Evaluate the sustainable marketing strategy to optimal online leasing of new energy vehicles under the background big data economy

Abstract

Purpose

Under the big data background, there are many influencing factors for investors of new energy vehicles (NEV), and government subsidies promote the sustainable development of the new energy vehicle industry. Therefore, the purpose of the study is to provide solutions for the sustainable development of NEV.

Design/methodology/approach

The sustainable marketing strategy of NEV in China is put forward. This paper first analyzes the subsidy policy effect of NEV under the background of big data. It then establishes the online optimal leasing strategy under multiple strategy choices and the online leasing strategy of multiple vehicles under the inflation market.

Findings

With the fixed cost of NEV in each lease period, the optimal competition ratio of online decision-makers will continue to decrease with the increase of the difference between prepaid funds and government subsidies. In the decision-making of renting and purchasing multiple vehicles, the general strategy competition ratio is 2.922, while the optimal competition ratio of the online renting and purchasing strategy proposed by the research is 2.723.

Research limitations/implications

The research is limited by the limited data and information collected, so the optimal decision-making model has some limitations. The authors need to find more representative data to optimize the model.

Practical implications

As an emerging industry, NEV have developed rapidly in recent years. Based on the online algorithm and competitive ratio theory, this paper solves the decision-making problem of operators and gives the optimal strategy to promote the green development of the new energy vehicle industry.

Originality/value

This paper proposes the optimal strategy for online investors of new energy vehicle operators by combining online algorithm and competitive ratio theory. The numerical analysis results of the optimal online model under multi strategy selection show that with the same difference between prepaid funds and government subsidies, the time point will be delayed and the time point will be advanced as the cost of leasing NEV in each period increases.

Citation

Daifen, T. (2022), "Evaluate the sustainable marketing strategy to optimal online leasing of new energy vehicles under the background big data economy", Journal of Enterprise Information Management, Vol. 35 No. 4/5, pp. 1409-1424. https://doi.org/10.1108/JEIM-02-2021-0087