考虑消费者购买行为的新能源汽车供应链最优控制决策

Optimal Control Decision of New Energy Vehicle Supply Chain Considering Consumer Purchasing Behavior

面对日益激烈的市场竞争和多样化市场需求,新能源汽车除了应对传统燃油车的竞争,还面临新能源汽车企业间的竞争。因此,基于消费者心理行为驱动的新能源汽车供应链成员之间的创新和广告投入合作变得尤为重要。为此,从消费者视角,即从满意度和参考价格效应出发,分析新能源汽车制造商和零售商组成的两级供应链合作决策问题,通过建立Nash非合作博弈、Stackelberg主从博弈以及集中决策三种博弈模型,并运用最优控制理论得到了供应链成员的最优均衡策略。分析结果表明:参考价格效应对新能源汽车制造商的技术创新水平、广告宣传水平和消费者满意度都有正向影响,并且可以提高整个供应链的利润。新能源汽车制造商对零售商的成本分担承诺能激励零售商的广告宣传积极性,提高新能源汽车的品牌知名度,从而促进新能源汽车的销售。消费者满意度与参考价格效应之间存在交互作用,进一步强化了对新能源汽车制造商技术创新水平和零售商广告宣传水平的激励作用。

From a consumer perspective,that is,considering customer satisfaction and the reference price effect,we analyzed the cooperation decision of a two-echelon supply chain composed of a new energy vehicle manufacturer and a retailer.Then,we established three game models,namely Nash non-cooperative game,Stackelberg game and centralized decision making game,and obtained the optimal equilibrium strategy of the supply chain members via the optimal control theory.The analysis result showed that the reference price effect has positive impact on the technological innovation,advertising and consumer satisfaction of the new energy vehicle manufacturer,leading to increased profits of the whole supply chain.Also,the cost-sharing commitment of the new energy vehicle manufacturer to the retailer can stimulate the enthusiasm of the retailer for advertising,thus improving the brand awareness and promoting the sales of the new energy vehicle.Besides,the interactive effect between consumer satisfaction and the reference price effect can further strengthen the incentive effect on the technological innovation of the new energy vehicle manufacturer and the advertising effort of the retailer.