新能源汽车供需双侧政策的目标用户感知满意度差异分析

The Analysis of Differences in Perceived Satisfaction of Targeted Users with The Supply and Demand Sides Policies of New Energy Vehicles

将新能源汽车目标用户分为领先型与跟随型目标用户,基于满意的3因素理论及产品/服务属性认知差异分析方法,采用调查问卷数据分析了领先型与跟随型两类目标用户对于新能源汽车供需双侧政策感知满意度水平的差异。研究表明,对于领先型目标用户而言,新能源汽车供需双侧政策感知满意度水平整体相差不大,其中供给侧的基础设施政策与金融支持政策瓶颈效应突出;对于跟随型目标用户而言,新能源汽车供需双侧政策感知满意度水平整体低于领先型目标用户,且需求侧政策感知满意度水平较供给侧整体偏低,其中需求侧的购置补贴政策与税收减免政策瓶颈效应突出。新能源汽车产业政策设计要区分领先型和跟随型两类消费群体,在政策工具选择时要各有侧重。

This paper divided the target users of NEVs into the ＂leading＂target users and the＂following＂target users.Based on the three-factor structure of customer satisfaction and the cognitive difference analysis method of product/service attributes,this paper used questionnaire data to analyze the differences between the ＂leading＂and the ＂following＂target users on the satisfaction of policy perception on the supply and demand sides policies of NEVs.The results demonstrated that：for the＂leading＂target users,the levels of policy perceived satisfaction on the＂supply side＂and the＂demand side＂presented little difference on the whole,of which the bottleneck effect of the ＂infrastructure＂policy and the＂financial support＂policy on the＂supply side＂stood out;for the＂following＂target users,the overall level of policy perceived satisfaction on both the＂supply side＂and the＂demand side＂are lower than the＂leading＂target users,while the levels on the＂demand side＂were lower than that on the＂supply side＂,and the bottleneck effect of the ＂purchase subsidiary＂policy and the＂tax exemption＂policy on the＂demand side＂stood out.The policy design for NEVs industry should distinguish between the＂leading＂and ＂following＂consumer groups and should have different emphasis in policy tool selection.