Study On Consumer Response And Optimization Of Electric Vehicle Incentive Policies

As the basic and service industries of national economy and social development,transport sector is the carrier of logistics and passenger flow in social economic activities.At the same time,the transportation sector is the key industry of oil consumption,which is one of the important sources of greenhouse gas and air pollution emission.With the development of economy and the improvement of people's living standard,the energy consumption and exhaust emissions of the transportation department will be further intensified.In order to alleviate the above problems,the world is going to promote clean and energy-saving vehicles,especially electric vehicles,as the future development direction of automobile industry.In order to promote electric vehicles,China's government has introduced a number of policies to guide or motivate the adoption of electric vehicles.But the current market share of electric vehicles is still low,and consumers' enthusiasm for buying electric vehicles needs to be improved.Therefore,the effectiveness and pertinence of these policies are worth investigating.In addition,government or enterprises can only be assisted or guided role in the development and maturity of an industry,the ultimate impetus for industrial development should be private consumers.Therefore,we need to correctly grasp the psychological-behavior response of private consumers for the electric vehicle incentive policies.This is not only helpful for electric vehicle manufacturers to formulate targeted marketing strategies in product development design,product positioning and pricing,but also for government to adjust future incentive policies.This paper first collects the relevant policies promulgated by the central government since 2009,and carries on the frequency statistics from the promulgation year,publishing body,policy form,incentive way,and incentive aspect.This paper then analyzes the general development process and the law of change in the past 10 years,and probes into the specific contents,development rules and characteristics of various policies in different periods.Through the large sample survey data,consumers' cognition of various incentive policies is measured.Based on the customer's scoring situation of different policy combinations,consumers' preference for different policy incentives are analyzed by using the joint analysis method.This paper also explores the differences of consumer policy perceptions and preferences in different demographic characteristics.Based on the macroscopic statistic data,the panel data model is used to describe the influence of the no purchasing restriction policy,no driving restriction policy and other incentive policies on consumers' actual purchasing behavior.This paper proposes a policy scheme that includes present incentive policies,environmental tax and emissions trading.The policy scheme aims to arouse consumers' enthusiasm and promote the purchase of electric vehicles from economic incentive,environmental awareness and psychological account.The influence of these three policies on consumers is then simulated by choice experiment.In this method,the policies are converted into electric vehicle attributes,and the design of corresponding experimental situations and experimental tasks is also needed.Finally,based on the above research results,this paper puts forward some suggestions on the improvement of China's electric vehicle incentive policies.The summary of main research contents and innovative works is as follows.(1)Study on quantitative analysis and developing evolution of electric vehicle incentive policies.From the year of promulgation,the electric vehicle incentive policies can be divided into three stages: 2009 to 2012 is the initial period of the large-scale promotion of China's electric vehicles;2013 to 2015 is the period of perfecting these policies;2016 so far is the further perfect period.From the perspective of the main body,these policies are mostly issued jointly,followed by the State Council.From the perspective of the policy form,the form of "notice" appears the most.From the perspective of incentive ways,the relevant policies have undergone a shift from monetary incentives to non-monetary and mixed-mode incentives.From the perspective of incentive aspects,the government always attaches more importance to the purchasing aspect,and gradually begins to pay attention to the relevant policies of the licensing and charging aspect in recent years.In addition,according to the above quantitative statistic results,this paper further discusses the characteristics of the specific incentive policies in four aspects of purchasing,licensing,driving and charging.(2)Study on consumers' psychological and behavior response of electric vehicle incentive policies.In terms of consumer psychological response,more than half of consumers are less aware of the electric vehicle incentive policies,and less than one-third of consumers are aware of them.Consumers are of the most understanding of incentive policies of the licensing aspect,followed by the charging aspect,and again for the purchasing aspect.They know least about the driving aspect incentive policies.Consumers pay more attention to the incentive policies of the charging aspect,followed by the driving aspect,again for the licensing link.They pay least attention to the purchasing aspect incentive policies.In addition,the differences in policy perceptions and preferences among consumers with different demographic characteristics are analyzed.In terms of consumer behavior response,the results show that the implementation of no purchasing and driving restriction policies can significantly promote the purchase of electric vehicles,and the impact of these two policies is higher than other policies.The implementation of purchasing subsidies,exemption of purchasing taxes,exclusive license plates and private charging facility subsidies also have a positive impact on consumers purchasing behavior.(3)Study on the optimization of electric vehicle incentive policy system.A comprehensive policy system,including existing incentive policies,environmental taxes and emissions trading,is proposed to promote the adoption of electric vehicles.Specifically,environmental taxes and emissions trading can not only provide economic incentives for consumers,and they can also awaken consumers' environmental awareness,and then change consumers' actual behavior through the psychological level.In addition,emissions trading can allow consumers to produce a psychological account of emissions.Under the psychological account budget constraints,consumer behavior can be changed.Then,based on the two policies of carbon tax and personal carbon transaction,the author constructs a choice experiment to simulate the choice behavior of consumers under the two policy contexts to verify the policy system mentioned above.The results show that both carbon tax and personal carbon trading promote the choice of electric vehicles,in which the impact of personal carbon trading is slightly higher than the carbon tax,and both of them are more effective than the existing incentive policies.(4)Study on the promotion and optimization of China's Electric vehicle incentive policies.Based on the results of empirical analysis,this paper puts forward some policy suggestions from four aspects including optimizing the existing electric vehicle incentive policy,improving consumers' cognition level,fully considering consumer's policy demand and perfecting the top design of the existing policy.