5.2.1. Market Cultivation Measures Based on Existent EV Technology
According to Rogers’ diffusion of innovations theory, new product will be diffused from innovators to early adopters, early majority, late majority and laggards. According to market share indicators, there are already innovators in China. The goal of market cultivation is to achieve instant effect and diffuse to early adopters and the early majority as soon as possible. Therefore, suggestions are put forward to cultivate early adopters and early majority market based on existent technology of EVs.
(1) Strengthen Charging Pile Construction and Integration Operation
Long charging time, inconvenient charging, and short cruising range have always been concerns of EV consumers. In order to easing consumer concerns about charging, increase the construction of charging facilities, increase the coverage of charging facilities, and increase the utilization rate of charging facilities have been the top priorities of China’s EV market promotion. By the end of 2017, the number of public-type charging facilities in China had reached 213,900, and the number of private charging facilities equipped with EVs was about 231,800. Due to the long charging time of the EV, these charging facilities cannot meet the demand.
Lay out the charging station (pile) rationally. Increase charging facilities and access to higher-level power-related facilities in all types of parking lots (including residential areas) that have been built; construct charging facilities in large public building parking lot and social public parking lot; layout fast charging piles in shopping malls, entertainment venues and large temporary parking lots reasonably; it is necessary to build charging piles because of the rapid growth of private EVs; provide exclusive charging infrastructure for official vehicles, special vehicles, employee vehicles, etc. and related facilities for accessing superior power supplies in conditional parking lots; gradually promote public charging infrastructure planning from the central city to the suburbs, from the “urban priority to develop” area to the general area.
Encourage private charging pile sharing. Synchronously build a special transformer for charging facilities with the residential quarters and lay the power supply line of the charging facility to each parking space and leave an interface. The residents can purchase the charging pile by themselves. The EV owners can obtain the location of the shared charging pile can be seen on the charging pile sharing APP, in which detailed and accurate charging pile information is introduced, and there is a corresponding scientific and convenient charging and settlement method. The sharing of charging piles can greatly increase the charging pile coverage, increase the charging pile usage rate, and reduce consumer concerns about charging.
Build large automatic quick change charging stations in the center of the transportation hub. Large-scale commercial vehicles for urban public transportation and sanitation are charged at different time. Consider layout battery-changing power stations for taxi charging. The battery quick-change mode is the best choice, so that urban public transportation, sanitation large commercial vehicles, taxis, etc. are not compatible with small-sized vehicles for charging facilities to achieve convenient charging purposes.
In the design of the charging pile, the user experience needs to be fully valued. Provide convenient payment and settlement methods, use corresponding marketing means for charging consumption, encourage market competition, and stimulate the technology advancement through the natural law of survival of the fittest. Provide recreational facilities at the public charging station to avoid the boring waiting of the charging owner, making the charging process more enjoyable.
Integrate the location of the charging facility into the navigation system of the EV. The system collects the dynamic information of the national public charging pile and supervises its operation. It gives the charging suggestions along the way for the driver to choose, which will hope to alleviate the trouble of the difficulty of finding a charging pile of EV owners.
Formulate preferential policies to encourage all parties in the society to actively participate in the construction and operation of charging facilities. Through the implementation of financial subsidy policies and other preferential policies, enterprises and individuals will be attracted to provide funds or land, invest in construction and participate in the operation of charging infrastructure.
(2) Preferential Electricity Price Guidance
High charging costs are another important factor affecting the use of EVs. In 2014, China began to use price leverage to promote the promotion of EVs and implemented a supportive electricity price policy for EVs charging facilities. Implement preferential price for operational and centralized charging facilities and charge at large industrial electricity price. Electricity for facilities of residential area is charged at residential electricity prices. At the same time, the electricity consumption of the vehicle charging facilities is charged according to the peak and valley time-of-use electricity price to encourage users to reduce charging costs.
At present, the main reason for the high charging cost is that the parking fee and the electricity bill are high, and the peak and valley time-of-use electricity price is not well implemented. Firstly, actively connect the power supply department, implement a variety of preferential policies such as low valley electricity price, and encourage users to charge during non-peak hours. Introduce various packages such as “unlimited charging” for monthly subscriptions for EVs users and implement further preferential electricity prices for household EVs charging to encourage home charging. Secondly, reduce the parking fee for the charging facility, thereby reducing the charging cost.
(3) Publicity and Promotion
In view of the fact that consumption perception of EVs is low, consumers’ perception and attitude towards EVs will be affected through various channels, so that consumers’ consumption behavior of EVs will be changed to make consumers be willing to accept EVs, so as to cultivate the vibrant market demand. To change consumers’ perceptions and attitudes, the following aspects need to be considered. Seize TV as the main channel for obtaining automobile information. Directed by the government, nonprofit advertising on EVs can be launched on suitable TV channels. And the advertising creativity should target males aged 20–40 with bachelor’s degree or above so that potential consumers can have a more intuitive understanding of EVs. Enhance the exposure level of EVs and enhance the learning and memory of consumers by making use of the appeal of entertainment programs. Choose representative brands and distribute information in entertainment venues in festival and holiday, answer questions, and show the characteristics and advantages of EVs. Set up electric car rental points in tourist attractions, and design EVs with advertising features to make EVs a mobile advertisement. In the main residential areas, densely hanging EV banners to provide visual stimulation and strengthen the imprints of EVs.
