Analysis Of Electric Vehicles Pricing Mechanism

Since the twenty-first century, two major problems of oil and emissions have presented great challenges to sustainable development of the global automotive industry, increasing pressure on the automotive industry restructuring. Faced with the grim situation, the global automotive industry has undergone a profound thought and discussion in the past two years, and gradually formed a consensus, which is the electric vehicles are considered to be the main direction of the automotive industry restructuring and development.As a new product, the reasonable pricing of electric vehicles is the key point of its marketization and industrialization. The unique application environment of electric vehicles decided cannot borrow the pricing model of traditional vehicles to enter the market. Economic theory suggests that the price is the lever of the equilibrium of supply and demand, but also balance the interests of both two parts. Obviously, the pricing mechanism analysis of electric vehicles is significant.Based on concluding the traditional pricing model of automobiles, the author build a theoretical model from the perspective of mathematical economics, considering durability, complementarity of applications and the characteristics of demand uncertainty of the electric vehicles. Introducing corresponding variables and parameters for promotion and calculus, the author analyze the optimal "pricing track" of the electric vehicle manufacturers and draw the corresponding conclusion for the reference of the market pricing methods and strategies of the electric vehicles in the future.