基于消费者异质性偏好下车企生产决策及政府补贴影响

Production decision-making of vehicle enterprises and the impact of government subsidies based on consumers′heterogeneous preferences

新能源汽车能够有效减少二氧化碳排放量、助力绿色出行,其发展和推广离不开政策支持和消费者支付意愿的提升。本文首先考虑基于消费者异质性支付意愿和绿色消费意识的车企生产决策问题,即生产何种汽车以及生产多少;其次,基于Stackelberg主从博弈模型,探讨社会福利最大化下的政府最优补贴政策及其对车企的影响。结果表明,消费者对新能源汽车或传统汽车的平均支付意愿高于其成本的1/2,是车企生产新能源汽车或传统汽车的必要条件;传统汽车产量与消费者对其的支付意愿之间呈倒U型关系,绿色消费意识的提高会增加新能源汽车的市场份额;车企生产新能源汽车并不是政府进行补贴的充分条件;在政府补贴后,车企在一定条件下仍然生产传统汽车;政府补贴将增加车企决策对消费者支付意愿及绿色消费意识的依赖性。

As a means of transportation that can effectively reduce CO_(2) emissions,new energy vehicles are characterized by low carbon emissions and high energy-consumption efficiency.They are indispensable tools for promoting the green and high quality development of transportation.As a low carbon product,new energy vehicles have a higher cost than traditional vehicles on the market.Government support policies and increased consumer acceptance will help promote the development of new energy vehicles.On the one hand,financial subsidies are a common and effective incentive to promote new energy vehicles,and it can be said that China′s new energy vehicle subsidies have transformed subsidizing enterprises into subsidizing consumers,which puts forth new requirements for the study of new energy vehicle subsidies.On the other hand,increasing consumer acceptance also promotes the further development of new energy vehicles.As consumers′awareness of environmental protection continues to increase,consumers′enhanced environmental responsibility will lead them to purchase more green products,such as new energy vehicles.It is,thus,necessary to increase consumers′green consumption awareness.Therefore,in the context of optimizing the industrial structure and increasing the environmental friendliness of travel in the automotive industry,how to transform and upgrade traditional vehicle enterprises,how to promote government subsidies,and what impact these subsidies will have,are the key issues that this paper focuses on.Based on this background,this paper considered the heterogeneity of consumers′willingness to pay and their green consumption awareness and discussed the production decisions of vehicle enterprises,as well as subsidy impacts in two situations,namely,non-subsidy and subsidy.First,we constructed the production decision-making model of vehicle enterprises.According to the utility model,consumers′purchasing decisions were divided into three categories:purchasing new energy vehicles,purchasing traditional vehicles,and not purchasing any vehicles.Then,this paper obtained the consumer demand for traditional vehicles and new energy vehicles.Based on consumer demand,this paper established a function model of vehicle enterprises aiming at maximizing profit and analyzed the production decision-making of vehicle enterprises under the heterogeneity of consumers′willingness to pay;that is,decisions regarding what kind of vehicles to produce and how much to produce.Then,the study constructed the optimal government subsidy decision-making model.Based on the Stackelberg master-slave game model,the government,as the leader of the master-slave game,subsidizes consumers who then purchase units of new energy vehicles to maximize social welfare according to the unsubsidized production decisions of vehicle enterprises.The government′s objective function was established by considering the environmental impact of vehicles in the social welfare function.This paper explored the impact of subsidies on enterprises′traditional and new energy vehicle production choices,volumes,and pricing.The results were as follows:1)Without subsidies,vehicle enterprises determined the production line and production volume based on consumer heterogeneity preferences.Consumers′average willingness to pay more than half the cost of this type of vehicle was a necessary but insufficient condition to produce this type of vehicle.Only when the production of this type of vehicle had a comparative advantage should it be put into production.2)The market share of traditional vehicles and the consumers′average willingness to pay were in an inverted U-shaped relationship,and the production of traditional vehicles had an upper limit.The increase in consumers′green consumption awareness increased the market share of new energy vehicles.3)The production of new energy vehicles by vehicle enterprises was not a sufficient condition for government subsidies.When there were only new energy vehicles on the market and their negative impact on the environment was greater,the government did not subsidize them;that is,the government did not necessarily provide subsidies after the vehicle enterprises develop into purely new energy vehicle brands.4)Traditional vehicles still existed under certain conditions,even after government subsidies.When the difference between the environmental damage caused by traditional vehicles and new energy vehicles was small,vehicle enterprises still produced traditional vehicles after government subsidies.5)Subsidies increased the dependence of vehicle enterprises′decision-making on consumer attitudes.After subsidies,vehicle enterprises were more sensitive to changes in consumers′willingness to pay,as well as their green consumption awareness.Changes in the consumer willingness to pay and their green consumption awareness directly affected the output and production line selection of vehicle enterprises.Therefore,after subsidies,vehicle enterprises should pay greater attention to consumer attitudes,increase their consumer research,and adjust their production as promptly as possible.6)Subsidies eased the impact of costs on the production of new energy vehicles by enterprises.The cost of new energy vehicles before subsidies was positively correlated with their pricing and negatively correlated with market share.The cost of new energy vehicles after subsidies did not affect their pricing and market share at the same time.The main contribution of this article was the discussion of the decision-making of vehicle enterprises under the influence of consumers when there was no subsidy.This was not only the basis for government subsidies but also the basis for the production decision-making of vehicle enterprises after subsidies have been declined.Furthermore,considering that China′s new energy vehicle subsidies have undergone a transition from subsidizing enterprises to subsidizing consumers,this put forward new requirements for research on new energy vehicle subsidies.Therefore,the subsidy for new energy vehicles in this article was based on the production decisions of the vehicle enterprises when there was no subsidy.The research conclusions of this paper provided scientific theoretical support for the formulation of optimal subsidies and provided references for the production decision-making of vehicle enterprises after subsidies have been declined.