| As one of the leading industries in national economy,the automobile industry plays an important role in economic development.As traditional vehicles exhaust emissions which produces massive environmental pollution;at the same time,traditional vehicles heavily rely on fossil energy and with the increase of vehicle ownership,demands for fossil energy grow larger and larger which intensifies the conflict between China's energy production and consumption.At present,China's economy is transforming from the stage of high-speed development to the stage of high-quality development and it is in the critical period of optimizing the economic structure and transforming the pattern of development.Traditional fuel vehicles' high pollution and high energy consumption is no longer suitable for the current economic development requirements and new energy vehicles as an energy-saving and environmental-friendly product have become the great development trends of the global automobile industry and it has become the priority option for the development of automobile industries in various countries in the world but as a new type of automobile product,new energy vehicles still have great differences from traditional fuel vehicles in technology and these differences influence consumers' acceptance to new energy vehicle products.China's energy automobile industry is now in the transitional stage from policy-driven development to market-driven development and from the perspective of market consumption demands and based on private demands' role of leading industries turning to market-driven development,it is conducive to promoting the new energy vehicle industry,easing environmental pollution and securing energy safety,keeping China's automobile industry safe and upgrading the industrial structure and securing China's sustainable economic development.This thesis conducts studies gradually and mainly from four perspectives i.e.problem raising,theoretical analysis,empirical study and policy orientation.Firstly,it elaborates the study background and meanings in the first chapter,introducing the main idea,main and difficult study points,main contents and technical routines;and then it gives theoretical analysis in the second chapter,introducing in details related economic theories referred in studies on new energy vehicles' development and organizing and commenting literature about market demands for new energy vehicles.In the third chapter,it gives comprehensive and systematic carding to the development trend of automobile industry at home and abroad and the development trend of new energy vehicle industries at home and abroad and also studies the main problems existing in China's new energy automobile industry;later,based on data collected from questionnaires,it gives empirical studies to these problems and in the empirical analysis part from the forth chapter to sixth chapter,it conducts studies based on the idea of ‘macro level-medium level-micro level': on the macro level,it divides consumers' willingness of accepting new energy vehicles into two classifications,i.e.long-term and short-term willingness of acceptance and with the binomial Logit model of the discrete choice models,it studies factors influencing the willingness of purchasing new energy vehicles.Firstly,it conducts empirical studies on factors influencing long-term and short-term willingness of accepting new energy vehicles;secondly,it analyzes the influence of urban public transportation system construction on consumers' willingness of accepting new energy vehicles;thirdly,it conducts empirical studies on regional differences in consumers' willingness of purchasing new energy vehicles.On the medium level,it uses multiple Logit models of discrete choice models to conduct empirical studies on demands for new energy vehicles based on consumption preferences.Firstly,it gives empirical analysis to consumers' preference to brands,secondly,it conducts empirical studies on consumers' preference to vehicle model selection and thirdly it conducts empirical analysis on consumers' preference based on types of new energy vehicles and conducts in-depth researches respectively on consumers' various preferences based on different regions and genders.On the micro level,it gives empirical analysis to new energy vehicles in five product properties i.e.economy,individuality,environmental protection performance,branding and sense of science and technology from the perspective of consumers' perceptions and analyzes each property's influence on consumers' willingness of purchasing new energy vehicles.At last,according to the results of empirical studies and combined with current problems existing in China's new energy automobile industry,it puts forwards corresponding policy guidance for new energy vehicles' market demands from different levels in the seventh chapter and studies the collaborative innovation in new energy automobile industry chains.It comes to the following study conclusions by conducting theoretical analysis and empirical studies on problems:Firstly,study conclusion of factors influencing consumers' willingness of purchasing new energy vehicles.As for consumers' willingness of purchasing vehicles,consumers' cognition,product characteristics,consumers' characteristics,infrastructure constructions,demographic characteristics have different influences on consumers' long-term and short term willingness of purchasing new energy vehicles.Consumers' individual cognition have positive influences no matter on consumers' long-term or short-term willingness of purchasing new