fig. 1, the present invention discloses an SUV product design system facing female consumer preference based on a preference quantification model, which comprises:
the preference data acquisition unit is used for displaying the SUV vehicle type pictures stored by the system and acquiring basic information of female consumers and preference data of the SUV vehicle type in the displayed pictures according to the displayed pictures;
the clustering unit is used for carrying out clustering analysis on the preference data acquired by the preference data acquisition unit and clustering the scored female consumers into a plurality of groups according to a clustering analysis result; defining group tags according to typical characteristics of basic information of female consumers in each group;
the SUV appearance design gene library construction unit is used for extracting and classifying appearance design characteristics in SUV vehicle type pictures stored in the system, defining gene levels under the appearance design characteristics, defining codes for the appearance design characteristics and the genes, and finally constructing an SUV appearance design gene library; wherein, the SUV shape design gene library stores a plurality of genes under SUV shape design characteristics and different shape design characteristics;
the storage unit is used for storing the SUV vehicle type picture, the data collected by the preference data collection unit and the SUV appearance design gene library;
the SUV sample simulation unit is used for generating an SUV vehicle type picture in a combined mode according to the appearance design characteristics and the gene levels in the SUV appearance design gene library, the SUV vehicle type picture is stored by the storage unit and can be displayed by the preference data acquisition unit;
the preference quantization model unit is used for obtaining the weight of each appearance design feature in the preference of each group of female consumers and the specific contribution rate of different genes under the appearance design feature according to the appearance design feature of the SUV vehicle type picture and the preference data of different groups of female consumers corresponding to the picture, and constructing preference quantization models of different groups of female consumers; the preference quantification model can give preference values corresponding to a scheme according to a design scheme formed by combining different SUV shape design genes, or give corresponding SUV shape design gene combinations by setting target preference values of female consumption groups.
In one embodiment of the invention, the preference data collection unit collects preference data to the consumer in the form of providing a semantic difference table; the semantic difference scale adopts a 10-level Lekter scalar quantity form to perform preference scoring, each displayed SUV vehicle type picture is a sample, the preference data acquisition unit acquires the score of a consumer on the vehicle type according to each displayed sample to serve as preference data, the scoring range is 1-10 (any score in the range can be given, and most one digit is arranged after a decimal point), wherein 1 represents that the consumer dislikes the SUV vehicle type displayed by the picture very much, and 10 represents the SUV vehicle type displayed by the picture very much like.
The preference data acquisition unit also acquires basic information of the consumer, wherein the basic information can comprise contents such as demographic characteristics, daily life, working state, SUV use, SUV purchase, SUV design, target and expectation and the like, the consumer selects input according to own will, and the basic information outline is shown in table 1.
The clustering unit in the embodiment is used for importing numerical values into the SPSS execution system to perform clustering on the basis of the obtained preference scores. In this embodiment, data of 630 tested females are obtained, the clustering unit finally clusters the 630 tested females into 5 groups (indicated by G1-G5), analyzes similarity and difference of 5 female consumers, describes features by combining representative basic information of 5 females, defines a label for each group according to the most typical features of each group, and performs rich refinement of important feature information for each group based on the information, and finally presents the group as a female consumer group feature information table, see table 2.
TABLE 1 basic information outline
Figure BDA0002692107030000041
Figure BDA0002692107030000051
TABLE 2 female Consumer group characteristics information Table
Figure BDA0002692107030000052
In an embodiment of the present invention, in an initial situation, the SUV design gene library is pre-divided into a plurality of design features, each design feature is pre-divided into a plurality of genes, and each gene refers to a specific design parameter or a specific design category of the design feature.
And the SUV appearance design gene library construction unit extracts appearance design characteristics in the SUV vehicle type picture according to the pre-divided design characteristics, and stores specific design parameters or design categories of the design characteristics as genes into the SUV appearance design gene library.
FIG. 2 is a schematic diagram of a SUV profiling gene library obtained in the present example. The SUV shape design gene library comprises A-M design characteristics, each characteristic has its own code, and part of the characteristics have characteristic pictures for reference, each design characteristic is subdivided into gene levels, and each gene is provided with a code.
For example, code A represents the "size" of the design feature and code a1 represents the "mini" gene under the "size" feature. For some genes, the SUV profiling gene library gives specific gene images.
In an embodiment of the invention, the SUV sample simulation unit generates and stores the SUV model picture in an orthogonal combination form according to the shape design features and the gene levels in the SUV shape design gene library.
