How to Obtain More Market Shares of Domestic New Energy Vehicles from Behavioral Economics -- Taking Xiaopeng Automobile as an Example

Research Article
Open access

How to Obtain More Market Shares of Domestic New Energy Vehicles from Behavioral Economics -- Taking Xiaopeng Automobile as an Example

Chaoyi Shen 1*
  • 1 NAS    
  • *corresponding author 13660089599@139.com
Published on 13 September 2023 | https://doi.org/10.54254/2754-1169/7/20230235
AEMPS Vol.7
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-915371-41-6
ISBN (Online): 978-1-915371-42-3

Abstract

Due to the continuous development of China's economy and society, the ownership of new energy vehicles will continue to rise steadily. At the same time, people begin to pay more attention to environmental pollution, and consumers' willingness to buy new energy vehicles is also strengthening. The development of a new generation of new energy vehicles in China can promote the transformation and upgrading of China's automobile industry, speed up the technological revolution, and reduce energy consumption and environmental pollution. In order to discuss the current China's new energy vehicle how to gain more market share, this paper explores the new marketing model of China's new energy vehicles, the prospect of behavioral economics model, the heavy anchor effect, mental accounts, by using field investigation, respectively from the macro environment, China's new energy vehicle depot. Based on the comprehensive analysis of the current situation and consumer psychology, taking Xiaopeng Automobile as an example, this paper proposes that the market share can be improved by issuing time-effective coupons for car purchase, improving the brand's good first impression and regularly organizing incentive activities with high consumer participation which will provide a reference for the development of other companies in the automotive industry and open up new ideas to promote the development of new energy vehicles in China.

Keywords:

behavioral economics, new energy vehicles, market share, xiaopeng automobile, marketing strategy

Shen,C. (2023). How to Obtain More Market Shares of Domestic New Energy Vehicles from Behavioral Economics -- Taking Xiaopeng Automobile as an Example. Advances in Economics, Management and Political Sciences,7,214-219.
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References

[1]. Dongsheng Wang: Research on internationalization Development Strategy of New energy Vehicles in China [J]. Automotive Digest, 2022 (3): 34-43.

[2]. Li Shu: The Theoretical framework of behavioral economics and its review [J]. Exploration, 2003(5): 51-54.

[3]. Chunxiang Guo, Ying Peng, Qiang Guo: Lattice order group decision making with interval probability based on prospect theory. 2014 International Conference on Management Science &Engineering (ICMSE), ,2014.

[4]. Guangyu Chen: Anchoring Effect behind housing price Fluctuation [J]. Sichuan Provincial Information, 2019(01):56.

[5]. Chendi Hu, Tang L.: Explore the management strategy of human resource law source from the perspective of psychological account. Journal of Science and Education, 2018(10): 81-82.

[6]. By United CPCA, In-depth Analysis report on China's New Energy Market, June 16, 2022. http://www.cpcaauto.com/newslist.php?types=csjd&id=2781

[7]. Zhijia Liu: Research on Development Strategy of Xiaopeng Automobile Technology Co., LTD [D]. Changchun: Jilin University, 2020.

[8]. Tianyu Cui: Analysis of Consumer Purchasing Behavior of New Energy Vehicles [D]. Shanghai: Shanghai Jiao Tong University, 2012.

[9]. Zhuozhi Liu: New energy vehicle market environment analysis and target customer marketing strategy [J]. Chinese and Foreign Entrepreneurs, 2019 (12): 125-126.

[10]. Ma H. F.: The formation of consumer brand preference and analysis of behavioral economics perspective [J]. China Circulation Economy, 2008(7):60-62.

Cite this article

Shen,C. (2023). How to Obtain More Market Shares of Domestic New Energy Vehicles from Behavioral Economics -- Taking Xiaopeng Automobile as an Example. Advances in Economics, Management and Political Sciences,7,214-219.

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About volume

Volume title: Proceedings of the 2nd International Conference on Business and Policy Studies

ISBN：978-1-915371-41-6(Print) / 978-1-915371-42-3(Online)
Editor：Canh Thien Dang, Javier Cifuentes-Faura
Conference website: https://2023.confbps.org/
Conference date: 26 February 2023
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.7
ISSN：2754-1169(Print) / 2754-1177(Online)

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References

[1]. Dongsheng Wang: Research on internationalization Development Strategy of New energy Vehicles in China [J]. Automotive Digest, 2022 (3): 34-43.

[2]. Li Shu: The Theoretical framework of behavioral economics and its review [J]. Exploration, 2003(5): 51-54.

[3]. Chunxiang Guo, Ying Peng, Qiang Guo: Lattice order group decision making with interval probability based on prospect theory. 2014 International Conference on Management Science &Engineering (ICMSE), ,2014.

[4]. Guangyu Chen: Anchoring Effect behind housing price Fluctuation [J]. Sichuan Provincial Information, 2019(01):56.

[5]. Chendi Hu, Tang L.: Explore the management strategy of human resource law source from the perspective of psychological account. Journal of Science and Education, 2018(10): 81-82.

[6]. By United CPCA, In-depth Analysis report on China's New Energy Market, June 16, 2022. http://www.cpcaauto.com/newslist.php?types=csjd&id=2781

[7]. Zhijia Liu: Research on Development Strategy of Xiaopeng Automobile Technology Co., LTD [D]. Changchun: Jilin University, 2020.

[8]. Tianyu Cui: Analysis of Consumer Purchasing Behavior of New Energy Vehicles [D]. Shanghai: Shanghai Jiao Tong University, 2012.

[9]. Zhuozhi Liu: New energy vehicle market environment analysis and target customer marketing strategy [J]. Chinese and Foreign Entrepreneurs, 2019 (12): 125-126.

[10]. Ma H. F.: The formation of consumer brand preference and analysis of behavioral economics perspective [J]. China Circulation Economy, 2008(7):60-62.

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