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The UK government has arranged ￡30 million for another 8,000 charging points installed in the UK. The UK Government set out the support strategy to electric vehicles in 2011.
There have been 1500 public charging points, the number is still growing.
Range anxiety Range anxiety is a critical problem in China Vigorous development of electric vehicle charging network location, show it in more and more convenient for the customer Range anxiety refers to the concern of the insufficient range of the electric vehicle to arrive at the destination. Both customers in China and customers in UK have high range anxiety , it may indicate a similar result.
Culture China
Power distance: 82
Individualism: 21
Masculinity: 67
Uncertainty avoidance: 32
Long-term orientation: 88 UK
Power distance: 33
Individualism: 88
Masculinity: 65
Uncertainty avoidance: 33
Long-term orientation: 50 Base on the five culture dimensions theory proposed by Hosted (2010), there are significant cultural differences between China and UK.
Market share Electric vehicle companies mainly refer to world class automobile companies in China, likeTesla, BMW, and Audi, and also BYD, which is a China-based automobile companies Similar with the UK, some industry like Tesla, BMW, Benz and Audi. The difference of supply could influence the demand of customers.
Although there are many article focuses on the barriers in the use of electric cars in this two countries, limited research attention in the international environment. With the growing of globalization,national market is not enough for the development of these auto industries. They need to further explore the exist barriers and try to enter the globalized market. In this way, they may be temporarily technology feasibility and the response of the marketing strategy to develop global customers.This research will identify the consuming differentiation of the electric vehicles in the scene of cross national research environment.Chinese customers and UK customers will be used to fill in the gap.

methodology方法论

Methodological can be define as the quantitative method and qualitative methods. The adoption of one quantitative or qualitative method to research considers as Meno method .The employment of more than two quantitative methodsor qualitative methodsconsider as Multiple-method. Moreover, as point out by Saunders (2011) ,mixed method which a combination of quantitative and qualitative method can be applied in research (Saunders et al, 2011). According to the selection of research philosophy, in empirical aspect, this study will use the quantitative research methods. Due to this study plan to investigate the customer’s consuming differentiation of the electric vehicles of Chinese and UK consumers, Mono method quantitative considers the best method can be used in our study.

Mono method quantitative is the methodological we choosein this research.As we are aims to exploring the consuming differentiation of the electric vehicles of Chinese and UK consumers, the datawill be collect fromthis two countries.

Research timetable研究时间表

Table 2, time horizon of the research project
Timeline Category Actions
11.25~12.1 Pre-res