Abstract: The value of commercial trucks as a means of transport is no longer simply reflected in creating maximum operating profits when standard load logistics transportation market is developing rapidly. Based on the study of relevant data and practical investigation summary, trend of truck drivers' demand for commercial truck products is analyzed from three dimensions of operation scenario, regulation policy and consumption concept. The conclusion is that the competitiveness of commercial truck products mainly showed by high-quality, comfortable, intelligent upgrading achievements. A prediction in the next 3～5 years that the development trend of commercial truck products would focus on constantly meeting customers' material and spiritual needs, besides providing feasible suggestions for enterprises to enhance product competitiveness in the future is made.

Key words: Operation scenario; Consumption concept; Customer demand; Product value

摘要： 随着公路标载物流运输行业的快速发展，重型商用车作为运输工具的价值不再单纯体 现在创造最大运营利润上。文章在研究相关数据和实地调研总结的基础上，从运营场景、法 规政策、消费观念三个维度解读司机对重型商用车产品的需求变化趋势，总结出近几年重型 商用车产品竞争力主要通过高端化、舒适化、智能化的提升来实现，阐释了推动产品价值提 升的外部和内在因素，预测了未来 3 到 5 年，重型商用车产品的发展趋势将重点围绕客户的 物质和精神需求被不断满足来开展，为企业下一步产品竞争力提升提供可行性建议。

关键词: 运营场景；消费观念；客户需求；产品价值