Analysis on the Development of New Energy Automobiles in China Using Multi-Attribute Attitude Model

The development of new energy automobiles has become the consensus of all countries in the world. With China’s oil dependence on foreign countries gradually entering the warning line, the oil consumption of the automobile industry has reached more than 1/3 of the total consumption. So, developing new energy automobiles is an important measure to alleviate the national oil shortage and reduce the dependence on foreign oil. Using the multi-attribute attitude model of consumer behavior, this paper compares the new energy automobiles with the traditional vehicles, and constructs a comprehensive evaluation model of consumers’ attitude towards automobile consumption. The research shows that: in cities with high economic development level, consumers’ preference for vehicle license plate will promote their choice to buy new energy automobiles; and in cities with general economic development, consumers’ preference for new energy automobiles is mainly because of a lower price. Based on this, we then put forward some countermeasures and suggestions, such as innovating the marketing mode of new energy automobile development, improving the core technology of new energy automobile and government investment.

appear. However, most of the researches concern national policies and corresponding technology innovation, with relatively little attention paid to the consumer market. Consumers are the main body of the market, and their attitudes and tendencies affect the development direction and the trend of the new energy automobile market. Therefore, from the perspective of consumers, it is of great significance for the future development of new energy automobiles to explore the factors that affect consumers' purchasing decisions.

Literature Review
The multi-attribute attitude model originated from the field of consumer behavior, which was proposed by Fishbein in 1963, also known as the Fishbein model. This model originated in the United States and has been used to explain the purchase behavior of a wide range of products. The model shows that human's explicit behavior cannot be separated from individual intention, which is directly driven by consumer emotion (attitude). Without emotion, there will be no consumption behavior. In recent years, this model has been used in the research of consumption behavior in various fields. Jasuli uses the multi-attribute attitude model to study the students' attitude towards e-learning, and determines the leading attribute of students' use of online learning, and obtains the result of students' attitude towards online learning is positive [1]. Chong & Yukyeong uses Fishbein model to measure the attitude of coffee companies to VMD, investigate the relationship between consumers' attitude to brand and purchase intention, and make suggestions for the company's marketing strategy [2]. Chen Guoqiang uses the multi-attribute attitude model to calculate the attitude of College Students' Sunshine Physical exercise, which provides reference for improving the overall physical quality of college students [3]. Wassenaar  According to the development plan for "energy saving and new energy automobile industry (2012-2020)" formulated by the State Council, "by 2020, the production capacity of blade electric vehicles and plug-in hybrid electric vehicles will reach 2 million, and the cumulative production and sales volume will exceed

Production and Sales of New Energy Automobiles
With the support of national policies, the production and sales of new energy year, which has reached an 81% growth rate; among them, Tesla has been The technology is relatively simple and mature, and can be charged wherever there is power supply.
The energy stored in the unit weight of the battery is too little, and the battery of the electric vehicle is more expensive and has not formed an economic scale, so the purchase price is expensive.

HEV
It is a vehicle whose driving system is composed of two or more single driving systems which can run at the same time. The driving power of the vehicle is provided by a single driving system or multiple driving systems according to the actual driving state of the vehicle.
1) The engine is relatively small (down size), and it works under the optimal condition of low fuel consumption and less pollution.
2) In the downtown area, the internal combustion engine can be shut down and driven by the battery alone to achieve "zero" emission.
The system structure is relatively complex; the fuel saving effect of long-distance and high-speed driving is not obvious.

FCEV
It is a kind of vehicle driven by the main power source, which uses the electric energy generated by the electrochemical reaction in the fuel cell under the action of hydrogen and oxygen in the air under the catalyst. Fuel cell electric vehicle is essentially a kind of pure electric vehicles, the main difference is that the working principle of power battery is different. the largest contributor to the growth of the sales since its mass production, and accounting for half of the US electric vehicle market. China still has a long way to go to realize the mission of "overtaking on the curve" in the automobile industry.

