Marketing Optimization Research On New Energy Vehicle Of HC Corporation Based On Consumer Perceived Value

As a strategic emerging industry,the new-energy vehicle is the key area of realization of the Double Carbon Goal.It is also the only way for China to move from a big automobile country to an automobile power.The development of new-energy vehicle is both opportunity and challenge for the domestic enterprises of the new-energy vehicle.It is also a important subject for the marketing research of the new-energy vehicle.From the customer perceived value(CPV)perspective,This paper discussed how dose every dimension of the CPV will influence the new-energy vehicle purchase decision.On this foundation,this paper introduced the background of the HC corporation,gave the further analysis of the current situation of the HC new-energy vehicle marketing and point out the deficiencies.Lastly,this research provide some optimizing measures and safeguards.Firstly,the paper makes simple introduction to new-energy vehicle marketing research background and the research status at home and abroad.And reviewed three theories: customer perceived value theory,purchase decision theory and marketing strategy theory.Secondly,this paper divided the CPV of the new-energy vehicle into five dimensions: capability value,cost value,emotional value,social value and green value.This paper use the empirical study methods and get the conclusion that all the five dimensions has positive support on the purchase decision on the new-energy vehicle.Thirdly,this research selected some of the historical customers of the HC Corporation as analysis samples,use the question survey methods,studied the current state of new-energy vehicle marketing from the five-dimensions CPV perspective and point out the deficiencies.At last,this paper provide the several suggestions to optimize the marketing from the five dimension of the CPV respectively and gave some safeguard measures.To optimize the new-energy vehicle marketing strategy system of the HC Corporation,The customer value and other relevant theories as considering in our study that analyze the marketing strategy by literature research,questionnaire survey and case-study methods.And we hope what we did will provide a useful reference for the future development of this company.