energy vehicles;among product characteristics,charging costs,endurance mileage and charging time have significant influence on consumers' short-term willingness,among which charging costs and charging time have significant negative influence on consumers' short-term willingness of purchasing;among consumer characteristics,years of purchasing and experience in purchasing have significant influence on consumers' short-term willingness of purchasing,among which consumers with more rich purchasing experience have a higher short-term willingness of purchasing new energy vehicles;charging facilities in families have significant influence on both consumers' long-term and short-term willingness of purchasing and public charging facilities have significant influence on consumers' short-term influence;genders,education degrees and income levels significantly influence consumers' short-term willingness of purchasing new energy vehicles and ages and education degrees have significant negative influence on both consumers' long-term and short-term willingness of purchasing.Income levels have no significant influence either on consumers' longer-term or short-term willingness of purchasing new energy vehicles.The improvement of urban public transportation has significant negative influence on consumers' short-term willingness of purchasing and consumers in cities with more convenient public transportation system have lower short-term willingness of purchasing new energy vehicles;consumers in larger cities with more traffic lines have higher short-term willingness of purchasing new energy vehicles;consumers in cities with more subway stations and convenient travels have lower short-term willingness of purchasing new energy vehicles.Seen from regional characteristics,consumers in cities and regions with more developed economies have higher acceptance to new energy vehicles.Secondly,study conclusion of demands for new energy vehicles based on consumers' preferences.Among consumers' preferences to brands,preferences to power,mileage,experience in purchasing a vehicle and driving a vehicle and preferences to prices have significant influence on consumers' brand selection and they have negative influence on selecting national brands;ages,education degrees and income levels have significant influence on consumers' brand selections among which education degrees and income levels have significant negative influence on national brand selection.Seen from regional characteristics,consumers in municipalities directly under the Central Government and vice-provincial cities and consumers in the eastern region and middle region prefer to select foreign brands while making choice between national brands and foreign brands and preferences to brands have significant regional differences.Different factors have different influence on brand preferences of consumers of different genders,for example,such factors as experience in driving vehicles have significant influence on male consumers' brand selections but no significant influence on male consumers;mileage preference have certain significant influence on female consumers' brand selections but no significant on male consumers' brand selections.There are regional differences in brand preferences of consumers of different genders.Generally speaking,there is no significant industrial competitive advantages for national brands and consumers do not have enough confidence in new energy vehicle of national brands.Among consumers' preferences to vehicle models,preferences to power,mileage,experience in purchasing vehicles and preferences to prices have different influence on consumers' selection of vehicle models,for example,consumers with preferences to power and mileage will tend to select SUVs between sedans and SUVs;consumers with preferences to prices are more likely to select SUVs or MPVs;experience in driving vehicles has no significant influence on consumers' preference to vehicle models.Ages,education degrees,income levels and family scales significantly influence consumers' selection of vehicle models,for example,consumers at elder ages prefer to select MPV and SUV models and consumers with larger family scales prefer to select MPV models.Occupational characteristics have certain significant influence on consumers' preference to vehicle models,for example,consumers working in enterprises and public institutions have significant preferences to sedans.There are more significant regional differences in preferences to vehicle models,for example consumers in the middle region have more significant preference to MPV models than consumers in the western regions.There are also significant gender differences in consumers' preference to vehicle models in different influencing factors,for example experience in purchasing vehicles and preferences to mileage significantly influence female consumers' selection of vehicle models but they have no significant influence on female consumers' selection of vehicle models.As for preferences to types of new energy vehicles,policy cognition,years of purchasing vehicles,preferences to mileage and experience in purchasing vehicles have significant influence on consumers' selection of new energy vehicle types among which years of purchasing vehicles,preferences to mileage and experience in purchasing vehicles have significant influence on consumers' selection of battery electric vehicles.Years of education and income levels also significantly influence consumers' selection especially having significant negative influence on selection of battery electric