电动汽车消费者特征和偏好研究——基于浙江省农村地区的调查研究

Study on electric vehicles consumer characteristics and preferences——Based on the investigation of rural areas in Zhejiang province

发展绿色交通是践行绿色发展理念的重要举措。近几年电动汽车这一清洁交通工具在我国呈现快速发展趋势。而研究电动汽车潜在消费者的特征及偏好识别,对于电动汽车的推广具有重要意义。在农村地区由于其丰富的空间资源和多元的电力供给,将成为电动汽车推广的重要市场。因此,本文基于2018年浙江省农村入户调研数据,首先识别电动汽车信息的主要渗透对象和信息渗透渠道,然后通过构造“质量-成本偏好比”,分析消费者对于电动汽车成本和质量的不同偏好。研究发现:中年消费者是电动汽车的潜在消费者。研究结果力图为政府决策和企业细分市场提供参考。

Developing green transportation is an important measure to implement the concept of green development.In recent years,the clean vehicle of electric vehicles has shown a rapid development trend in China.The characteristics and preference identification of potential consumers of electric vehicles are of great significance for the promotion of electric vehicles.In rural areas,due to its abundant space resources and diversified power supply,it will become an important market for electric vehicle promotion.Therefore,based on the 2018 rural household survey data in Zhejiang Province,this paper first identifies the main infiltration objects and information infiltration channels of electric vehicle information,and then analyzes the difference between consumers'cost and quality of electric vehicles by constructing“quality-cost preference ratio”.Preference.The study found that middle-aged consumers are potential consumers of electric vehicles.The findings seek to provide a reference for government decision-making and enterprise segmentation.