In a specific embodiment of the present invention, the SUV sample simulation unit further includes an SUV appearance design model, the SUV appearance design gene library stores appearance design pictures or size data corresponding to each gene, the SUV sample simulation unit calls the appearance design pictures and the size data corresponding to each gene according to a selected combination scheme of the appearance design genes, adjusts the size of the SUV appearance design model according to the size data, and splices the pictures to the SUV appearance design model to obtain an SUV model picture. The typical original SUV shape design picture and/or the data of the existing market vehicle model (for example, the classification of the sizes of the existing market SUV vehicle models comprises small, compact, medium and large sizes, and the size classification can be directly stored as the genes of the size characteristics in the SUV shape design gene library) can be analyzed by an analytic hierarchy process to construct the SUV shape design gene library, and massive SUV shape design pictures can be produced by the SUV shape design gene library and the SUV sample simulation unit. As shown in fig. 3, an original input picture is shown, and the SUV outline design picture generated by the SUV sample simulation unit of the present invention may be subsequently rendered by three-dimensional modeling, adding a background and a road surface, and rendering the model, so that the generated picture is closer to a real picture and has an aesthetic feeling.
In a specific embodiment of the present invention, the preference data collecting unit only displays the pictures of the 32 hot SUV model types with large differences in appearance design, wherein the more the same genes are used in the SUV model pictures, the smaller the differences in appearance design are. The front, side and back pictures for each vehicle were printed in total as a sample, as shown in fig. 3.
In order to verify the necessity of the system, the system invites 10 professional automobile designers to execute a matching experiment aiming at the obtained 5 groups of user group characteristic information tables and 32 SUV vehicle types as materials, the 10 SUV sample vehicle types are matched one by one for each group of users and are subjected to matching degree sequencing, then data of the matching experiment are converted and processed, the data are unified with preference values in form, and the processing process is illustrated by taking G1 groups of data as an example, as shown in FIG. 4; then, the processed matching experiment data and the preference value are subjected to correlation analysis in the SPSS (analysis results are shown in FIG. 5), and the analysis finds that the analysis results of the G1 and G4 groups of data show weak correlation (correlation coefficient r is less than 0.5), which indicates that the preferences of the two groups of female consumers are inconsistent with the perception of the preferences of designers, and the results also prove the necessity and the urgency of directly matching and mapping the preferences of the female consumers and the SUV shape design genes in consideration of the diversity of the preferences of the consumers.
According to the invention, based on the acquired preference values, joint analysis is performed in the SPSS to obtain the weight (q, import) of each appearance design feature in each group of female consumer preferences, the specific contribution rate (u, availability) of appearance design genes of different levels and the constant (c).
The preference quantization model unit constructs a preference quantization model, which is a mapping model between female consumer preference and SUV shape design genes, as shown in formula 1:
Figure BDA0002692107030000071
wherein q is relative importance representing the degree of influence of the SUV appearance design features on female consumer preferences, and q is used for weight values of different appearance design featuresa~qnTo represent; u is a utility coefficient representing the contribution rate of different levels of SUV design genes contained in the design features to the influence of female consumer preferences
Figure BDA0002692107030000072
A to n represent the code of the design feature, and x is the code of the specific SUV configuration design gene; c represents a constant. By substituting the combined analysis result, preference values P (preference) corresponding to design schemes formed by combining different SUV appearance design genes can be obtained, and bidirectional reasoning can be realized by setting target preference values P of female consumption groups and reversely deducing corresponding SUV appearance design gene combinations.
Based on the preference quantification model, the combination scheme of the optimal SUV shape design genes matching the preference of the group G4, for example, [ a2, b2, c1, d2, e1, f2, G1, h3, i3, j2, k2, l3, m3], can be used to graphically express the combined design scheme by using the SUV sample simulation unit, as shown in fig. 6.
The system of the invention has a concrete implementation mode that: the system adopts a B/S architecture, and performs data exchange between the browser and the server; the data layer uses a local file system to realize the storage of system data, the data of each user is respectively stored in each JSON file in a JSON format, the user data comprises a user name, a password and a history storage concept design scheme, and the history storage design scheme data comprises codes and coordinates of appearance design genes corresponding to each appearance design component; the application layer loads a local JSON file through an AJAX technology, and writes data into the local JSON file by using JavaScript; and the presentation layer realizes WEB webpage front-end display by using HTML and CSS languages.
In order to ensure the expression effect of the whole vehicle design scheme, default design components, such as tires, lamps and vehicle head and tail lines, are added into the system, as shown in fig. 7 (a default model of an SUV appearance design model); the preference quantification model unit is used as an interaction unit between the system and the user, and can also comprise a login module, an alternative scheme display module, a product scheme preview module, a history storage design scheme browsing module and other modules, wherein the modules can establish access and modification relation between the user and data in the storage unit; the system can realize operations of providing SUV appearance design scheme recommendation aiming at target preference values of target female consumer groups, browsing alternative schemes, replacing and editing appearance design genes of the current SUV design scheme and storing the design scheme, as shown in FIG. 8; the history saving scheme may also be consulted and deleted by the system, as shown in fig. 9.
The above-mentioned embodiments only express several embodiments of the present invention, and the description thereof is more specific and detailed, but not construed as limiting the scope of the present invention. It should be noted that, for a person skilled in the art, several variations and modifications can be made without departing from the inventive concept, which falls within the scope of the present invention. Therefore, the protection scope of the present patent shall be subject to the appended claims.