Current Development Problems of New Energy Automobiles
As a long-term independent vehicle enterprise with "one leader"   Table 2 for details).
It can be seen from the table that the subsidy in 2018 has three changes compared with that in 2017: 1) The subsidy for low endurance mileage models is reduced.
2) The subsidy for models with an endurance of less than 300 km is reduced.
3) The subsidy for models with an endurance of more than 300 km is increased. The reduction of government subsidies has led to a sharp decline in the profitability of enterprises, which has also led to a decline in market share. At the same time, the withdrawal of government subsidies makes the problems in the development of new energy automobiles emerge one by one, which is the ultimate reason for the decline of market share.
In addition, China's new energy R&D started relatively late, the progress is behind the developed countries, and there is a lack of technology. The technical problems are mainly reflected in three aspects: first, the core technology needs to be improved; second, the investment in technology is insufficient; third, the lack of new energy technology talents.
1) Inadequate R&D in core technology. Taking the power battery technology as an example, compared with Japan, South Korea and the United States, there is a certain gap in the energy density, cycle life, group reliability and thermal management of domestic power batteries. Core technologies such as high specific energy power batteries are still the main bottleneck restricting the development of new energy automobiles in China, and the main products are mostly depend on foreign technology. There is a large industry risk due to the lack of independent and controllable power battery industry chain.
2) Inadequate capital investment. The development of new energy automobile industry requires a lot of basic investment, such as vehicle maintenance network, battery research and charging network. At this stage, the new energy automobile enterprises are far from enough to invest in technology, but simply expand production capacity, and the phenomenon of low-level repeated construction is intensified.
3) Lack of technical talents. As a new technology industry, it has not cultivated talents in many aspects, such as talents needed for key parts of the machine, talents for research and development of new materials, and people to ensure basic knowledge construction.
4) Backward infrastructure. At present, the construction of charging facilities cannot meet the goal of coordinated development of vehicle piles. Since 2016, China's new energy automobile charging infrastructure has made rapid development. According to the statistics of China electric vehicle charging infrastructure promotion alliance, the total number of public charging infrastructure (reported by member units of the alliance) in 2017 was 213,900. However, compared with the market demand of new energy automobiles, by the end of 2017, the number of new energy automobiles in China had reached 1.729 million. It can be seen that the current charging infrastructure still has problems such as insufficient number of charging piles, unreasonable layout and inadequate maintenance, which has become the bottleneck of the development of new energy automobile industry.

New Energy Automobile Evaluation Model Construction and Research Design
So, with the rapid development of new energy automobiles, are consumers' attitudes and purchase intentions affected by their own characteristics or market environment? In the following, we will use the multi-attribute attitude model of consumer behavior to comprehensively evaluate the attitude of automobile consumers based on consumers' experience of traditional automobiles.

Variable Setting of the Model
The model in this paper assumes that the attitude of consumers towards the attitude object (i.e. the new energy automobile discussed in this paper) depends on their evaluation of multiple attributes of the object. The multi-attribute attitude model derives a method to measure the overall attitude of consumers by obtaining specific beliefs and integrating them, which is used to predict the attitude of consumers towards the object. The three variables of the model are: 1) Attributes: are the characteristics of attitude objects. Researchers identify the attributes which most consumers consider when evaluating attitude objects.
2) Beliefs: are the cognition of specific attitude objects (usually related to other attitude objects). Belief measurement is to evaluate the degree to which consumers' perceived objects have certain attributes.
3) Importance weights: reflect the relative importance of an attribute to consumers. Although people think that attitude objects have many attributes, some of them are more important than others, so they are given more weight.
Based on these three factors, we can calculate the overall evaluation of the transaction subject. The formula is as follows: In the formula, b A is the attitude of the consumer towards a certain type of car b. i W gives the weight of attribute "i" to the consumer. ib X is the attribute of the consumer towards brand b, and "n" is the number of attributes considered.

