中国智能网联汽车品牌资产研究

摘要

在全球气候变化的背景下，电动汽车（EV）的发展已成为交通运输领域节能减排的关键路径。依托5G与物联网技术的进步，智能网联汽车（ICV）已成为电动汽车领域的焦点，而中国在这一领域的发展尤为引人注目。与此同时，近年来中国品牌电动汽车（CBEVs）快速扩张。然而，学界对中国品牌电动汽车品牌资产的研究仍较为有限，尤其是从消费者视角出发的影响因素以及智能网联功能方面的研究更为欠缺。本研究旨在弥补上述不足，从消费者视角考察中国品牌电动汽车品牌资产的决定因素。研究结果表明，消费者态度、信任与智能网联功能对品牌资产具有正向影响。这表明中国品牌电动汽车制造商应通过培育积极的消费者态度、建立信任并提供完善的智能网联功能，着力提升品牌资产。

Abstract

In the context of global climate change, the advancement of electric vehicles (EV) has emerged as a pivotal strategy for energy conservation and emission reduction within the transportation sector. Leveraging the progress in 5G and IoT technologies, intelligent connected vehicles (ICV) have emerged as a focal point within the realm of electric vehicles, with China spearheading significant developments in this domain. Concurrently, the proliferation of Chinese brand electric vehicles (CBEVs) has been notable in recent years. Nonetheless, academic research on the brand equity of CBEVs remains limited, particularly regarding the influencing factors from the consumer perspective and the functionalities of intelligent connectivity. This study aims to address these gaps by investigating the determinants of brand equity for CBEVs from the consumer standpoint. The findings reveal that consumer attitude, trust, and the intelligent connected feature exert a positive influence on brand equity. This underscores the importance for CBEVs manufacturers to focus on enhancing brand equity by fostering positive consumer attitudes, building trust, and offering comprehensive intelligent connected features.