The Identification Of Potential Consumers On Domestic Electric Vehicles And The Research Of Consumer Behavior

In recent years, the energy crisis, the aggravation of environment pollution and the rising of people’s environmental awareness, promoted the promotion of environmental protection and energy saving industry. Each automobile manufacturer have invested a large sum of funds to develop electric vehicles, and the National policy support for new energy vehicles as well as the rising oil prices also accelerated the industrialization process of the electric vehicle. And at present the research of domestic electric vehicles are mostly concentrated at the technical level, less from the perspective of consumer behavior. Therefore, It have important practical significance to research the consumer behavior of electric vehicle potential consumer from the perspective of consumer behavior for the government and enterprises to promote the industrialization of electric vehicles, to develop appropriate policies and marketing strategies.This paper introduce the concept of social exchange theory to the research of electric vehicle consumer behavior, it regard the consumer purchase behavior as a social exchange relationship to investigate the effect of the economic and social benefits in the social exchange theory to the purchase intention of the electric vehicle potential consumers, and thus find out why the consumer that have a strong purchase intention at present want to buy the electric vehicles. This paper obtained the following conclusion through market research and statistical analysis methods:At present when the consumer who have a strong purchase intention consider buying the electric vehicles, they may pay more attention to the service effectiveness, practical efficiency and psychological wealth, followed by the value of car, money returns and social status. Therefore, the government and the electric vehicle enterprises should focus on the services effectiveness, the practical effectiveness and psychological wealth which the consumer can obtain from the electric vehicle to develop the appropriate policies and marketing strategies.This paper also introduce the concept of lifestyle and environmental awareness to the research of electric vehicle consumer behavior, research the differences of the electric vehicles consumer hold the different purchase intention in lifestyle and environmental awareness. This paper obtained the following conclusion through market research and statistical analysis methods:At present the lifestyle of the consumer who have a strong purchase intention mostly focus on the Science and Technology Lifestyle and Green Environmental Protection Lifestyle, followed by the Independent Lifestyle and finally the Personality Popular Lifestyle. That is the early potential consumers of electric vehicles will be green environmental protection and science and technology lifestyle. Therefore, the government and the electric vehicle enterprises should focus on the consumer of green environmental protection and science and technology lifestyle to develop an attractive targeted marketing strategy.Finally, this paper puts forward some targeted marketing management proposals which are valuable to the government and the electric vehicle enterprises, hope to provide some theoretical and practical basis for domestic development and industrialization of electric vehicles.