Abstract: Under the premise of the unity of function, material and structure, an evaluation method of product modeling scheme based on competitive analysis and user preference is proposed in order to carry out the evaluation of product appearance scheme effectively, aimed at solving some problems in the process of new product appearance design scheme evaluation, such as strong subjective fuzziness, unreasonable allocation of subjective and objective factors and proportion, which may lead to large errors in the evaluation results. Firstly, the user perceived similarity is obtained by the comprehensive research and analysis of the product model, and the design scheme is preliminarily screened by comparing the similarity between the design scheme and competitive products. Secondly, the comprehensive weight of the product modeling evaluation index is obtained by the entropy weight and the contingency theory. Finally, the overall ranking of product design schemes is calculated by combining the comprehensive weight of product modeling evaluation index with VIKOR method, so as to screen the product innovation schemes with high evaluator satisfaction and low similarity with competitive products in the market. Taking the evaluation of intelligent ejector modeling scheme as an example, the results of different methods are compared to verify the scientific and effectiveness of the proposed method.

Key words: evaluation method, similarity, entropy theory, contingency theory, VIKOR, customer satisfaction