摘要
低碳经济时代,对于创新产品——新能源汽车,我国大多数消费者既充满期待又有所犹豫。运用两步聚类分析方法,对我国新能源汽车潜在采用者进行细分,聚类结果形成两类,即早期采用大众和晚期采用大众。聚类研究结果显示,我国新能源汽车的早期大众与晚期大众采用者相比,相对较年轻、收入水平不高、教育程度也不是很高、未婚者居多、性别比例相当,对汽车产品知识还不甚了解、驾驶经验也远远不丰富,不过他们对新能源汽车的推广较为认同,甚至期待。这与国外学者的研究结果有所不同,可能主要取决于各国的国情和人们的生活方式及消费需求等。
The majority of Chinese consumers are expecting, though somewhat hesitating, to adopt New Energy Vehicles （NEVs）, an innovation in the low carbon economy era. This paper applies two-step cluster analysis method to form clusters of Chinese NEVs＇ potential adopters. The results shows that two clusters early adopters and mass adopters have been formed. Early adopters are younger who have less income and lower education level, less vehicle product knowledge and few driving experiences, but they are more positive to accept NEVs than mass adopters. Besides, most early adopters are single. However, these findings are different from previous studies in U.S., which showed that most early adopters were rich and had higher education level, they were more female and older. This adoption tendency may depend much more on different culture, lifestyle, and consumer needs. At last, this paper provides some marketing strategic suggestions in terms of Chinese NEVs promotion in the introduction stage.
出处
《广东广播电视大学学报》
2012年第4期97-100,共4页
Journal of Guangdong Radio & Television University
关键词
新能源汽车
早期采用者
聚类特征
两步聚类分析
new energy vehicles
early adopters
cluster characteristic
two-step cluster analysis
