Research On The Development Strategy Of The New Energy Automobile Industry Based On Consumer Preference

The report on the development of China's automobile industry 2018 points out that with the global energy shortage,environmental pollution and increasing driving safety challenges,the global automobile industry is developing towards the direction of electrification,connectivity,intelligence and sharing.Because of the advantages of zero exhaust,energy saving and environmental protection,the development of new energy vehicle industry is particularly important.The long-term stable development of the new energy vehicle industry is helpful to relieve the domestic energy pressure and is one of the best solutions to environmental problems.With the opportunity of the development of new energy vehicles,China is expected to perfectly "overtake on the curve" on the map of global automobile industry development and improve the status of the industry,so it has attracted much attention from scholars.In China,it has been mentioned as a national strategy to vigorously support and develop the new energy vehicle industry.The scale of the new energy vehicle market is also expanding rapidly.The development of the new energy vehicle industry has entered a critical stage of transition from the initial stage to the growth stage.Consumer preference is the basis of market demand,and an effective evaluation of consumer preference can provide an important basis for the development strategy of the new energy automobile industry,as well as an important reference for the government to formulate support policies for the new energy automobile industry and guide the steady development of the new energy automobile market.Taking north China as an example,this paper collected consumer sample data from several provinces such as shandong by means of questionnaire,and studied consumers' preference and influencing factors for four attributes of new energy vehicles,namely range,charging time,carbon emission and government subsidy,through selection experiment.The results show that consumers'preference for various attributes of new energy vehicles is heterogeneous and affected by individual characteristics.Male,young and high-income respondents were more sensitive to range;Women,older and more educated respondents were more sensitive to carbon emissions.High earners are also sensitive to charging times.Then,the latent category model is used to classify consumers.According to their different preferences for various attributes of new energy vehicles,consumers are divided into four categories:trip preference,technology preference,environmental protection preference and subsidy preference.On the basis of the research results,combined with the development experience of developed countries,put forward the development strategy of the new energy vehicle industry.The specific strategies are as follows:(1)producer perspective.Manufacturers should ensure technological innovation;Reforming the mode of production;Focus on brand development,build an integrated industrial value chain,and improve the performance of new energy vehicles such as mileage.(2)seller's perspective.Sellers should effectively publicize the new energy automobile industry,carry out some user experience activities and conduct sales online,so as to improve consumers' awareness of new energy.(3)government perspective.As regulators of the market,the government should improve the new energy automotive industry fiscal subsidy policy,strengthen support for new energy automotive industry research and development,expand the channels to strengthen the propaganda and education of new energy vehicles,improve the basic facilities construction of new energy cars,new energy vehicles the protection of the rights and interests,promote the healthy development of new energy automotive industry.