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

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.