绿色背景下新能源汽车销售因素分析——以比亚迪新能源汽车为例

Analysis of Sales Factors of New Energy Vehicles under the Background of Green—Taking BYD’s New Energy Vehicles as an Example

摘要: 随着我国汽车数量不断增多，我国能源需求量不断加大，环境压力骤增。为了改善环境质量，降低对石油能源的依赖度，新能源汽车应运而生并迅速抢占市场。基于此，本文以比亚迪新能源汽车为研究对象，通过研究绿色背景下消费者购买新能源汽车的影响因素，为新能源汽车的发展提供一定的建议。本文从产品特性、经济考量、政策导向、个人偏好四个维度对绿色背景下消费者购买新能源汽车的影响因素进行了实证分析。论文结合学者研究提出研究假设，设计理论模型，编制测量量表，并通过调研得到有关数据，对假设进行了验证。研究结论如下：政策导向、经济考量、产品特性、个人偏好对绿色背景下消费者对新能源汽车的购买意愿都呈正向影响。

Abstract: As the number of vehicles in our country continues to increase, the demand for energy is also growing, leading to a sudden rise in environmental pressure. To improve environmental quality and reduce dependence on petroleum energy, new energy vehicles have emerged and quickly captured the market. Based on this, this paper takes BYD’s new energy vehicles as the research subject, studying the factors influencing consumer purchases of new energy vehicles under a green context, and providing certain suggestions for the development of new energy vehicles. This paper empirically analyzes the factors influencing consumers’ purchase of new energy vehicles under a green context from four dimensions: product characteristics, economic considerations, policy orientation, and personal preference. The research hypothesis is proposed in conjunction with scholarly studies, a theoretical model is designed, and measurement scales are developed. Data relevant to the hypotheses are obtained through surveys, which validate the hypotheses. The conclusions of the study are as follows: policy orientation, economic considerations, product characteristics and personal preference all have positive impacts on consumers’ willingness to purchase new energy vehicles under a green context.