Research On Production And Operation Strategies And Applications Of Electric Vehicle Supply Chain Considering Brand Differentiation

In today’s society,governments of all countries attach importance to energy and environment issues,making the rapid development of the electric vehicle(EV)industry and EV supply chain.The competition among EV enterprises is increasingly fierce.the brand differentiation among them are gradually formed.In the EV supply chain,there are many suppliers providing technical support or parts for EV manufacturers,among which battery suppliers undoubtedly occupy an important position regarding cost and technology.They produce and supply batteries to different EV manufacturers,with the improvement of the status of the supply side,battery suppliers have the right to choose partners to obtain more profits.Among the EV manufacturers,competition promotes the formation of brand differentiation.Well-known brand EV manufacturers have brand effect,which could attract brand advocating consumers.However,the general brand EV manufacturers do not have brand effect.but they can put advertising cost into advertising effect to attract consumers.This paper study the EV supply chain composed of a battery supplier,a well-known brand EV manufacturer and a general brand EV manufacturer.The battery supplier can choose to supply for either or both of them.Considering the brand differentiation between the two EV manufacturers,it is worth studying how battery supplier decides its own supply strategy.With of three supply strategies,how can EV manufacturers make their own production and operation strategies,and how the supply strategy will affect the production and operation strategies of EV supply chain are all issues worthy of attention.In this paper,the production and operation strategies of EV supply chain considering brand differentiation are studied.The main work includes the following three aspects:(1)Production decision and supply strategy of EV supply chain considering brand differentiation.Considering the brand effect of well-known brand EV manufacturer,the profit maximization models of the members are given according to the three supply modes of battery supplier.By solving the model,production decisions of EV manufacturers are obtained.Through equilibrium solution comparison.we can get the optimal supply strategy of battery supplier,we can also know the impact of different modes on the production and operation strategies of EV manufacturers.(2)Production decision and advertising strategy of EV supply chain considering brand differentiation.Considering brand effect of well-known brand EV manufacturer and advertising effect of general brand EV manufacturer,the profit maximization models of supply chain members are given according to the three supply modes of battery supplier.By solving the model,production decisions and advertising strategy of EV manufacturers are obtained.Through equilibrium solution comparison.we can get the optimal supply strategy of battery supplier,we can also know the impact of different modes on the production and operation strategies of EV manufacturers.(3)Application research:production and operation strategies of Y EV supply chain.According to the relevant background and data of the enterprises,the production and operation strategies proposed in this paper are applied,and the production and operation scheme is given.Through the above three aspects of research,we can get the following conclusions:For the two EV manufacturers,when the battery supplier supplies for either of them alone,it can get more profits,the brand effect and advertising effect will have a positive impact on them;For the battery supplier,when it supply for two EV manufacturers at the same time,its profit is greatest.This paper has theoretical and practical significance for enriching and developing the related research of production and operation strategies of EV supply chain.