新能源汽车行业市场进入的博弈分析

新能源汽车作为低碳环保的新兴产品,日益走进了人民的生活。随着国家政策的大力推动,汽车生产企业也都陆续开展了新能源汽车的研发与生产,新能源汽车逐渐走入了汽车市场。文章以新能源汽车进入汽车市场为例,运用相关模型,研究新能源汽车与传统汽车之间的博弈。     

基于消费者创新性的市场细分研究

消费者创新性不仅与营销理论相关,与营销实践也密不可分.产品创新成功与否的标准归根到底要取决于消费者是否接受这些创新.本文通过对重庆市主城区消费者的实地调查,以消费者创新性为细分变量,运用价值观和生活方式细分途径,将消费者划分为创新采用者、早期采用者、早期大众、晚期大众和落后采用者五个细分市场,并运用价值观和生活方式变量、行为变量和人口统计变量对细分市场的轮廓进行描述.     

北京市新能源汽车消费鼓励政策及其效果评估

在碳达峰、碳中和目标的指引下,交通领域正在稳步推进节能减排工作,其中推广和应用新能源汽车是当下最为关键的一环。为探究政府扶持政策对新能源汽车消费的拉动作用,本文从北京市新能源汽车消费鼓励政策的多样性和动态变化性出发,深入分析多样化、动态变化的鼓励政策对北京市新能源汽车消费的影响机制和影响效果。结果发现,多措并举之下,北京市新能源汽车市场规模迅速扩张,消费提档升级,中高端纯电动车型成为市场主流。未来,北京市居民对新能源汽车的认可度将进一步提高,产业延续高景气度,纯电动汽车和燃料电池汽车贡献主要市场增量,高端智能化车型更有市场。     

消费者对新能源汽车的态度及接受程度调查分析——以安徽省宿州市为例

基于目前新能源汽车在国内发展现状,通过对新能源汽车市场的调查进行探索性研究,围绕消费者对新能源汽车的态度和接受程度进行了描述性统计分析和对应分析,并通过分析得出了消费者认知因素、产品价格因素、国家政策因素与消费者对新能源汽车的态度和接受程度呈正相关、新能源汽车依然缺乏市场宣传力度等结论。     

新能源汽车的市场营销策略探究

目前我国新能源汽车陷入了"叫好不叫座"以及"政热市冷"的发展怪圈,新能源汽车市场持续遇冷,市场销量较传统汽车而言仍然差距悬殊。本文立足国内学者研究基础之上,从我国新能源汽车发展现状入手,分析新能源汽车消费者采用中的制约因素,探究我国新能源汽车市场营销策略,进而提出了整合营销、体验营销、病毒式营销等策略。     

新能源汽车市场开拓政府补贴研究

开拓新生市场的难度是不言而喻的,该因素如今已经成为阻碍新能源汽车发展最主要的问题之一。文章将以Agent构建政府补贴新能源汽车发展激励模型,分析政府补贴对于新能源汽车的发展影响,尤其是销售业绩影响。将这一经验作用于调整政府补贴力度和新能源汽车开拓市场的研究。     

深圳新能源汽车产业协同创新发展模式与运行机制探索

深圳市的新能源汽车产业发展在政府的大力支持和政策驱动下取得了长足的发展,尤其是后市场的拉动效应助推了前端产业的较快发展,以新能源汽车龙头企业带动、关键零部件与充电配套企业积极参与的新能源汽车完整产业链格局基本形成。但是,产业的整体发展水平和技术创新能力还有待加强,市场完全开放后的市场竞争力还需提升。本文主要是从深圳新能源汽车产业链相关企业协同创新的视角探索最理想的模式及运行机制,从而能够有效提升深圳新能源汽车产业发展的整体技术创新能力和市场竞争力。     

新能源汽车的市场营销策略探究

目前我国新能源汽车陷入了“叫好不叫座”以及“政热市冷”的发展怪圈，新能源汽车市场持续遇冷，市场销量较传统汽车而言仍然差距悬殊。本文立足国内学者研究基础之上，从我国新能源汽车发展现状入手，分析新能源汽车消费者采用中的制约因素，探究我国新能源汽车市场营销策略，进而提出了整合营销、体验营销、病毒式营销等策略。     

