新能源汽车的消费者特征研究——基于深圳市消费者调查的分析
Research of Customer’s Choice Preference for New Energy Vehicles: Based on the Analysis of a Consumer Survey in Shenzhen

摘要 以深圳市购车消费者为研究对象, 在实地问卷调查数据的基础上, 利用嵌套Logit模型, 研究具有新能源汽车选择偏好的群体特征。结果表明, 年轻群体的选择偏好是混合动力汽车, 女性或受教育程度较高群体的选择偏好是插电式混合动力汽车, 年长者、低收入或受教育程度较低群体的选择偏好是纯电动汽车。研究结果可为政府决策和企业细分市场, 以及针对性地开发电动汽车产品和改善大气环境质量提供参考。
Abstract Based on the questionnaires of consumers in Shenzhen, and analysis the data with Nested Logit model, the customer’s choice preference was studied. The result shows that different people have different preference of new energy vehicles: younger people prefer HEV; women and high education group prefer PHEV; the elder, low income and low education groups prefer BEV. The results provide a reference for government and enterprise to market segmentation and product improvement, which is essential to improve air quality.