消费者对比亚迪高端化战略认知的调查问卷 (中国大陆）\nConsumer Perceptions of BYD’s Premium Strategy（Chinese Mainland)

A部分：背景信息

Part A: Background Information

1. 您的年龄属于以下哪个范围？

What is your age range?

18岁以下 / Under 1818–25岁 / 18–25 years26–35岁 / 26–35 years36–45岁 / 36–45 years46岁以上 / 46 years and above

2. 您的职业类型是？

What is your occupation?

学生 / Student企业员工 / Employee公务员/事业单位 / Civil servant / Public institution staff个体经营者/自由职业 / Self-employed / Freelancer企业管理人员 / Business manager其他 / Other

3. 您的个人月收入水平大约为？

What is your approximate monthly income?

3000元以下 / Below 3,000 RMB3000–8000元 / 3,000–8,000 RMB8000–15000元 / 8,000–15,000 RMB15000–30000元 / 15,000–30,000 RMB30000元以上 / Above 30,000 RMB

B部分：产品策略（高端产品认知）

Part B: Product Strategy (Perceptions of Premium Products)

4. 您如何评价比亚迪汽车的整体质量？

How would you rate the overall quality of BYD vehicles?

非常高 / Very high高 / High一般 / Average低 / Low非常低 / Very low

5. 您在多大程度上同意以下说法："比亚迪汽车体现了先进的技术和创新"。

To what extent do you agree with the statement: "BYD vehicles reflect advanced technology and innovation."

非常同意 / Strongly agree同意 / Agree中立 / Neutral不同意 / Disagree非常不同意 / Strongly disagree

6. 与传统大众化品牌相比，比亚迪的高端车型显得：

Compared to traditional mass-market brands, BYD’s premium models appear:

更具竞争力 / More competitive稍微更具竞争力 / Slightly more competitive差不多 / About the same竞争力较弱 / Less competitive不确定 / Unsure

C部分：定价策略（高端定价认知）

Part C: Pricing Strategy (Perceptions of Premium Pricing)

7. 您如何看待比亚迪高端车型的价格水平？

How do you perceive the price level of BYD’s premium models?

非常昂贵 / Very expensive昂贵 / Expensive物有所值 / Good value for money相对实惠 / Relatively affordable不确定 / Unsure

8. 您认为比亚迪的定价是否反映了其产品质量和品牌定位？

Do you think BYD’s pricing reflects its product quality and brand positioning?

是，完全反映 / Yes, fully reflects部分反映 / Partially reflects不太反映 / Does not really reflect完全不反映 / Does not reflect at all

9. 比亚迪的高端定价会影响您的购买意愿吗？

Does BYD’s premium pricing affect your purchase intention?

积极影响（价格高意味着质量好） / Positive impact (higher price implies better quality)无明显影响 / No significant impact消极影响（价格太高） / Negative impact (price is too high)

D部分：推广策略（品牌与传播）

Part D: Promotion Strategy (Branding and Communication)

10. 您从哪些渠道了解到比亚迪的相关信息（多选）

From which channels do you learn about BYD? (Multiple choice)

社交媒体平台（如微信、微博、抖音、小红书等） / Social media platforms (e.g., WeChat, Weibo, Douyin, Xiaohongshu)电视广告/节目 / TV ads/programs户外广告（如公交站、地铁、大屏等） / Outdoor advertising (e.g., bus stops, subways, digital screens)杂志、报纸 / Magazines, newspapers家人朋友推荐 / Recommendations from family or friends

11. 您如何评价近年来比亚迪的品牌形象？

How would you evaluate BYD’s brand image in recent years?

强烈的高端感 / Strong sense of premium正在变得更高端 / Becoming more premium中立 / Neutral仍以大众市场为导向 / Still mass-market oriented

12. 哪些推广元素最能传达比亚迪的高端定位？

Which promotional elements best convey BYD’s premium positioning?

以技术为重点的广告 / Technology-focused advertising名人或品牌代言人背书 / Celebrity or brand ambassador endorsements产品发布活动 / Product launch events社交媒体和在线推广 / Social media and online promotion不确定 / Unsure

E部分：总体评价

Part E: Overall Evaluation

13. 总的来说，您认为比亚迪的高端化战略成功吗？

Overall, do you think BYD’s premium strategy is successful?

非常成功 / Very successful相当成功 / Quite successful中立 / Neutral不太成功 / Not very successful

14. 在您看来，比亚迪高端化战略的最大优势是什么？

In your opinion, what is the biggest strength of BYD’s premium strategy?

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