Research On Collaborative Innovation Decision Of New Energy Vehicle Supply Chain Under Retailer Marketing Efforts And Government Subsidy Policy

With the increasing concern of human beings on resource and environmental issues,new energy vehicles are gradually replacing traditional fuel vehicles to achieve the purpose of saving resources and protecting the environment.However,there are still some problems in the current development of the new energy vehicle industry.The overall technical innovation level of China’s new energy vehicle industry is not high.Some low-end enterprises have produced a large number of unqualified modified vehicles to occupy the market,but they can still obtain national policy subsidies The high R & D investment in the market resources of enterprises has led to a great deal of waste of resources and environmental pollution,which is contrary to the original intention of the country to develop the new energy automobile industry.The new energy automobile industry urgently needs to improve the level of innovation.This article mainly studies the innovative behavior and mode of the members of the new energy vehicle supply chain,considers how to formulate reasonable government policies,and uses the limited amount of subsidies to encourage the members of the new energy vehicle supply chain to increase the level of product innovation.First,in the context of market regulation,a three-level supply chain for new energy vehicles was constructed.The two models of non-cooperative innovation and cooperative innovation between battery suppliers and automobile manufacturers were studied,and the impact of the two models on supply chain innovation decisions was compared.Further introduce retailers’ marketing efforts.Then consider two different government subsidy policies,design subsidy quotas related to product innovation level and unrelated,analyze the impact of government price subsidies and cost subsidy policies on supply chain innovation decisions and consumer surplus,and compare the two policies Similarities and differences.Research shows that:(1)In the new energy vehicle supply chain led by battery suppliers,cooperation between battery suppliers and car manufacturers will increase product innovation.(2)When retailers make marketing efforts,the level of product innovation and the total profit of the supply chain are both improved.When the level of marketing efforts has nothing to do with the level of product innovation,retailers can effectively improve the level of product innovation and the total profit of the supply chain by improving their marketing capabilities.When the level of marketing effort is related to the level of innovation,the level of product innovation in the case of cooperative innovation decisions is greater than that in non-cooperative situations,but the total profit of the supply chain is less than that in non-cooperative innovation situations.(3)When the price of government subsidies has nothing to do with the level of product innovation,the level of product innovation and the profits of each member of the supply chain are greater than those without government subsidies.When the price of government subsidies is related to the level of product innovation,the product innovation level and market retail price in the case of non-cooperative innovation increase with the increase in the government price subsidy coefficient,but the total profit of the supply chain is smaller than in the case of non-cooperative innovation.Regardless of whether the government price subsidy is related to the level of product innovation,the consumer surplus in the case of cooperative innovation is greater than that in the case of non-cooperation.(4)Regardless of whether the government’s cost subsidies are related to the level of product innovation,as long as the total amount of subsidies to the supply chain is the same,the results of government subsidies to battery suppliers or car manufacturers are the same.Regardless of whether the government implements price subsidies or cost subsidies,the level of product innovation,the profits of each member of the supply chain,and the consumer surplus are the same,which are greater than those without government subsidies.In summary,in the new energy vehicle supply chain led by the battery supply chain,battery suppliers and car manufacturers can cooperate to innovate to improve product innovation.When the level of marketing effort has nothing to do with the level of product innovation,the retailer’s marketing efforts can improve the level of product innovation and supply chain profits,and promote cooperation between battery suppliers and auto manufacturers.When the amount of government subsidies has nothing to do with the level of product innovation,the government’s price subsidy and cost subsidy policies can effectively improve the level of product innovation,supply chain profit and consumer surplus,and when the amount of subsidies is the same,the effects of the two policies are the same.When the amount of government subsidies is related to the level of product innovation,the government subsidy policy can greatly increase the level of product innovation,but it will damage the profit of the supply chain.