法律·法规·政策

国务院办公厅印发《关于加快新能源汽车推广应用的指导意见》7月22日消息,国务院办公厅近日印发《关于加快新能源汽车推广应用的指导意见》（以下简称《意见》）,部署进一步加快新能源汽车推广应用,缓解能源和环境压力,促进汽车产业转型升级。《意见》明确,要以纯电驱动为新能源汽车发展的主要战略取向,重点发展纯电动汽车、插电式混合动力汽车和燃料电池汽车,以市场主导和政府扶持相结合,建立长期稳定的新能源汽车发展政策体系,创造良好发展环境，加快培育市场，促进新能源汽车产业健康发展。     

我国新能源汽车产业链构建的可行性分析

新能源汽车产业是我国重要的战略性新兴产业之一,国内外对新能源汽车产业的研究主要集中在产业化和技术研究方面,但是在宏观方面上,从产业链的角度对新能源汽车产业的研究比较少,即使有关于产业链方面的研究,也主要集中在汽车产业链的升级和改造的角度,而对新能源汽车产业链的研究目前还不成系统并且较为零散,本文主要是在以往的研究基础上对新能源汽车产业链可行性和必要性进行分析。     

Consumer Goods Packaging Innovation and its Role in the Product Adoption Process

Packaging has emerged as an important competitive tool. An innovative package can pre-empt a market position, create a new market and lead to greater sales and profits, just as an improved or reformulated product can. This report investigates the adoption process for packaging innovations in food and food-related items. It seeks to answer certain questions pertaining to the adoption process: Do early adopters differ from the general population? What factors serve to accelerate the rate of adoption of packing innovations by consumers? What kinds of packinging innovations become successes? The results of a small-scale empirical study comparing early adopters of packaging innovations with the general populations provide some answers to these questions. The report concludes with recommendations to management for successful innovative packaging.     

The Hare and the Tortoise: Do Earlier Adopters of Online Channels Purchase More?

Earlier adopters of a product or service tend to be more valuable than later adopters. Does this empirical generalization equally apply to earlier adopters of a multichannel retailer's new online channel too? This study segments customers on the basis of their responses to a new online channel and investigates the effects of their online channel adoption on purchase volumes across segments. The data cover 12.5 years of purchase history and individual transactions at a large multichannel French retailer of natural health products. Contrary to conventional wisdom, it is not innovators or early adopters, but rather the late majority segment that purchases more than the other segments, both before and after online adoption. Adoption of the firm's new online channel does not influence purchase volumes of heavy shopper segments (late majority and innovators), whereas light shopper segments tend to increase their purchases after adopting this new channel.     

The impact of adoption timing on new service usage and early disadoption

Post-adoption usage can be a crucial element in obtaining substantial revenues from new service introduction, especially when adopters display low usage levels or decide to disadopt the service altogether. Here, the authors specifically examine the effects of adoption timing on post-adoption usage and disadoption. Using a longitudinal, individual-level usage data set of 6296 adopters of a new telecom service, they show that the earliest adopters have lower initial usage levels than do later adopters. However, early adopters show increasing usage after adoption, whereas late adopters tend to decrease their usage over time. Also, disadoption rates are higher among later adopters.     

Credit cards in a Chinese cultural context—The young, affluent Chinese as early adopters

This research examines the attitudes of early adopters towards holding and using credit cards, especially how the ‘young and affluent Chinese’ view credit cards, in the Chinese cultural context. The findings indicate that frequent users of credit cards are more inclined to agree that: they display traits of new product adopters; credit cards offer them greater convenience; and others regard them as being more au-fait with technology, and more financially aware. The research also reveals a fear of loss of financial control when using credit cards that may impede its rate of adoption in China.     