Claims (6)

1. A system for designing SUV product concepts oriented to female consumer preferences, comprising:
the preference data acquisition unit is used for displaying the SUV vehicle type pictures stored by the system and acquiring basic information of female consumers and preference data of the SUV vehicle type in the displayed pictures according to the displayed pictures;
the clustering unit is used for carrying out clustering analysis on the preference data acquired by the preference data acquisition unit and clustering the scored female consumers into a plurality of groups according to a clustering analysis result; defining group tags according to typical characteristics of basic information of female consumers in each group;
the SUV appearance design gene library construction unit is used for extracting and classifying appearance design characteristics in SUV vehicle type pictures stored in the system, defining gene levels under the appearance design characteristics, defining codes for the appearance design characteristics and the genes, and finally constructing an SUV appearance design gene library; wherein, the SUV shape design gene library stores a plurality of genes under SUV shape design characteristics and different shape design characteristics;
the storage unit is used for storing the SUV vehicle type picture, the data collected by the preference data collection unit and the SUV appearance design gene library;
the SUV sample simulation unit is used for generating an SUV vehicle type picture in a combined mode according to the appearance design characteristics and the gene levels in the SUV appearance design gene library, and the SUV vehicle type picture is stored by the storage unit;
the preference quantization model unit is used for obtaining the weight of each appearance design characteristic in the preference of each group of female consumers and the specific contribution rate of different genes under the appearance design characteristic according to the appearance design characteristic of the SUV vehicle type picture and the preference data of different groups of female consumers corresponding to the picture, and constructing preference quantization models of different groups of female consumers; the preference quantification model can give preference values corresponding to a scheme according to a design scheme formed by combining different SUV shape design genes, or give a design scheme formed by combining corresponding SUV shape design genes by setting target preference values of a female consumption group;
the preference quantization model constructed by the preference quantization model unit is as follows:
Figure FDA0003556811950000011
p is a preference value, q is the weight of each appearance design feature in the preference of the selected group female consumers, u is the specific contribution rate of the appearance design genes of different levels, namely the utility coefficient, c is a constant, and a-n represent the codes of the design features.
2. A female consumer preference oriented SUV product concept design system according to claim 1, wherein said preference data collection unit collects preference data to consumers in the form of a semantic difference scale; the semantic difference scale comprises a plurality of pairs of opposite meaning and adjectives, each displayed SUV vehicle type picture is a sample, and the preference data acquisition unit acquires scores of consumers to each pair of meaning and adjectives according to each displayed sample and uses the scores as preference data.
3. The system of claim 1, wherein under initial conditions, the SUV design gene library is pre-divided into a plurality of design features, each of which is pre-divided with a plurality of genes, and the genes refer to specific design parameters or design categories under the design features;
and the SUV appearance design gene library construction unit extracts appearance design characteristics in the SUV vehicle type picture according to the pre-divided design characteristics, and stores specific design parameters or design categories of the design characteristics as genes into the SUV appearance design gene library.
4. The system of claim 1, wherein the SUV sample simulation unit generates and stores SUV model pictures in an orthogonal combination form according to the profile design features and gene hierarchy in the SUV profile design gene library.
5. The system of claim 4, wherein the preference data collection unit displays only a plurality of typical SUV model pictures with more different appearance designs, wherein the more identical genes are used in the SUV model pictures, the less the difference in appearance designs.
6. The system of claim 1, wherein the SUV sample simulation unit further includes an SUV outline design model, the SUV outline design gene library stores outline design pictures or dimension data corresponding to each gene, the SUV sample simulation unit retrieves the outline design pictures and dimension data corresponding to each gene according to a selected combination scheme of the outline design genes, adjusts the dimensions of the SUV outline design model according to the dimension data, and splices the pictures to the SUV outline design model to obtain the SUV model picture.
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Record date: 20230706

Application publication date: 20210105

Assignee: Zhejiang Donghao Information Engineering Co.,Ltd.

Assignor: JIANG University OF TECHNOLOGY

Contract record no.: X2023980037553

Denomination of invention: SUV Product Concept Design System for Female Consumer Preferences

Granted publication date: 20220517

License type: Common License

Record date: 20230706