考虑消费者行为的制造业企业绿色生产博弈分析--基于SD-演化博弈模型

Game Analysis of Green Production in Manufacturing Enterprises Considering Consumer Behavior--Based on the SD-evolutionary Game Model

消费者行为是从需求侧影响制造业企业绿色生产的重要因素。本文基于演化博弈理论,构建企业和消费者之间的演化博弈模型,并结合系统动力学进行仿真模拟,进一步分析单变量和双变量对制造业企业策略选择转变的影响。结果表明:(1)当消费者对绿色产品的绿色偏好程度较高时,制造业企业倾向于选择绿色生产策略;(2)消费者绿色偏好增大的同时加大消费者补贴力度或设置合理的绿色产品价格均能促进企业策略选择由传统生产转变为绿色生产;(3)双变量共同作用对制造业企业绿色生产策略选择达到稳定状态的影响效果优于单变量对其产生的影响效果。因此,本文认为在考虑消费者行为对制造业企业绿色生产产生影响的同时,应综合考虑其他因素共同作用的有效性。

Consumer behavior is an important factor aff ecting the green production of manufacturing enterprises from the demand side.Based on the evolutionary game theory,an evolutionary game model between enterprises and consumers is constructed,and combined with system dynamics,simulation is carried out to further analyze the infl uence of univariate and bivariate on the change of manufacturing enterprises’strategy choices.The results show that:(1)When consumers have a high degree of preference for green products,manufacturing enterprises tend to choose strategies for green production;(2)with the increase of consumers’green preference,increasing the subsidies for consumers or setting reasonable prices of green products can promote the strategic choices of enterprises from traditional production to green production;(3)the effect of bivariate interaction on green production strategy selection of manufacturing enterprises to reach a stable state is better than that of a single variable.Therefore,in this paper,while considering the impact of consumer behavior on the green production of manufacturing enterprises,the effectiveness of other factors should be comprehensively considered.