Research On New Energy Vehicles Eco-Business Model And Its Influence On Brand Competitiveness

New energy vehicles industry is not only one of seven strategic emerging industries in China,but also the future development direction of automobile industry.How to develope new energy industry is the key for overtaking other competitors and realizing great country strategy.Since 2016,either traditional well-known auto companies or new rising companies,they all change their development direction into new energy,internet plus,artificial intelligence and auto driving.“Google+Fiat”“Intel+BMW” “Tencent+Weilai” “Ali+Xiaopeng” “Baidu+Chehejia”,cross border integration has become the new normal of automobile industry,the cooperation between auto companies and internet companies are mainly focus on through car APP and mobile APP to build value eco-system,the competition among auto makers is becoming fiercer.The cost of new energy vehicles production is hard to see apparent decrease in the short term because of high-end technology application.Therefore,new energy vehicles producers have turned the attention onto business model establishment.Previous studies have shown that the lagging development of business model is able to lead the excellent technolog stay on its level,which can not let auto makers receive advantage in eco-system level.Under the background of cloud economy,new energy vehicle enterprises also actively use the advantages of science and technology to build an eco-business model.The influence of eco-business model on brand competitiveness also become international frontier issues under the theory of business ecosystem,one of the research focuses of this issue is: some scholars believe that the eco business model can effectively integrate complementary resources through cross-border and expansion,which is bound to attract more customers to live in the ecosystem to improve brand competitiveness;Other scholars believe that although cross-border and expansion can attract more customers,the cost of obtaining new customers through cross-border and expansion is far more than the cost of maintaining existing value activities,which will finally affect the sustainable development of the brand.This paper focuses on the question above,through literature review,theoretical deduction,grounded theory,questionnaire survey,multi-level regression analysis,structural equation model analysis and system dynamics simulation and other research methods,on the basis of value ecosystem theory,business model theory,customer perceived value theory and brand competitiveness theory,this paper studies the following questions step by step: How to characterize the structural dimension of competitive advantage of new energy vehicle eco business model under the value ecosystem? Does the competitive advantage of new energy vehicle ecological business model affect the brand competitiveness? What is the mechanism of this effect? Through the study of above problems,this paper confirmed the structural dimension of the competitive advantage of the new energy vehicle eco-business model under value ecosystem,the influence of the new energy vehicle eco-business model on the brand competitiveness and the mechanism of the influence,this paper also obtained main conclusions as follow:Firstly,through literature review,theoretical deduction and using grounded theory to test the initial coding,spindle coding,selective coding and theoretical saturation of sample data.This paper builds the eco-business model advantage theoretical model of new energy vehicles and value ecosystem expansion model.The eco-business model advantage theoretical model includes 4 dimensions: value proposition advantage,value creation advantage,value acquisition advantage and value maintenance advantage.The value ecosystem theoretical model includes 2 dimensions: value tillering and value deriving.According to the theoretical model obtained by grounded theory,we developed the new energy vehicle ecological business model measurement scale and value ecosystem measurement scale,and verified the structural dimensions of the two scales through exploratory factor analysis,then further verified the conceptual validity,convergence validity and differentiation validity of the two scales through confirmatory factor analysis.The results show that the theoretical model of eco-business competitive advantage of new energy vehicle under value ecosystem is composed of four dimensions: value proposition advantage,value creation advantage,value acquisition advantage and value maintenance advantage;the theoretical model of value ecosystem expansion is composed of two dimensions: value tillering and value derivation.Secondly,this paper investigates the consumer groups of 20 new energy vehicle enterprises,and obtains 624 valid questionnaires.Through Pearson correlation analysis,it verifies that the eco-business model competitive advantage of new energy vehicle has a significant positive impact on brand competitiveness.Then,through structural equation model technology,it verifies four competitive advantages of new energy vehicle eco-business model.The research results show that the new energy vehicle eco-business model value proposition advantage,value creation advantage,value acquisition advantage and value maintenance advantage have a significant direct impact on brand competitiveness.Thirdly,through multi-level regression analysis,structural equation model analysis and Hayes test,this paper further studies the mechanism of the impact of new energy vehicle eco-business model competitive advantage on brand competitiveness.The results show that:(1)the positive effects of value proposition advantage,value creation advantage,value acquisition advantage and value maintenance advantage on brand competitiveness need to be realized through the intermediary effect of customer perceived value.(2)The expansion of value ecosystem can not positively moderate the relationship between new energy vehicles eco-business model competitive advantage and brand competitiveness,but can positively mediate the relationship between new energy vehicle eco-business model competitive advantage and customer perceived value.(3)The expansion of value ecosystem can not indirectly and positively mediate the relationship between new energy vehicle eco-business model competitive advantage and brand competitiveness through the intermediary effect of customer perceived value.The main theoretical contributions of this paper include:(1)the theoretical model of new energy vehicle eco-business model competitive advantage obtained by using grounded theory can more accurately reflect and describe the new characteristics of the value activities of the new energy vehicle business model under the cloud economic background and value ecosystem,such study conclusions expands the existing theoretical map of current business ecosystem research,and deepen the cognition of new energy vehicles eco-business model.(2)Through multi-level regression analysis and structural equation model analysis,this paper discovered that new energy vehicle eco-business model and its 4 dimensions have positive effect on brand competitiveness.(3)Through structural evaluation model,this paper discovered that the impact of new energy vehicle eco-business model competitive advantage on brand competitiveness rely on the mediation effect of customer perceived value,besides,the expansion of value ecosystem can not positively moderate the relationship between new energy vehicle eco-business model competitive advantage and brand competitiveness.