A Study on the Product Demand of New Energy Vehicles Based on the Kano Model
- 1 Business School of Beijing Institute of Fashion Technology, Beijing, China
- 2 Business School of Beijing Institute of Fashion Technology, Beijing, China
- 3 Business School of Beijing Institute of Fashion Technology, Beijing, China
- 4 Business School of Beijing Institute of Fashion Technology, Beijing, China
- 5 Business School of Beijing Institute of Fashion Technology, Beijing, China
Abstract
With the continuous advancement of technology, the new energy vehicle (NEV) industry has become an important direction for the development of the global automotive industry. For China, it is not only one of the seven strategic emerging industries but also a key opportunity for the transformation and upgrading of the automotive industry. This study is based on the Kano model to systematically classify and prioritize the demand for new energy vehicle products, aiming to reveal the complex relationship between product characteristics and user satisfaction, and to provide strategic guidance for demand management and product development in the new energy vehicle industry. Through in-depth analysis, this paper identifies the essential attributes, performance attributes, excitement attributes, and indifferent attributes of new energy vehicle consumer demands, providing targeted product improvement and market strategy formulation for new energy vehicle companies. The research results show that battery life, safety, and after-sales service are essential attributes of new energy vehicles, while charging power, price, and brand recognition are performance attributes. Endurance, environmental performance, and other attributes are considered excitement attributes, which can significantly enhance consumer satisfaction and loyalty. In addition, factors such as price and the distribution of charging stations have a relatively small impact on consumer satisfaction and are classified as indifferent attributes. The study also found that with the development of the market, consumers’ demand for emerging features such as intelligence and connectivity is growing, which puts forward new requirements for the direction of product development of companies. The study provides demand management and product development strategies for the new energy vehicle industry, helping companies to enhance user satisfaction and strengthen market competitiveness. It also provides a reference for the government to formulate relevant policies to promote the healthy development of the new energy vehicle industry.
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