25年WP汽车服务工程-黑龙江方程豹汽车消费者购买意愿提升策略研究-15.040-15265.docx

IIAbstractAmid the increasingly intense competition in the new energy vehicle (NEV) market, BYD ’s personalized sub-brand, Fangchengbao, has successfully entered this fiercely contested space by adopting a differentiated market positioning strategy. This paper takes Fangchengbao as the research subject and explores the application of consumer behavior theory, perceived value theory, and policy-driven models in the NEV market. Through a comprehensive literature rev...