An Empirical Study Of The Driving Force Of The New Energy Automobile Consumption In China

In recent year, the environmental issue is becoming increasingly serious which leads to oil price rising very fast globally, development of new energy vehicle motor has become a focus industry worldwide, more and more auto manufacturers are devoting to research and production of new energy vehicle. In this environment, it will be significantly beneficial for our new emergency auto manufacturer to get knowledge about consumer behavior, mentality and pattern, which is guiding significant on theory and practice for them as well.Firstly, after reading relevant documents, this article summarizes and concludes current research status domestic and abroad, elaborates relevant theory and model regarding consumer behavior.Secondly,it analyses the current marketing situation of new energy auto industry domestic and abroad.Thirdly,adopting questionnaire data as obeject,it uses SPSS19.0 to implement credibility, validity and factor analysis, and get the“Six Major Driving Factors”. Moreover, it uses the “Six Major Driving Factors”to carry out difference analysis on different gender, age and salary.Lastly, according to questionnaire research result, it provides policy suggestion as following:1. Reduce the purchasing cost of new energy vehicle from multi- aspect2. Pay more attention to research and improve user experience.3. Improve the popularized construction of supporting facilities.4. Cooperate with public media and strengthen publicity5. Be clear about the position of new energy vehicle in the market6. Improve after sale service for new energy vehicle...