Research On Optimization Strategies For Reducing Consumer Perceived Risk Of Z New Energy Vehicle Company

The continuous rise in oil prices in recent years has led to the rapid rise of the new energy vehicle industry.At the same time,car safety accidents are gradually increasing,causing consumers to have concerns about purchasing new energy vehicles.In addition,perceived risks such as product prices,service levels,and policy measures can also have an impact on consumers’ purchasing decisions.For car companies,changes in consumer purchasing decisions will directly affect the sales of their products,thereby affecting their production and operations.Therefore,it is crucial for enterprises to adopt appropriate strategies to reduce consumer perceived risks and promote the achievement of consumer purchasing decisions.Based on this,this article mainly studies how new energy vehicle companies can effectively reduce consumers’ perceived risks and facilitate the achievement of transactions.This article takes Z New Energy Vehicle Company as the research object,combining consumer purchasing decision theory,perceived risk theory,and risk management theory.Firstly,it analyzes the existing methods of reducing consumer perceived risk in Z Company from four dimensions: perceived economic risk,perceived technological risk,perceived service risk,and perceived policy risk;Secondly,by distributing survey questionnaires,evaluate the effectiveness of existing measures to reduce consumers’ perceived risk.The survey results show that the perceived risks of consumers in Z company towards new energy vehicles mainly focus on perceived technology risks and perceived economic risks,followed by perceived service risks and perceived policy risks.Furthermore,the Analytic Hierarchy Process combined with Fuzzy Comprehensive Evaluation was used to analyze the existing strategies,and the problems of existing strategies were explained from four aspects: low consumer awareness of products,high product prices,and high costs for accessories and maintenance in terms of perceived economic risks;In terms of perceived risks in technology,there are issues such as false reporting of range,inconsistent industry standards leading to poor user experience,relatively outdated core technologies,and inadequate promotion of technological advantages;There are issues with weak supporting facilities,imperfect after-sales service,and the second-hand car recycling market in terms of perceived risk of service;In terms of policy perception risks,there are issues such as untimely updates of infrastructure construction policies,unstable financial subsidy policies,and insufficient efforts in transportation preferential policies.Finally,an optimization strategy for Z Company to reduce consumer perceived risk is proposed: firstly,by focusing on promotion,flexible pricing,and quantitative production,to reduce consumers’ perceived economic risks;Secondly,by clarifying the range,technology empowerment,improving the level of core technology,and experiential marketing,we aim to reduce consumers’ perceived technological risks;The third is to reduce consumers’ perceived service risks by improving supporting facilities,improving service systems,and improving the second-hand car market;The fourth is to reduce consumers’ perceived policy risks by participating in facility investment,weakening subsidy dependence,and striving for transportation discounts.This article found through research that although Z Company’s current strategy has shown good overall effectiveness,there are still shortcomings in reducing consumers’ perceived technological and economic risks.Therefore,it is recommended that Z Company optimize and adjust its existing strategies appropriately,and focus more on reducing consumers’ perceived technological and economic risks on the basis of overall planning.At the same time,this article also provides ideas for other enterprises in the same industry to accurately identify consumer risk perception points,and provides reference for enterprises to develop corresponding measures to reduce consumers’ perceived risks.