Research On Design And Optimization Of JL New Energy Vehicle Product Line Based On Range Anxiety

With the depletion of oil resources and the intensification of environmental pollution problems,it has become the trend for the automotive industry to transform and upgrade towards new energy.China will continue to focus on the development of new energy vehicle industry as a strategic goal of the 14th Five-Year Plan,to reduce the total amount of pollutant emissions,maintain environmental health and ecological balance,and complete the green transformation of production and lifestyle.The transformation of the automotive industry organization is difficult.Now,with the growing market of new energy vehicles and the transformation of the auto industry structure,many problems of JL’s product line have surfaced.Unlike new car makers with only one or two new energy vehicle products,JL needs to design its new energy vehicle product line while taking into account fuel vehicle products.Therefore,how to design and price the new energy vehicle product line will be the key to JL’s ability to stand out in the new energy transition.This paper focuses on the design and optimization of JL’s new energy vehicle product line based on range anxiety and range subsidies in the context of the new energy transition faced by traditional car companies.On the basis of industrial organization theory,the current situation of JL’s auto product lines and the difficulties encountered in the transformation of industrial organization are analyzed,and it is found that JL has derived problems such as complex and confusing product lines,unclear positioning and serious homogenization during its long development.Consumers’ purchasing behavior for new energy vehicles is largely influenced by two factors,range anxiety and range subsidy.Under the framework of behavioral decision theory,these two factors are portrayed as consumers’ limited rational behavior introduced into the new energy vehicle product line model,and car range is portrayed as consumers’ quality preference.This paper divides JL’s vehicle products into three modules:fuel(f),plug-in(m)and pure electric(e),and considers the cost correlation between products,and constructs a total of three new energy vehicle product line models based on range anxiety,based on range subsidy,and based on the combined effect of both.For each product line model,product line design strategies under single product market,fe/fm dual segment and fem triple segment are introduced,and for each strategy,the optimal product quality and pricing are calculated to help JL obtain the maximum profit.The existence of the problem of like-for-like cannibalization of new energy vehicle product lines was confirmed by solving the product line model.It was found that as the range anxiety factor increased,it caused a reduction in pricing of JL products,but the plug-in module products as a transition product between fuel and pure electric module products mitigated the quality and price distortion of pure electric module products.At the same time,JL’s strategy of obtaining full subsidies is the only way to maximize profits,which,it should be noted,is not what consumers and the government want to see,and the range subsidy does not address the erosion effect of the product line.The design of the new energy vehicle product line and pricing strategy will determine whether JL can turn crisis into safety and win in this new energy transformation war of the auto industry.