Research On Channel Strategy Selection Of New Models Of Automobile Manufacturers Considering Green Degree In Sharing Economy

With the increasing pollution caused by automobile exhaust emissions to the atmospheric environment,more and more traditional automobile manufacturers are considering developing and producing new models that are more environmentally friendly and energy-saving,such as Dongfeng Nissan,Geely,and BAIC.More energy-efficient new energy vehicles offer people more choices.At present,the sharing economy model has a boom in the world.As an Internet-based emerging business model,it can maximize resource utilization and promote online and offline integration.Its advantages attract a large number of enterprises entering this field,including some multinational car companies like Mercedes-Benz,GM,Volvo and some independent car companies including BAIC,Geely,even some new car companies are also considering the layout of the shared car market.In this context,it is a key issue for automakers to invest in newly-developed,more energy-efficient models in a shared market or to choose a traditionally conservative channel.The selection of channel strategy for new models is particularly important.At present,the issue of choice of manufacturers’ channel strategies has attracted the attention of many scholars at home and abroad.From the existing research,most of the literature studies are traditional channel issues such as online and offline dual-channel selection.Few documents have studied the emerging sharing channel strategy in the context of sharing economy,and have not considered market base.However,from the reality,the sharing economy model has been adopted by many companies,and it is impossible for a car company to have only one model.The existing old models will have an impact on the strategic choice of the new model.Therefore,in the sharing economy,considering the influence of existing old models,it is a realistic issue to study the channel strategy selection conditions for new models with higher green levels.This paper studies the channel strategy of new models of automobile manufacturers considering the green degree in the sharing economy.The main work is as follow:Firstly,the problem of channel strategy selection for new models of automakers considering greenness under the shared economy was proposed.In view of the shortcomings of existing research,this paper considers the existing market base,and in the sharing mode,considers the cooperation between automakers and third-party platforms,and the problem of channel strategy selection for new models is more refined.Secondly,the profit analysis for automakers when new models are shared is proposed.In view of the problems studied in this paper,based on the existing models sold,the utility function of the consumer and the profit maximization model of th e automakers are constructed respectively.Through the model solving,the optimal decision of the automobile manufacturer in the case of sharing new models is obtained.The shared operations here are completed by a third-party platform.Thirdly,the profit analysis for automakers when the new model is sold is proposed.Aiming at the problems studied in this paper,the utility function of the consumer and the profit maximization model of the automakers are constructed respectively.The optimal decision of the automobile manufacturer in the case of new model sales is obtained by solving the model.Fourthly,under the sharing economy,the conditions for selecting new vehicle channel strategies for car manufacturers considering greenness were obtained.By comparing the market share and the profit of automakers of new and old models under the two channel strategies,It has obtained the conditions for the automobile manufacturer to choose the new car channel strategy with the goal of maximizing profit and the market share of the new model,which provides a reference for enterprise decision-making.Fifthly,the application of the new model channel strategy proposed in this paper was applied for the A-brand car company.Firstly,the profile of A-brand car company was introduced,and the sales status of the company was analyzed.Then,by matching the conditions of the automakers’ channel strategy selection for the new model with the actual situation of the enterprise,the new and more reasonable strategy of the enterprise is given.Based on the premise of the existing market,this paper considers the research framework of the channel strategy selection conditions for the new models of green car manufacturers to share or sell that can obtain the channel selection strategy of the automobile manufacturer which is more in line with the reality.In addition,the research in this paper enriches the research content of the automaker’s channel strategy selection problem,and can provide some ideas and methods for further related research work.