绿色差异化产品的定价与绿色度决策研究

Pricing and green degree decisions of green differentiated products

考虑消费者环境意识和绿色生产成本等因素的影响,在完全覆盖的双寡头垄断市场背景下,基于博弈分析方法研究绿色差异化产品的定价与绿色度决策。分析厂商的行动顺序、消费者环境意识和绿色生产成本的变化对产品绿色度、价格、市场份额与利润的影响。研究表明,从低绿色度厂商的角度看,自身先动情形最有利;从高绿色度厂商的角度看,同时行动情形最有利;从政府和消费者的角度看,低绿色度厂商先行情形下产品整体绿色度最高、价格绿色度比较低,此情形对政府和消费者均最有利。随着消费者环境意识的增强、绿色生产成本的降低,两家厂商选择的产品绿色度及其差异、两种产品价格、两家厂商利润均增加。

Taking consumers’environmental awareness and greening production technology into consideration,pricing mechanisms and green degree decisions of green differentiated products were discussed in the context of a covered duopoly market.Based on game theory,the influence of manufacturers’action order,consumers’environmental awareness and greening production technology on the green degree,prices,market shares and profits were analyzed.The result shows that,it is dominant for lower green manufacturer to act first,higher green manufacturer to act simultaneous.When lower green manufacturer moves first,the whole green level is highest and the ratio of price to green degree is lower,which is the best to government and consumers.With the enhancement of consumers’environmental awareness and the reduction of the greening cost,the product green degree and the difference between the two products,the price of the two products and the profit of the two manufacturers have increased.