Research On After Sales Service Strategy Of New Energy Vehicles Based On Differential Game

As China enters a new era,general secretary,and green development has become the main keynote.In order to ensure energy security,promote energy conservation and emission reduction and reduce greenhouse gas emissions,China’s automobile industry is also rapidly transforming to new energy vehicles which are green and environmentally friendly.In order to encourage consumers to buy new energy vehicles,the Chinese government has continuously issued a series of incentive policies,resulting in a rapid growth in the production and sales of new energy vehicles from 2014 to 2019.However,since the promulgation of the new policy of subsidy for new energy vehicles in June 2019,the sales volume of new energy vehicles has continued to decline.By the end of 2020,the sales of new energy vehicles account for about 5% of the total sales of vehicles,which is still far from the goal of reaching 20% by 2025 proposed in the development plan of new energy vehicle industry(2021-2035).Through the investigation and interview of private car consumers,it is found that in addition to the decline of subsidies and the impact of emergencies,the main reasons affecting consumers’ low enthusiasm for purchasing new energy vehicles are the concerns about the imperfect power supplement facilities and the unstable quality.At present,the power supplement facilities are not perfect and can not be compared with the widely distributed gas stations.At the same time,the new energy vehicles belong to the immature development stage,and their quality is still unstable.Therefore,the after-sales service level of new energy vehicle enterprises can eliminate consumers’ concerns about purchasing vehicles to a certain extent,and is also an effective means for new energy vehicle enterprises to improve sales.After sales service mainly includes warranty service and extended warranty service.In order to deal with consumers’ concerns about vehicle quality,new energy vehicle enterprises extend the warranty period for a certain period for free based on the warranty period stipulated by the state.In addition to warranty services,new energy vehicle enterprises have also introduced valuable extended warranty services,that is,consumers can enjoy after-sales services similar to the warranty period during the extended warranty period after paying a certain fee.However,no matter in the warranty period or extended warranty period,even if consumers enjoy after-sales service,they may also have negative emotions of complaining because the car failure exceeds their expectations,which will affect the sales of new energy vehicles.Therefore,in this paper,consider the consumer emotional utility or not,analyzes the impact of warranty service strategy and extended warranty service strategy on the market sales of new energy vehicles,and studies the effectiveness of warranty service strategy and extended warranty service strategy in promoting the sales of new energy vehicles at different levels of power supplementary facilities.The main part of the paper studies the following contents:Chapter 3 constructs the differential game model of new energy vehicles and fuel vehicles,we study the effectiveness of new energy vehicle warranty service on the sales of new energy vehicles.The results show that when the level of power supplementary facilities is low,new energy vehicle enterprises can effectively improve the sales of new energy vehicles by increasing the warranty service input under the condition of low failure probability during the warranty period or extending the warranty period under the condition of low warranty service input.At the same time,the effect of warranty service input strategy or warranty period strategy can be improved by reducing the failure rate.When the construction of power supplementary facilities reaches a certain level,both of the strategies can also be used to improve vehicle sales in the short term,and the effect of the warranty service input strategy or warranty period strategy can also be improved by reducing the failure rate;In the long run,the warranty service input strategy is invalid,and the warranty period strategy is effective under certain conditions.Whether the warranty service investment strategy or the warranty period strategy is more effective depends on the probability of failure within the warranty period when both strategies are in effect.Chapter 4 constructs the differential game model of new energy vehicles and fuel vehicles base on the emotional utility of consumers,we study the effectiveness of new energy vehicle warranty service on the sales of new energy vehicles.The results show that under different levels of power supplementary facilities,the conditions for the warranty service strategy to effectively improve the sales of new energy vehicles are different.Under certain conditions,new energy vehicle enterprises can improve the effectiveness of both strategies to increase the sales of new energy vehicles by reducing the failure rate.New energy vehicle enterprises should give priority to warranty service input strategy or warranty period strategy,not only considering the level of power supplementary facilities,but also depending on time and failure rate.Chapter 5 constructs the differential game model of new energy vehicles and fuel vehicles,we study the effectiveness of new energy vehicle extended warranty service on the sales of new energy vehicles.The results show that different levels of power supplementary facilities have affection both on the effectiveness of extended warranty price strategy and extended warranty period strategy to promote the sales new energy vehicles.The difference in consumers’ sensitivity to the extended warranty price and extended warranty period determines which strategy is more effective.Under the high construction level of power supplementary facilities in the future,the short-term or long-term effect characteristics of strategy effectiveness are determined under different conditions,whether new energy vehicle enterprises adopt extended warranty price strategy or extended warranty period strategy.New energy vehicle enterprises should decide how to adjust their extended warranty price strategy and extended warranty period strategy according to the changes of strategies of fuel vehicle enterprises according to different levels of power supplementary facilities.Chapter 6 constructs the differential game model of new energy vehicles and fuel vehicles base on the emotional utility of consumers,we study the effectiveness of new energy vehicle extended warranty service on the sales of new energy vehicles.The results show that at present,under the low level of power supplementary facilities,new energy vehicle enterprises cannot effectively improve vehicle sales by using the extended warranty service strategy.However,with the construction of power supplementary facilities reaching a certain level,new energy vehicle enterprises can effectively improve vehicle sales by using extended warranty service strategy under certain conditions.At the same time,in the extended warranty period,the failure probability of new energy vehicles affects the effect of extended warranty price strategy and service input strategy,and the utility of consumer disappointment affects the effect of extended period strategy.The optimal strategy of new energy vehicle enterprises is the extended warranty price strategy.