vehicles.Preferences to power and prices have no significant influence on consumers' selection of new energy vehicle types.There are also regional differences in the selection of new energy vehicle types of consumers in different regions,for example,consumers in vice-provincial cities are more likely to select other types of new energy vehicles between battery electric vehicles and vehicles of other types.Male consumers usually show more significant preferences to battery electric vehicles than female consumers.At the same time,there are significant gender differences in various factors' influence on consumers' selection of new energy vehicles,for example,policy cognition has significant influence on male consumers' selection of vehicle types but no significant influence on female consumers' selection of vehicle types and preferences to mileage significantly influence male consumers' selection of battery electric vehicles but not significantly influence female consumers' selection of battery electric vehicles.Thirdly,conclusion of influence of consumers' perception to product properties on demands for new energy vehicles.Products' economy and individuality have significant influence on both consumers' long-term and short-term willingness of purchasing new energy vehicles;products' environmental protection performance and sense of science and technology mainly have significant influence on consumers' short-term willingness of purchasing new energy vehicles,among which sense of science and technology have positive relationship with consumers' short-term willingness of purchasing new energy vehicles.There are significant gender differences in the influence of consumers' perception to product properties on consumers' willingness of purchasing vehicles.Products' individuality has significant influence on female consumers' long-term willingness of purchasing a vehicle but has no significant influence on male consumers' long-term willingness of purchasing a vehicle;products' environmental protection performance has significant influence on female consumers' short-term willingness of purchasing a vehicle and they are negatively related but it has no significant influence on male consumers' short-term willingness of purchasing a vehicle;sense of science and technology significantly influences male consumers' short-term willingness of purchasing new energy vehicles but not significantly influences female consumers' willingness of purchasing new energy vehicles.At last,according to the result of empirical analysis and based on guiding demands for new energy vehicles,it puts forward such suggestions from the macro level as strengthening consumers' cognition to environmental protection and other cognition,improving product technologies to strengthen product qualities,guiding major infrastructure construction,promoting urban economy and improving public transportation facilities and other policies;from the medium level,it puts forward suggestions as improving brand images and influence,encouraging industrial technical innovation and adjusting and changing industrial subsidies and other policies;from the micro level,it puts forward suggestions that enterprises shall fully studies consumer behaviors to accurately position products and markets and enterprises shall be encouraged to increase inputs in products' core technologies and shall pay more attention to product design and brand management based on consumers' perception and other strategies.And according to the current problems existing in China's new energy automobile industry,it puts forward suggestions of constructing platforms for collaborative innovation,improving industry chain collaborative mechanism and breaking regional barriers and other policies so as to improve the industry competitiveness.This thesis' s innovation shows in: firstly,innovation of topic selection perspectives as the current studies on new energy automobile industry at home and abroad are mainly about industrial subsidy measures and policies.This thesis starts from economic theoretical frames and studies factors influencing consumers' willingness of purchasing new energy vehicles from the perspective of market demands which studies new problems from new perspectives with innovation in topic selection and perspective;secondly,innovation of study contents as this thesis gives empirical analysis to factors influencing consumers' willingness of purchasing new energy vehicles from the macro level,from the medium level,it studies consumers' preferences to brands,vehicle models and types of new energy vehicles and at the same time,it conducts in-depth studies on regional differences and gender differences in various preferences and from the micro level,it analyzes market demands for new energy vehicles based on consumers' perceptions which achieves innovations in study contents.Thirdly,innovation of study methods as this thesis design questionnaires according to its study purpose,collects more complete first-hand documents and summarizes micro data with higher quality and forms a quantitative model with a more complete indicator system to study willingness of purchasing new energy vehicles and preferences in purchasing vehicles and it uses Logit regression method and principal components analysis method to conduct systematical quantitative studies on factors influencing market demand for new energy vehicles which provides more intuitive and accurate scientific guidance for the healthy and rapid development of new energy automobile industry. |
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