Research Design
New energy automobiles are new products, their future development and market promotion cannot be separated from the government's policy support, and consumers will also consider the government's policy tendency when purchasing new energy automobiles. Many scholars also pointed out that consumers' green consumption is affected by external intervention factors, among which government policy is a very important factor affecting consumers' green low-carbon consumption behavior. Based on this, this paper uses the method of questionnaire survey to send questionnaires to potential car buyers in different industries and age groups.
1) The design principle of questionnaire The questionnaire design follows the principles of systematization, scientificity and convenience, and divides the content into four parts: The first part is the attitude of the respondents to the government, the environment and the use of their vehicles. The second part is the attitude and understanding of respondents to new energy automobiles, as well as compared with traditional vehicles. The third part is the factors that influence the respondents to buy new energy automobiles. The fourth part is the basic information of interviewees.
In the investigation of new energy vehicle purchase attitude, Likert scale 7 is used to quantify the attitude of new energy automobiles. These figures only represent the differences in attitude levels. For the convenience of statistics and comparison, they have no absolute difference in value and no significance of fixed value. In terms of investigating consumers' opinions on relevant issues, taking the questions of environmental module as an example, the questionnaire has designed four options: "Environmental issues are closely related to me", "I am worried about global warming", "Renewable energy should be actively explored" and "I know a lot about environmental issues". The respondents are asked to assign values from 1 to 7, among which, "1" represents unimportant, "7" represents very important.
2) Reliability and Validity In the survey, Shanghai and Wuxi are selected as the representative cities with more developed economy, and Zhengzhou and Kaifeng are selected as the representative cities with less developed economy. A total of 320 questionnaires were distributed to consumers in Shanghai global port business district, Wuxi Vientiane City Business District, Zhengzhou Erqi square business district and Kaifeng Gulou business district, 312 of which were actually recovered, 303 of which were valid and the effective rate was 94.7%. There were 196 males and 107 females, 72 in Shanghai, 77 in Wuxi, 75 in Zhengzhou and 79 in Kaifeng.
Then we use Excel and spss22.0 to deal with the collected effective data. The Cronbach's alpha is 0.785, which shows the reliability is within the acceptable range. Kmo value is 0.738, which is more than 0.5, Bartlett test result p value is less than 0.05, the validity of the questionnaire passed the test. There was no sig-

Determination of Variables of Evaluation Model
After analysis, we found that when consumers buy new energy automobiles, they mainly consider five factors: price, performance, license plate preference, environmental impact, government participation and after-sales service.
Based on the results of the questionnaire survey, the following assignments are given to attribute "i" of the multi-attribute attitude model and the weight i W assigned to each attribute, as shown in Table 3.
According to statistics, combined with the semantic difference scale, consumers' beliefs about each attribute are shown in Table 4.

Evaluation Result
The result is shown in License plate acquisition 5 "Low energy consumption" and "low emission" 4 Government purchase subsidy, tax preference 5 After sales service satisfaction 3 Table 4. Consumer's belief value in automobile.
Vehicle price competitiveness 5 4 Vehicle battery performance 6 5 The difficulty of license plate acquisition 6 2 "Low energy consumption" and "low emission" 5 4 Government purchase subsidy, tax preference 5 3 After sales service satisfaction 3 4

Suggestions for New Energy Automobile Enterprises
From this questionnaire survey, it can be seen that consumers' awareness of environmental protection has been gradually strengthened, their support and ex-

Improve Core Technology and Capital Investment of New Energy Automobiles
1) The drive system of new energy automobiles can effectively meet the requirements of power performance. At present, the most important thing to pay attention to is the improvement of power density, dynamic response ability, system efficiency, reliability and other performance of motor and control system.
The key technologies include dynamic coupling multi motor drive control, vibration control of complex constraint optimization target system, improvement of motor efficient thermal management technology, and the level of high-temperature automotive electronic materials and equipment.
2) Improving the performance of charging facilities is one of the key points in the development of new energy automobiles. It is necessary to work hard in the aspects of high safety and high power to deal with the consistency of charging interface.
3) A large number of lightweight technologies are used in new energy vehicles, including the application of high-strength steel, magnesium aluminum alloy, high-strength carbon fiber and engineering plastics. Lightweight design and manufacturing technology have also made great progress. This technology will be widely used in the future, and it is worth promoting and researching.

Limitations of Research
In this paper, we use the multi-attribute attitude model (