Research On The Factors Affecting The Purchase Intention Of Beiqi New Energy Vehicle Qingdao Consumers

As China’s energy and environmental issues become more prominent,new energy vehicles have also become a new direction for the development of the automotive industry.Beiqi New Energy Co.,Ltd.and Qingdao Laixi City jointly purchased and built a new energy automobile industrial park,and achieved great results.This paper takes Beiqi New Energy Vehicle as the research object and conducts in-depth research on the purchase intention of Qingdao consumers,from the company image,product internal image,product external image,consumer environmental awareness,consumer product involvement and government policy.Construct a theoretical model to help BAIC New Energy Company fully analyze the market in the future development,enhance the company’s services,continuously promote product upgrades,promote the steady growth of new energy production bases,drive Qingdao’s economic development,and upgrade BAIC’s new energy vehicles.Sales in Qingdao.This paper analyzes the environment of BAIC New Energy Company,including the state subsidy policy,consumer market and automobile technology,and finds that the current problems faced by BAIC New Energy Company are:over-reliance on low-end models to expand the market,products The competitiveness is low,the brand influence needs to be improved,the core components have weak research and development capabilities,and the production costs are high,resulting in high product prices.This paper constructs the theoretical model of the purchase intention of Beiqi New Energy Vehicle Qingdao consumers from the aspects of company image,product internal image,product external image,consumer environmental awareness,consumer product involvement and government policy,and proposes research hypotheses.Carry out data collection.The research results show that the company image,product internal image,product external image,consumer environmental awareness and government policies have a significant positive impact on Qingdao consumers’ willingness to purchase,and consumer product involvement does not have a significant impact on purchase intention.,and on the basis of this revised the theoretical model.Based on the empirical research on the factors affecting the purchase intention of Beiqi New Energy Automobile Qingdao consumers,this paper proposes to comprehensively enhance the brand and service image of Beiqi New Energy Vehicle,enhance the external image of Beiqi New Energy Vehicle,and enhance the intrinsic performance of Beiqi New Energy Vehicle.,to build a marketing model of green consumption concept,and actively seek management measures supported by relevant government policies.