新能源汽车早期采用者特征识别  

Identifying characteristics of new energy vehicles' early adopters

作　　者：叶楠[1] 周梅华[1] 张红红[1] 

机构地区：[1]中国矿业大学管理学院,江苏徐州221116

出　　处：《江苏商论》2011年第11期39-41,共3页Jiangsu Commercial Forum

摘　　要：在低碳经济时代,作为创新产品的新能源汽车,虽然倍受关注,但消费市场仍难有突破。而新能源汽车早期采用者特征的识别,对于早期市场推广极其重要。国外研究表明,新能源汽车早期采用者大多比较富裕且教育水平高,比平均车主年龄稍大,更多的是女性;此外,"混合家庭"是早期新能源汽车的主要利基市场,时尚环保者和驾车成本敏感者是潜在的早期主要采购人群。这些研究结论对我国新能源汽车市场早期推广有着重要启示。Under the low carbon economy era,new energy vehicles,as one of the innovative products,arouses more and more attention.However,it is still in suspense in consumer market.So identifying characteristics of new energy vehicles＇ early adopters for early market promotion is of great importance,which can also be very helpful for mass market penetration.According to abroad findings,the early adopters are much more rich and with higher education level,and most are female,a bit elder than average.Furthermore,＂Hybrid Households＂ are main niche market at early stage.In addition,fashionable environmentalists and those are sensitive to driving costs are most potential early adopters.All of these are throwing important enlightenments on new energy vehicles＇ early market promotion in China.

关 键 词：新能源汽车 早期采用者 人口统计特征 生活方式 市场推广 

分 类 号：F713.3[经济管理—产业经济]