發(fā)布時間：2018-03-21 09:29

  本文選題：新能源汽車　切入點：“領(lǐng)先”用戶　出處：《科學(xué)學(xué)與科學(xué)技術(shù)管理》2017年11期 　論文類型：期刊論文

【摘要】：新能源汽車用戶群體目前主要屬于"領(lǐng)先"用戶,伴隨著"領(lǐng)先"用戶的率先進(jìn)入,普通大眾"跟隨"用戶將逐步進(jìn)入。將蒙特卡洛模擬和logistic模型應(yīng)用到新能源汽車目標(biāo)用戶與制造商的互動行為分析中,結(jié)果表明,制造商在"領(lǐng)先"用戶市場中表現(xiàn)為"兩極分化"的競爭格局,在"跟隨"用戶市場則表現(xiàn)為"一超多強(qiáng)"的競爭格局。"領(lǐng)先"用戶增長先快后慢,"跟隨"用戶增長先慢后快。制造商的研發(fā)投入在促進(jìn)"領(lǐng)先"用戶購買意愿中更為有效,營銷投入則在促進(jìn)"跟隨"用戶購買意愿中更為有效。新能源汽車制造商應(yīng)根據(jù)兩類用戶群體的消費特點動態(tài)調(diào)整經(jīng)營決策,在新能源汽車產(chǎn)業(yè)培育初期,制造商要把發(fā)展重點放在技術(shù)創(chuàng)新、產(chǎn)品創(chuàng)新等方面,通過新技術(shù)、新產(chǎn)品引領(lǐng)新能源汽車消費的新觀念、新趨勢;在新能源汽車產(chǎn)業(yè)培育中后期,制造商要把發(fā)展重點放在商業(yè)模式創(chuàng)新上,通過降低產(chǎn)品成本、優(yōu)化產(chǎn)品性能等方式滿足大眾消費群體需求并不斷壯大市場。
[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.
【作者單位】： 中南大學(xué)商學(xué)院;
【基金】：國家自然科學(xué)基金項目(71473276,71173243)
【分類號】：F426.471;F713.55
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本文編號：1643258