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

作　　者：徐静[1] 黄小芹 罗淑丹 XU Jing;HUANG Xiaoqin;LUO Shudan(School of Economics and Business Administration,Chongqing University,Chongqing 400030,China)

机构地区：[1]重庆大学经济与工商管理学院,重庆400030

出　　处：《管理工程学报》2024年第5期190-200,共11页Journal of Industrial Engineering and Engineering Management

基　　金：教育部人文社科项目(14YJAZH091);重庆市基础科学与前沿技术研究专项一般项目(cstc2014jcyjA00031)。

摘　　要：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

关 键 词：新能源汽车 生产决策 支付意愿 绿色消费意识 政府补贴 

分 类 号：F272.3[经济管理—企业管理]