Supply Chain Pricing And Subsidy Strategy Research Under The Background Of New Energy Vehicles

In order to alleviate environmental pressures,governments of various countries have issued a number of policies to actively guide and improve consumers’environmental awareness,help support the development of the new energy automobile industry,and promote the construction of a green supply chain.On this basis,optimizing the structure of the green supply chain,researching and formulating pricing decisions for the new energy vehicle supply chain,and promoting the rapid and long-term development of the new energy vehicle industry have become a crucial issue.Therefore,in the context of new energy vehicles,this article discusses the pricing and subsidy decision-making issues in the automotive supply chain that are affected by government subsidies and consumers’ green preferences.First,this article sets the target of government subsidies as supply chain member companies and end consumers;second,introduces the influence factor of consumers’ green preference,establishes a supply chain optimization decision-making model and draws conclusions;finally,the conclusions are carried out through numerical examples Verify and get management inspiration.details as follows:(1)Establish a new energy vehicle supply chain model in which the government subsidy targets are manufacturers and the government subsidies are retailers.Consumers’ green preferences are introduced,which are regarded as the influencing factors of product greenness,and they are analyzed and solved by game theory related methods.The results show that compared with retailers,manufacturers occupying a strong position have stronger bargaining power and can transfer government subsidies by adjusting wholesale prices.In addition,the increase in consumers’ green preference is conducive to the increase in the profits of the supply chain and its node enterprises,but the increase in government subsidies makes profits fall first and then decreases,and the lowest point of profit appears earlier as consumers’ green preference increases.(2)From the perspective of consumers,construct a consumer utility function,obtain the demand function of new energy vehicles,and establish a dynamic game model of the supply chain of new energy vehicles with consumers as the subsidy object.This model is studied under centralized decision-making and decentralized decision-making,and the influence of government subsidies and consumer green preference on new energy vehicle supply chain decision-making is discussed.The results show that the profits of manufacturers and retailers under decentralized decision-making are positively correlated with consumers’ green preferences and government subsidies.Under centralized decision-making,when consumers’ green preferences are too low,supply chain profits will first decrease as government subsidies increase.The trend of post-increasing is positively correlated with government subsidies when consumers’ green preference increases;consumers’ green preference has a greater impact on supply chain profits under decentralized decision-making than under centralized decision-making.