Research On Influencing Factors Of Consumer's Purchasing Intention Of BYD New Energy Vehicle

In order to reduce the dependence on oil,all countries in the world regard the development of new energy vehicles as the strategic commanding point.In recent years,with the continuous improvement of car ownership rate in China,in order to reduce the dependence on oil and the air pollution caused by automobile exhaust,the government of our country has taken a full range of financial,tax,financial and other policy support to promote the development of China's new energy industry.Under the guidance of many government encouragement policies,many automobile enterprises have joined in the field of new energy vehicles.BYD is an enterprise dedicated to revitalizing China's national automobile industry.Since its establishment 24 years ago,BYD has always been committed to the research and development of new technologies,with multiple models to meet the personalized needs of consumers.Its sales volume is in the forefront,the market performance is remarkable,and it has become the leader of China's new energy automobile development.However,the market competition is intensified,the acceptance of consumers is not high,the research and development of core component batteries is not mature,the charging time is long,the popularity of charging piles is not convenient for low charging,and the government's subsidy policies for new energy vehicles are withdrawn,which leads to the decline of BYD's market performance,and its top position in global sales volume is replaced by Tesla in the United States.In order to promote the market performance of BYD's new energy vehicles,ensure the development and transformation of China's economy,and seize the commanding heights of new economic formats.This paper constructs a theoretical model from three dimensions,and determines a theoretical model with BYD's new energy vehicle consumers' purchase intention as the dependent variable,government policy,consumer cognition and corporate public image as the independent variable.By using the methods of questionnaire survey and empirical analysis,this paper examines the public's views on New energy vehicles and the issues concerned during purchase.Through analysis and research,the government should strengthen policy support,public opinion guidance,strengthen the guidance of environmental protection concept,and increase capital investment.Enterprises should vigorously develop the core competitiveness of enterprises,further develop the international market and optimize the marketing mix strategy.Through publicity,consumers should establish environmental awareness and actively accept new energy vehicles.This study is of great significance to the development of BYD enterprises,and also to the development of other new energy automobile enterprises in China to a certain extent,so as to promote the development process of low-carbon economy and improve the ecological environment in China,which is also of great practical significance to promote the development and transformation of China's economy and seize the commanding heights of new economic formats.