新能源汽车目标用户消费行为与制造商经营行为互动过程分析——基于“领先”和“跟随”两类用户的实验模拟

发布时间：2018-03-21 09:29

  本文选题：新能源汽车　切入点：“领先”用户　出处：《科学学与科学技术管理》2017年11期 　论文类型：期刊论文

【摘要】：新能源汽车用户群体目前主要属于"领先"用户,伴随着"领先"用户的率先进入,普通大众"跟随"用户将逐步进入。将蒙特卡洛模拟和logistic模型应用到新能源汽车目标用户与制造商的互动行为分析中,结果表明,制造商在"领先"用户市场中表现为"两极分化"的竞争格局,在"跟随"用户市场则表现为"一超多强"的竞争格局。"领先"用户增长先快后慢,"跟随"用户增长先慢后快。制造商的研发投入在促进"领先"用户购买意愿中更为有效,营销投入则在促进"跟随"用户购买意愿中更为有效。新能源汽车制造商应根据两类用户群体的消费特点动态调整经营决策,在新能源汽车产业培育初期,制造商要把发展重点放在技术创新、产品创新等方面,通过新技术、新产品引领新能源汽车消费的新观念、新趋势;在新能源汽车产业培育中后期,制造商要把发展重点放在商业模式创新上,通过降低产品成本、优化产品性能等方式满足大众消费群体需求并不断壮大市场。
[Abstract]:At present, the new energy vehicle user group mainly belongs to the "leading" user, accompanied by the "leading" user's first entry. The Monte Carlo simulation and the logistic model are applied to the analysis of the interaction between target users and manufacturers of new energy vehicles, and the results show that, Manufacturers in the "leading" user market performance in the "polarization" of the competition pattern, In the "follow" user market, there is a competitive pattern of "one super strong". "leading" users grow faster than "slow", "follow" user growth first slow then fast. Manufacturers'R & D investment is more effective in promoting "leading" users' purchase willingness. Marketing investment is more effective in promoting "following" customers' purchase intention. New energy automobile manufacturers should dynamically adjust their business decisions according to the consumption characteristics of the two groups of users, so that in the early stage of the cultivation of new energy automobile industry, Manufacturers should focus on technological innovation, product innovation, and so on. Through new technologies and new products, they should lead new ideas and new trends in the consumption of new energy vehicles; in the middle and later stages of cultivating the new energy automobile industry, Manufacturers should focus on business model innovation to meet the needs of mass consumers and expand the market by reducing product cost and optimizing product performance.
【作者单位】： 中南大学商学院;
【基金】：国家自然科学基金项目(71473276,71173243)
【分类号】：F426.471;F713.55
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本文编号：1643258