基于社会福利最大化的政府促销补贴政策选择

Selection of government subsidy policy for promotion based on the maximal social welfare

为了刺激消费和提升社会福利,政府通常会向终端顾客提供补贴,其中仅针对老顾客的以旧换新补贴和同时针对新老顾客的消费补贴是最常见的补贴方式.为此,本文针对由一家制造商和一家零售商组成的以旧换新供应链,构建了政府、制造商、零售商和顾客之间的博弈模型,以探讨政府应该提供以旧换新补贴还是消费补贴.研究发现:当产品耐用度较低但制造成本较高时,以旧换新补贴对制造商、零售商、环境和社会福利都更有利,但相应的补贴总支出也更高;消费补贴对新顾客始终有利,而当产品耐用度较低时,以旧换新补贴的单位补贴额高于消费补贴的单位补贴额,从而使得以旧换新补贴对老顾客更有利;由于两种补贴政策在不同条件下对于不同利益相关者而言各有优劣,政府在制定补贴政策时,需要从经济效益、环境效益、社会福利以及补贴总支出多个角度进行权衡,以确定最合适的补贴政策.

To stimulate consumption and improve social welfare,the government usually provides subsidies to end customers.The most commonly adopted subsidy schemes are the trade-in subsidy scheme that targets old customers only and the consumption subsidy scheme that covers both new and old customers.We hence develop a game-theoretic model to capture the interactions among the government,the manufacturer,the retailer,and customers in a trade-in supply chain to examine whether the government should provide a trade-in or a consumption subsidy scheme.The results show that when the product durability is relatively low while the manufacturing cost is sufficiently high,the trade-in subsidy scheme is better for the manufacturer,the retailer,the environment,and social welfare,although the corresponding total subsidy expenditure is increased.The consumption subsidy scheme is always better for new customers.In contrast,the trade-in subsidy scheme is better for old customers if the product durability is sufficiently low because the unit trade-in subsidy level is higher than the unit consumption subsidy level.Since the two subsidy schemes have their advantages and disadvantages for different stakeholders under different conditions,the government should trade off the economic benefits,environmental benefits,social welfare,and total subsidy expenditure to choose the suitable subsidy scheme.