(4) Let More Consumers Experience Electric Vehicles
Potential consumers have a lack of understanding of EVs and EVs are fundamentally different from traditional vehicles in terms of power sources. Consumers must be provided with opportunities to fully understand and experience in order to make them proactively accept EVs. Because of the large area, the traditional 4S shops are mostly concentrated in the suburbs and are far away from the crowded areas. It is inconvenient for consumers to participate in experience activities. Therefore, it is recommended that car sales companies put some of the exhibition cars in crowded areas, so that consumers can learn about EVs in their daily leisure shopping. In order to encourage consumers to participate in activities and increase the number of participants in the event, small prizes can be awarded, and interaction activities can be increased.
Excepting static display experiences, consumers are encouraged to conduct test driving activities because the car is a product with dynamic performance. Through the driving experiences, consumers can more fully and deeply understand EVs. Similarly, when setting up the test-taking activities, it is necessary to fully consider the participation convenience and the feeling of the consumers and conduct standardized and professional service marketing training for the relevant staff.
Correspondingly, in the process of purchasing EVs, we can break the sales pattern of traditional 4S stores, and adopt the new pattern of "offline experience + online car purchase + service station delivery". This will enable consumers to understand EVs in all aspects, improve the understanding of EVs, and thus narrow the distance between EVs and customers.
(5) Organize Electric Vehicle Social Activities
The potential consumers have a low level of understanding of EVs as a whole, and early adopters and early majority have a wide range of social networks and a large number of information channels. The publicity and promotion alone does not guarantee the consumer stickiness. It also requires large-scale social activities to active consumers. In combination with the current market situation, there are two suggestions: First, hold the national EV competition. On the one hand, it can promote the technological progress of EVs through competitions. On the other hand, it can show endurance, climbing ability, etc., highlighting the selling points of EVs. Meanwhile, it can lead the social trend, change people’s traditional perception of cars, develop a new culture of car and increase the attractiveness of EVs. Second, under the background of increasingly prominent environmental issues, EV manufacturers organize large-scale public welfare activities with the theme of protecting the environment, energy conservation and environmental protection. Manufacturers took the first step towards environmental protection, thereby establishing a low-carbon and energy-saving social image and attracting consumers to purchase EVs for more advanced demand motives.
5.2.2. Market Cultivation Measures Based on Future EV Technology
As the market spreads, more and more consumers recognize and begin to accept EVs. The basis of market cultivation measures should turn from existent technology to potential future technology.
(1) Separation of Vehicles and Electricity
EVs face two major problems from the survey results. First, the price is too high, the price performance ratio is low, and the value is not preserved. At the same time, the policy subsidy is facing a problem of declining. The second is the battery problem of trouble charging, life limitation, and long charging time. In order to solve the main contradictions, it is recommended to carry out "separation of vehicle and electricity”, that is to purchase EVs, rent batteries, and provide batteries exchange services from the perspective of long-term development of the EV market. In the process of using EVs, consumers use batteries of the battery company and need to pay rent according to the amount of electricity used. Consumers can charge by themselves or they can go directly to the power station to replace the full battery. This can well solve two major problems faced by EV consumers.
(2) Intelligence of EV
Consumers have unmet potential high-level needs, and actual consumers pay more attention to EV qualities. EVs are not well positioned to meet the needs of the social status of consumers, and the added value of EVs for consumers is low. The difference in configuration is an important means to reflect the differences between different car models. EVs in the future should be equipped with high-tech configuration, so they can reflect the image of environmental protection, technology and fashion of EVs in the configuration. They can meet the high-level needs of consumers for love and belonging, self-esteem and self-realization. In terms of technology configuration, automobile companies should focus on technologies and equivalent assisted driving technologies that enhance comfort and convenience. With the rapid development and application of the Internet and big data, EVs must keep up with the trend of automation and intelligence, and more attention should be paid to the driving experience in automobile manufacturing. EVs and traditional fuel vehicles are significantly differentiated by the integration of the latest technology and superior experience.
(3) Unconventional Human Design
There are many unsatisfied aspects of consumer perception. Most of them are expected to have relevant configurations for improving comfort and convenience. The EV design should emphasize humanized design to enhance the comfort of use. EVs should have a completely new independent design, abandoning the design habits of traditional fuel vehicles. Because EVs do not need to leave a lot of space for the engine, it can improve the space utilization of new EVs and driving comfort., Make the product or brand a unique image, inject a unique corporate culture into the brand, and make the appearance and after-sales service of the product have distinctive characteristics. In view of the large number of passengers traveling in the car, the space for the design of the vehicle is emphasized. For issues family planning, it is recommended to introduce models with more seats.
(4) Accelerate the Integration of Transportation and Energy
Fast and convenient charging is the eternal theme of EVs. Make full use of highway pavement resources and innovate the “highway + photovoltaic” pattern to achieve the combination of road access and power generation. It will supply green energy while meeting the driving function and open up a new format for the future “super highway” cross-border integration. Photovoltaic pavement will promote the development of electrification and intelligent transportation, enriching people’s travel experience. It will make EVs get rid of battery constraints and achieve transportation sustainability.