电动汽车目标客户的营销策略研究

Research on Marketing Strategy of Electric Vehicle Target Customers

营销策略的制定与企业生产经营活动的开展密切相关,本文以1964名目标客户的体验数据和个人特征为对象,研究对不同品牌电动汽车销售产生影响的因素,并帮助企业建立客户挖掘模型。结果表明,体验数据越大,客户购买的可能性越大;个人特征方面,全年房贷支出占家庭年收入的比例与汽车销售的关系最为密切;在衡量客户购买意愿时,使用贝叶斯模型判断合资品牌和自主品牌的效果较好,而对新势力品牌则应使用逐步判别模型进行判断。

The development of marketing strategy is closely related to the development of production and operation activities of enterprises.Taking the experience data and personal characteristics of 1964 target customers as the object,this paper analyzes the factors influencing the sales of different brand electric vehicles,and helps enterprises to establish the customer mining model.The results show that the greater the experience data,the more likely customers are to buy.In terms of personal characteristics,the ratio of annual mortgage expenditure to annual household income is most closely related to car sales.When measuring customers’ purchase intention,the Bayesian model is better for judging joint venture brands and independent brands,while the stepwise discriminant model should be used when judging new power brands.