不同供应链模式下新能源汽车新技术服务的定价策略研究

A Pricing Strategy of New Technology Services for New Energy Vehicles under Different Supply Chain Modes

针对不同供应链模式下新能源汽车新技术服务的定价问题,构建了二级和三级供应链下的Stackelberg博弈模型,讨论了买断模式和订阅模式下各节点企业的均衡决策;分析了消费者价格敏感系数、技术溢出效应系数和汇集效应系数对新技术服务定价和供应链节点企业利润的影响,并讨论了不同供应链下新技术服务的最优定价策略。研究表明,在买断模式和订阅模式下,新能源汽车新技术服务的定价和供应链各企业的利润随着价格敏感系数增加而降低,随着技术溢出效应增加而增加;订阅模式下随着汇集效应系数增加,新技术服务的零售价增加,而制造商和分销商批发价减小,同时供应链各企业利润都减小。不同收费模式下二级供应链各企业利润均大于三级供应链,且当汇集效益系数较小时,制造商和零售商的最优选择是订阅模式。

To address the pricing problem of new technology services for new energy vehicles under different supply chain modes,the Stackelberg game models in two-level and three-level supply chains are established.The equilibrium decision-making of enterprises at each node under buyout and subscription modes are discussed,while the influence of consumer price sensitivity coefficient,technology spillover effect coefficient and aggregation effect coefficient on the pricing of new technology services and the profit of enterprises at supply chain nodes is analyzed.Also,the optimal pricing strategy of new technology services in different supply chains is discussed.The study shows that under buyout and subscription modes,the pricing of new technology services for new energy vehicles and the profit of each enterprise in a supply chain decrease with the increase of price sensitivity coefficient,and increase with the increase of technology spillover effect;under the subscription mode,with the increase of aggregation effect coefficient,the retail price of new technology services increases,while the wholesale prices of manufacturers and distributors decrease,and the profit of each enterprise in a supply chain decreases;under different charging modes,the profit of each enterprise in a two-level supply chain is greater than that in a three-level supply chain;when the aggregation effect coefficient is small,the optimal choice for manufacturers and retailers is the subscription mode.