Analysis on the Development of New Energy Automobiles in China Using Multi-Attribute Attitude Model

Abstract

The development of new energy automobiles has become the consensus of all countries in the world. With China’s oil dependence on foreign countries gradually entering the warning line, the oil consumption of the automobile industry has reached more than 1/3 of the total consumption. So, developing new energy automobiles is an important measure to alleviate the national oil shortage and reduce the dependence on foreign oil. Using the multi-attribute attitude model of consumer behavior, this paper compares the new energy automobiles with the traditional vehicles, and constructs a comprehensive evaluation model of consumers’ attitude towards automobile consumption. The research shows that: in cities with high economic development level, consumers’ preference for vehicle license plate will promote their choice to buy new energy automobiles; and in cities with general economic development, consumers’ preference for new energy automobiles is mainly because of a lower price. Based on this, we then put forward some countermeasures and suggestions, such as innovating the marketing mode of new energy automobile development, improving the core technology of new energy automobile and government investment.