主题

传统汽车制造企业开设公司直营店能否提升电动汽车的销量？

主讲人

石梓君 助理教授

香港科技大学大学

主持人

许晓言副教授

hy5902海洋之神

时间

2023年4月25日（周二）

上午 10:00—11:30

地点

西南财经大学柳林校区格致楼1211会议室

主办方

hy5902海洋之神

西南财经大学科研处

摘要

Franchised dealers of traditional automakers are generally reluctant to invest in the upgrades required to sell and service electric vehicles (EVs), hindering the diffusion of EVs. We examined the effect of opening company-owned stores—as a means for traditional automakers to address this channel conflict with their franchised dealers—in accelerating the diffusion of EVs. Using data from a leading automaker in China, we find that the entry of company-owned stores accelerated the diffusion of EVs onlyin those cities with high EV readiness, measured by the cumulative number of EV users and the number of dealers in a city. Our results also highlight the importance for automakers to work with their franchised dealers, as most of the increase in EV sales that followed the entry of the company-owned stores was realized through the dealers. Meantime, the entry of the company-owned stores resulted in a major disruption for the dealers by causing a substantial drop in their sales of hybrid vehicles and a significant drop in the prices of the conventional vehicles sold. Furthermore, the entry of the company-owned stores spurred the entry of other franchised dealers into the city.

传统汽车制造商的特许经销商通常不愿意投资于销售和维修电动汽车(EV) 所需的升级，这阻碍了EV 的普及。本文研究传统汽车制造商是否可以通过开设公司直营店的方式来解决与特许经销商的渠道冲突，从而加速电动汽车的普及。通过使用国内某头部汽车制造商的数据，本文发现，公司直营店的出现仅在电动汽车准备度高的城市加速了电动汽车的普及进程，具体而言，这些城市电动车保有量较高，电动车经销商数量也较多。此外，本文还强调了汽车制造商和其特许经销商合作的重要性，因为在公司直营店进入市场之后，电动汽车的销售增长大多通过特许经销商实现。公司直营店进入市场还导致了混合动力汽车的销量与传统汽车的售价大幅下降，给经销商的整体收益带来了不利影响。最后，本文发现公司直营店进入市场还会刺激其它品牌汽车的特许经销商进入市场。

嘉宾介绍

石梓君教授现任职于香港科技大学市场营销系。石教授的研究方法包括了应用计量经济学，机器学习以及理论经济学中博弈等。他的研究主要聚焦于以下三个话题：1. 由科技进步带来的营销新策略；2. 与时尚，艺术以及美相关的营销策略；3. 如何使用市场策略解决现实中的社会问题。石教授目前已在《Marketing Science》《Journal of Marketing Research》等多个顶级杂志中发表论文。