The Impact of Mobile App Adoption on Cross-buying: The Moderating Roles of Product Category Characteristics and Adoption Timing

With more and more companies introducing mobile apps and consumers using them during the purchase journey, it is increasingly important to understand the consequences of app adoption on behavioral outcomes. This paper investigates the impact of app adoption on the number of additional products purchased by customers (i.e., cross-buying) and how this effect varies across different product categories and different customers. We focus on two key product category characteristics (utilitarian vs. hedonic nature and perceived risk) and on adopters who vary in their adoption timings (early vs. late adopters). Using data from an online retailer and a combination of propensity score weighting with difference-in-differences and Heckman correction estimation techniques, the results show that app adoption has a positive effect on cross-buying overall, but the effect varies greatly across products and consumers. App adoption promotes additional product purchases for hedonic products but leads to less cross-buying for utilitarian products. In addition, early adopters purchase a higher number of additional product categories than late adopters, with this difference decreasing over time and for new consumers compared to existing customers. These results offer novel insights into the behavioral consequences of app adoption and provide managers with useful recommendations for improving the effectiveness of their mobile app investments.     

Unequal Pricing in the Information Economy: Implications for Consumer Welfare

This article presents an economic analysis of information good pricing and consumer welfare, and discusses the implications of price discrimination in the information economy. It argues that network externalities, coupled with information asymmetry, enable a dominant marketer to price unequally, extracting late adopters surplus to compensate for the loss from early adopters. In the short term, the minority early adopters benefit by paying less, but in the long term, the majority late adopters suffer by paying more. Considering that late adopters are likely to be at a disadvantage in resources, this discriminatory pricing amounts to the poor subsidizing the rich. Based on this analysis, implications for consumer welfare are discussed.     

The Global Compact: an analysis of the motivations of adoption in the Spanish context

In the 10 years after the launch of the United Nations Global Compact (GC), there have been very few empirical assessments of the initiative in the academic literature. In this study, drawing from institutional theory and the resource-based view of the firm, we examine motivations of business participants to adopt the GC principles in the Spanish context. Using survey data from Spain – the country reporting the highest volume of business participants in the GC – we find that external institutional forces as well as internal organisational resources shape motivations for adopting GC principles. In particular, we find that early and late adopters are motivated similarly by the perceived opportunity of achieving image gains, while late adopters are motivated more by economic gains than early adopters. We further find that regardless of the extent of internal intangible resources possessed, firms are similarly motivated by economic gains. The results also show that companies with more intangible resources are motivated more by image gains than those with fewer resources. Our findings indicate that contrary to its earlier days, economic gains have emerged as an important motivator for the adopters of the GC principles with image gains still being an important motivator.     

The adoption of direct banking services

The adoption of new products and services is of increasing importance to many industries. This is especially so for those organisations that are marketing technological innovations. In this paper a model of the perceived innovation attributes and the personal characteristics of adopters and non‐adopters was developed, based on literature and consumer research. These are then tested using a questionnaire concerned with the UK market for direct banking services. The results are presented in detail which indicate that the model presented is an excellent predictor of adoption behaviour. From these results a number of interesting implications have been highlighted for marketing practice.     

Increasing the Marketing Efficiencies of Nonprofit and Public Sector Tourist Destinations:

Site managers for nonprofit and public sector tourist destinations can increase the efficiencies of their marketing efforts by drawing from diffusion of innovation research as advocated in this paper. The definition of diffusion of innovation is applied to this market arena, along with a strategic adaptation of the rapid diffusion characteristics. The advantages of profiling early adopters is also addressed. In general, this paper presents a creative application of marketing principles, for the benefit of nonprofit and public sector tourist site administrators.     

Which consumers are willing to pay for smart car healthcare services? A discrete choice experiment approach

The technology adoption lifecycle model categorizes consumer groups in the new concept products and services market, based on different characteristics and needs, into innovators, early adopters, early majority, late majority, and laggards, in order of adopting new products and services. This study aims to estimate heterogeneous consumer preferences and willingness to pay for a new concept convergence service, the smart car healthcare service, using a choice experiment questionnaire and a hierarchical Bayesian mixed logit. We found that consumers were willing to pay an additional 3000 to 6000 KRW/month (2.65–5.29 USD/month) for a service that measured both physical movement and vital signs compared to either the former or the latter. It was also found that they were willing to pay about 3000 KRW/month (2.65 USD/month) more for a service that provides health condition predictions compared to one that provides only the current health condition. In addition, customers who were young, innovative, and favored the utility of healthcare services showed a lower sensitivity to service fees than those who were not. Thus, they were found to have a greater willingness to pay for advanced smart car healthcare services.