基于卡诺模型的新能源汽车市场需求研究

Research on New Energy Vehicle Market Demand Based on Kano Model

摘要: 随着我国经济快速发展和工业化进程不断推进，汽车市场需求不断扩张，发展新能源汽车是促进能源结构转型和汽车产业可持续发展的必然选择。为准确识别新能源汽车市场中的用户需求，提高新能源汽车企业的服务能力和市场竞争力，推进汽车产业建康有序发展，本文首先采取非结构式访谈的方法获取消费者购买新能源汽车的需求，再运用卡诺模型对消费者购买新能源汽车的17项心理需求进行定性定量分析，构建需求模型并提出针对性对策建议，从而提高用户满意度。结果表明：在新能源汽车的各项需求属性中，安全性、节能环保性和优质的售后服务为必备属性，续航能力和价格为期望属性，政府减免税收和加大财政补贴为魅力属性，政府和企业对新能源电动汽车的宣传推广为无差异属性。新能源汽车产业政策改进可按照安全性，售后服务，电池寿命，基础设施建设，企业宣传的顺序逐步推进。

Abstract: With the rapid development of my country’s economy and the continuous advancement of industrialization, the demand for the automobile market continues to expand. The development of new energy vehicles is an inevitable choice to promote the transformation of the energy structure and the sustainable development of the automobile industry. In order to accurately identify user needs in the new energy vehicle market, improve the service capabilities and market competitiveness of new energy vehicle companies, and promote the orderly development of the automobile industry, this article first adopts the method of unstructured interviews to obtain consumer purchases of new energy vehicles. Demand, and then use the Kano model to conduct a qualitative and quantitative analysis of the 17 psychological needs of consumers buying new energy vehicles, construct a demand model and propose targeted countermeasures to improve user satisfaction. The results show that among the various demand attributes of new energy vehicles, safety, energy conservation and environmental protection, and high-quality after-sales service are essential attributes, endurance and price are expected attributes, and government tax reduction and exemption and increased financial subsidies are attractive attributes. The publicity and promotion of new energy electric vehicles by the government and enterprises is indifferent. The new energy vehicle industry policy improvement can be gradually advanced in the order of safety, after-sales service, battery life, infra-structure construction, and corporate publicity.