Research On The Marketing Strategy Of Domestic Electric Car Based On Consumer Behavior

Nowadays,the development of electric car is the main direction of the future development of our automobile industry.In the light of the international car industry,electric car replacing traditional fuel car is in accordance with the needs of the times and is the general trend of automobile industry.For any industry,enterprise marketing activities are indispensable.However,there seems to be a lot to improve and explore in the marketing strategy of electric car market.For some consumers,home electric cars are a new thing.Under the new situation,the marketing strategy of traditional automobile is obviously challenged,and the influence of consumer behavior on the marketing strategy of domestic electric vehicle is more and more important.Therefore,this paper chooses to study the consumer behavior from the perspective of consumers and put forward some suggestions on the marketing strategy of domestic electric car to promote the development of domestic electric car industry.The research content of this paper mainly includes the following points: First,based on the theory of consumer behavior and marketing strategy,the research status of consumer behavior and marketing strategy of electric vehicles at home and abroad is systematically combed and summarized.Secondly,based on the current situation of the domestic electric car market in China,the author analyzes the specific situation and influencing factors of the consumer behavior,puts forward that the consumer psychological factors,situational factors and personal factors will jointly influence the purchase intention.Thirdly,the theoretical model of how to construct consumer buying behavior is influenced by the attitude,subjective norms,psychological factors of perceived behavior control,government policy and the personal factors of the relative attributes of electric car,which are valued by consumers.Finally,according to the research conclusion of the influence factors of consumer buying behavior,this paper explores the choice of marketing strategy of domestic electric car and puts forward practical suggestions.The research method adopted in this paper is based on a large number of literature and theoretical data,through empirical research and the use of SPSS and LISREL statistical analysis software to carry out data analysis,and finally concluded the corresponding conclusions,for the domestic electric car marketing strategy for China to provide inspiration and help.In this paper,it is concluded that the psychological factors and situational factors of consumers will affect consumers 'willingness to purchase electric vehicles for domestic use.At the same time,the study found that consumers with different group characteristics have different attitudes towards electric vehicles and purchase intentions.The author puts forward that we should pay attention to the marketing and publicity strategy of electric vehicles in home and accumulate the consumer's cognition level.Through the implementation of word-of-mouth marketing strategies to strengthen consumers 'subjective sense of norms;Pay attention to experiential marketing strategies to enhance consumer perception;Pay attention to the price marketing strategy and differentiated marketing strategy,pay attention to the research and development of electric vehicle life ability and other technologies,and effectively grasp the marketing strategy recommendations of consumer demand.