新能源汽车市场的消费升级意愿及偏好分析

Analysis of Consumers’Willingness and Preferences for New Energy Vehicle Market’s Consumption Upgrading

本文通过设计调查问卷对新能源汽车消费升级意愿及消费偏好进行调查,结果发现,有消费升级意愿的超过半数,但不同性别、年龄、学历、收入的消费者消费升级意愿差异显著,升级意愿较强的人群主要集中在高学历、中等收入的中青年男性消费者;消费者对新能源汽车的价格偏好位于中低价格区间;性能方面,消费者更加偏爱比较实用的功能;对于商家的售后服务方面,希望能够更加便捷、高效。基于以上调查分析结论,本文从完善营销策略、优化汽车功能、提升服务水平等方面提出了合理化的建议。

In this article,questionnaires are designed to investigate consumers’willingness and preferences for con-sumption upgrading of new energy vehicles,and the results show that more than half of them are willing to upgrade,but there are signifi cant diff erences among consumers of diff erent genders,ages,education backgrounds and incomes.People with a strong willingness to upgrade consumption are mainly concentrated in the young and middle-aged male con-sumers with higher education and middle income,and the consumers’price preference for new energy vehicles is in the middle-low price range.In terms of performance,consumers prefer more practical ones;as for businesses’after-sales ser-vices,consumers wish they can be more convenient and effi cient.Based on the investigations and analyzing conclusions above,some reasonable suggestions are put forward in this article from the aspects of perfecting marketing strategies,optimizing automobile functions,improving service levels and so on.