新能源汽车市场开拓的政府补贴机制研究  

The Government Subsidies Mechanism for Market Development of New Energy Vehicle

作　　者：张海斌[1,2] 盛昭瀚[1] 孟庆峰[2] 

机构地区：[1]南京大学工程管理学院,南京210093 [2]江苏大学管理学院,江苏镇江212013

出　　处：《管理科学》2015年第6期122-132,共11页Journal of Management Science

基　　金：国家自然科学基金(71501084;71301062;71201071;71471076;71301070;71471077)~~

摘　　要：市场培育与开拓成为阻碍中国新能源汽车行业发展的最为关键的要素之一。采用多Agent方法构建政府通过补贴对具有行为外部性的新能源汽车销售企业的销售努力进行激励的模型,研究政府补贴力度、获取补贴的销售目标等因素对系统相关绩效的影响,并将经验权重魅力值学习算法引入到政府动态调整补贴力度以开拓新能源汽车市场的研究中,对比政府静态补贴和动态补贴对相关绩效的影响。实验结果表明,政府应从消费者对新能源汽车的需求入手,努力扩大市场需求规模;销售目标对于汽车市场开拓具有正向作用,但在制定能否获取补贴的销售目标时应采用适度原则,并采取多种策略相结合的方式激励销售企业;重视和培养该行业中先锋企业的开拓能力,以先锋企业带动其他企业共同增强新能源汽车市场开拓能力,在一定程度上鼓励并发挥企业之间的行为外部性;政府采用动态补贴机制会优于保持补贴力度不变的静态补贴机制。研究结果为政府在多周期补贴过程中合理决策补贴力度和销售目标提供理论依据。With the increasing concern over the issues of resources demand and ecological environment, new energy vehicle has become the unavoidable tendency of vehicle development for a long time.The development of new energy vehicle, which provides a good answer to the resource and environment challenge, has been included as an indispensable part in national strategy in Chi-na.Among others, market cultivation is one important question in its development.How to take the full advantage of government subsidy to promote the sale aspiration and service quality of the sales enterprises has become the central issue, which deserves wide attention. In this paper, the Multi-Agent method has been employed to build a model, by which we explored the question that how the serv-ice quality of the sales enterprise with behavior externality can be encouraged with the government subsidy.With this model, we investigated the impact of factors such as government subsidizing strength and selling objective that is qualified to acquire subsidy on the relevant performance of system.What is more, the EWA algorithm was also introduced to the decision-making mechanism on government subsidizing strength, after which we explored the differences on the relevant performance of the system, when the two incentive mode were used, that is, the static incentive mode with constant subsidizing strength and the dynamic incentive mode with subsidizing strength depending on EWA algorithm. It is demonstrated that the consumer demand for the new energy vehicle must be surveyed and analyzed, based which results the government formulate corresponding plan for market expansion.In addition, the positive influence of the selling objective on mar-ket development is also revealed.But, appropriate principle is necessary when designing the policy whether a selling objective is qualified to get the subsidy or not, whereby the combination of multiple strategies are preferred to encourage the sale of enterpri-ses.It is also pointed that, emphasis should be addressed to the cul

关 键 词：新能源汽车 市场开拓 政府补贴 多AGENT 经验权重魅力值学习算法 

分 类 号：F203[经济管理—国民经济]