新能源汽车产业公众意识培育策略——北京数据与国际经验

Strategies for Public Awareness Cultivation of New Energy Vehicles Industry——Beijing Data and International Experiences

全球新能源汽车产业发展的实践表明,公众意识的培育和提升对于产业发展至关重要。以"态度—行为缺口"为出发点,构建以政策认知、技术与产品认知、环境价值认知3个方面为核心的中国新能源汽车产业公众意识培育缺口的分析框架。应用该分析框架,通过分析和对比北京数据,发现北京新能源汽车领域的公众意识培育关键缺口在于公众意识与政策实施效果、技术与产品性能、环境价值和环境效益等方面存在较大的差距。在此基础上,选取新能源汽车产业发展较好的美国、德国、法国、日本和荷兰等国家,总结和剖析这些国家成功的公众培育经验。结合国际经验和北京实践,认为可以通过完善政策体系及其实施效果、推广新技术和新产品并鼓励商业模式创新、开发示范项目以提升环境价值这3个方面策略来培育和提升北京新能源汽车产业公众意识。

The experience of global new energy vehicles（NEVs） industry development has proved the importance of public awareness for industry development. Based on the theory of ＂Attitude- Behavioral Intention Gap＂ ,this paper selected three aspects for the research,i.e, cognition on policy,technology ＆ products,environmental values,which are very important in the decision-making process from attitude to behavior. Thus,an analytical framework for ＂Attitude-Behavioral Intention Gap＂of NEVs public awareness cultivation is built. Then,this paper used the framework to analyze gaps of public awareness in Beijing＇s NEVs industry by using Beijing data,which imply that public awareness has gaps on both the three sides,which performed in to several phenomena：policy effect fails to reach the public expectations; public lacks of confidence on technology and products;public has low cognition on environmental value of NEVs;publie are reluctant to pay for environmental benefits of NEVs;etc. So,the paper then selected some countries and cities who have excellent experiences in NEVs industry, to summarize their successful experiences on public awareness cultivation. Finally,the paper gave some advice from three sides in order to cultivate and raise up public awareness：perfect the policy system and its implementation; promote and demonstrate NEVs product and technology and encourage business model innovation; develop demonstration projects and promote environment values.