Research On Value Promotion Strategy Of New Energy Vehicle Industry Considering Consumer Preferences

China’s new energy vehicle industry is booming,the product performance and service are at the leading level,and the purchase intention of consumers has increased significantly.Emerging brands and foreign-funded automobile enterprises continue to enter,and the market competition is becoming increasingly fierce.This also brings more choices to consumers,consumers can choose new energy vehicles according to their complex preferences,and car enterprises should also face more picky eyes of consumers.Investigating and scientifically analyzing consumers’ preferences of new energy vehicles,targeted product positioning and design,and meeting consumers’ diversified needs,which is of great significance to the upgrading of consumption demand for new energy vehicles.The process of upgrading consumer demand is also a process of upgrading the value of new energy vehicle industry.The promotion of industrial value depends on the promotion of product and service value,and it is not only the realization of customer value,but also the improvement of industrial competitiveness.It is a complex process to enhance the value of new energy vehicle industry from the perspective of preference.We should consider not only consumer preferences,but also core technology research and development.This process involves the participation of vehicle enterprises,suppliers,consumers and other subjects,so it is a complex evolutionary game problem.Therefore,considering consumer preferences,building a multi-agent evolutionary game model and exploring the mechanism of industrial value promotion is of great significance to promote the high-quality development of new energy vehicle industry.Firstly,based on the development status of China’s new energy vehicle market,we analyzed the consumption characteristics of the new energy vehicle market in detail from the aspects of user group characteristics,technical route selection,brand preference and product attributes,so as to provide a realistic basis for the investigation and analysis of consumer preferences.Secondly,consulted the theory of consumer preference and relevant literature,scientifically defined the concept of consumption preference of new energy vehicles,and classified the consumption preference and product attributes of new energy vehicles,and then designed a questionnaire to investigate the consumer preferences of new energy vehicles.Combined with the analysis of the actual consumption characteristics,then we used econometric and statistical methods to analyze the consumer preferences.The results showed that: The respondents prefer to buy plug-in hybrid vehicles.In terms of brand selection,BYD and Tesla are very popular,which is related to product attributes such as fast charging and shape design.Respondents attached great importance to the safety of new energy vehicles,fast charging speed,charging service and other product attributes.Consumers with different types of characteristics have heterogeneity in the degree of preference for product attributes.Thirdly,based on the preferences survey,vehicle enterprises and suppliers would pay human,material and financial resources to enhance industrial value based on the product attributes of consumers’ preferences,designed this effort into different additional cost variables based on product attribute categories,and build an evolutionary game model for the value promotion of new energy vehicle industry,analyzed the behavior strategies of vehicle enterprises,suppliers and consumers,and conducted numerical simulation through MATLAB.The study found that measures taken industriously by vehicle enterprises and suppliers to enhance industrial value can effectively improve consumers’ purchase intention.The product attributes affecting the active participation of vehicle enterprises and suppliers in the promotion of industrial value are the upgrading of new energy vehicle safety system,upgrading of fast charging technology,intelligent configuration,but the influence intensity of each product attribute is different.Consumers’ purchase intention first decreases and then increases with the increase of extra cost of the vehicle enterprises.Additional cost and opportunity loss are the main factors affecting the active participation of suppliers.Finally,according to the research results,combined with the reality,we put forward strategic suggestions to improve the industrial value of new energy vehicle from the perspectives of manufacturing end,consumer end and after-sales service end,so as to provided decision-making basis for promoting the high-quality development of the industry.