I 摘要 石油短缺，石油危机频频爆发，世界各国为了减少对石油的依赖，都把发展新能 源汽车作为战略制高点。近年来随着我国汽车保有率不断提升，为了减少对石油依赖 性，以及减少汽车尾气已对大气的污染，我国政府采取财政、税收、金融等全方位的 政策扶持，来促进我国新能源产业的发展。在诸多政府鼓励政策的引导下，众多的汽 车企业纷纷加入到新能源汽车领域。比亚迪是一家致力于振兴我国的民族汽车产业的 企业，创立24年以来，始终致力于新技术研发，车型迭出，满足了消费者个性化需求， 销量位居前列，市场表现可圈可点，成为我国新能源汽车发展的引领者。但是市场竞 争加剧，消费者接受程度不高，核心部件电池的研发欠成熟，充电时间长，充电桩的 普及低充电不方便以及政府对新能源汽车补贴政策的退拨等问题，导致比亚迪市场表 现有所下滑，其全球销量榜首位置被美国特斯拉取代。 为了促进比亚迪新能源汽车的市场表现，确保我国经济的发展转型、抢占新经济 业态的制高点。本文从三个维度构建理论模型，确定了以比亚迪新能源汽车消费者购 买意愿为因变量，政府政策、消费者认知、企业公众形象三大变量为自变量的理论模 型，采用问卷调查、实证分析的方法，考察公众对新能源汽车看法和选购时关注的问 题。通过分析研究，提出政府应该加强政策支持，舆论引导，加强环保理念的引导， 加大资金投入。企业要大力发展企业核心竞争力，进一步开拓国际市场，优化营销组 合策略。通过宣传让消费者要建立环保意识，积极接纳新能源汽车。本次研究对比亚 迪企业的发展具有重要意义的同时，在一定程度上对我国其它新能源汽车企业发展提 供参考，从而推进我国的低碳经济发展进程、改善生态环境，对于促进我国经济的发 展转型、抢占新经济业态的制高点也具有重要的现实意义。 关键词：新能源汽车；购买意愿；影响因素 ABSTRACT III ABSTRACT In order to reduce the dependence on oil, all countries in the world regard the development of new energy vehicles as the strategic commanding point. In recent years, with the continuous improvement of car ownership rate in China, in order to reduce the dependence on oil and the air pollution caused by automobile exhaust, the government of our country has taken a full range of financial, tax, financial and other policy support to promote the development of China's new energy industry. Under the guidance of many government encouragement policies, many automobile enterprises have joined in the field of new energy vehicles. BYD is an enterprise dedicated to revitalizing China's national automobile industry. Since its establishment 24 years ago, BYD has always been committed to the research and development of new technologies, with multiple models to meet the personalized needs of consumers. Its sales volume is in the forefront, the market performance is remarkable, and it has become the leader of China's new energy automobile development. However, the market competition is intensified, the acceptance of consumers is not high, the research and development of core component batteries is not mature, the charging time is long, the popularity of charging piles is not convenient for low charging, and the government's subsidy policies for new energy vehicles are withdrawn, which leads to the decline of BYD's market performance, and its top position in global sales volume is replaced by Tesla in the United States. In order to promote the market performance of BYD's new energy vehicles, ensure the development and transformation of China's economy, and seize the commanding heights of new economic formats. This paper constructs a theoretical model from three dimensions, and determines a theoretical model with BYD's new energy vehicle consumers' purchase intention as the dependent variable, government policy, consumer cognition and corporate public image as the independent variable. By using the methods of questionnaire survey and empirical analysis, this paper examines the public's views on New energy vehicles and the issues concerned during purchase. Through analysis and research, the government should strengthen policy support, public opinion guidance, strengthen the guidance of environmental protection concept, and increase capital investment. Enterprises should vigorously develop the core competitiveness of enterprises, further develop the international market and optimize the marketing mix strategy. Through publicity, 西北农林科技大学硕士学位论文 IV consumers should establish environmental awareness and actively accept new energy vehicles. This study is of great significance to the development of BYD enterprises, and also to the development of other new energy automobile enterprises in China to a certain extent, so as to promote the development process of low-carbon economy and improve the ecological environment in China, which is also of great practical significance to promote the development and transformation of China's economy and seize the commanding heights of new economic formats. KEY WORDS: New Energy Vehicles; Purchase Intention; Influencing Factors 目 录 V 目 录 摘要 ........................................................................................................................................... I ABSTRACT ........................................................................................................................... III 第一章 导论 .......................................................................................................................... 1 1.1 研究背景 .................................................................................................................... 1 1.1.1 宏观层面 .......................................................................................................... 1 1.1.2 微观层面 .......................................................................................................... 3 1.2 研究目的和意义 ........................................................................................................ 5 1.2.1 研究目的 .......................................................................................................... 5 1.2.2 研究意义 .......................................................................................................... 6 1.3 文献综述 .................................................................................................................... 7 1.3.1 消费者态度与购买意愿 .................................................................................. 7 1.3.2 政府政策与购买意愿 ...................................................................................... 7 1.3.3 产品特质与购买意愿 ...................................................................................... 8 1.3.4 文献述评 .......................................................................................................... 8 1.4 研究思路与方法 ........................................................................................................ 9 1.4.1 研究思路 .......................................................................................................... 9 1.4.2 研究方法 ........................................................................................................ 10 第二章 理论基础 ....................................................... 11 2.1 消费者购买意愿的内涵 ...........................................................................................11 2.2 消费者行为理论 .......................................................................................................11 2.2.1 恩格尔模式（EKB模式） ............................................................................11 2.2.2 霍华德—谢思模式 ........................................................................................ 13 第三章 研究设计和实施 ................................................. 17 3.1 模型构建与研究假设 .............................................................................................. 17 3.1.1 模型构建 ........................................................................................................ 17 3.1.2 研究假设 ........................................................................................................ 18 3.2 调查方法设计与实施 ..................................................................