Pricing And R&D Strategies Of Electric Vehicle Manufacturer Under Different Policies

In response to environmental problems such as depletion of oil resources and air pollution,many countries have begun to work on the development of a low-carbon economy.The new energy automobile industry,which is closely related to energy conservation and emission reduction,has been favored by various countries.The early stage of the development of emerging industries is often challenged by technologies and markets that are difficult to break through,and requires the support and intervention of government policies.The five developed countries have formulated 86 policies to guide their development since the beginning of the development of new energy vehicles.Since 2006,the Chinese government has also introduced subsidies,NEV/CAFC,carbon allowances,etc.These policies have had a profound impact on the development of the new energy vehicle industry,and car manufacturers need to develop appropriate R&D and pricing strategies to adapt to different policy backgrounds.Therefore,this paper studies the R&D and pricing strategy choices of new energy vehicle manufacturers under different policies.Among the many policies,the subsidy policy is most closely related to the purchase behavior of consumers,and it is the cornerstone of the new energy auto industry from his drive to self-drive.In chapter 3,this paper studies the pricing strategy choices of EV manufacturers under the subsidy policy.In this chapter,a two-stage dynamic game model of manufacturer-consumer is constructed.Consumers are strategic and will make purchase decisions taking into account future losses or gains.Under the subsidy policy,the subsidy’s retreat makes the first phase of subsidies greater than the second phase,but the quality of the car is constantly improving.Whether consumers choose to buy in the previous stage of the larger subsidy or in the latter stage of higher quality.This chapter discusses the optimal pricing strategy of the manufacturer from the perspective of whether the quality improvement is lower than the perceived quality depreciation of the consumer.The main conclusions are as follows:(1)If the quality improvement of stage Ⅱ is lower than the perceived depreciation of the consumer.The optimal pricing strategy of the manufacturer is to set the high price in phase Ⅰ arid the low price in phase Ⅱ.At this time,the higher the quality of Phase Ⅱ,the less the subsidy declines,and the smaller the price difference between the two phases.(2)If the quality improvement of the vehicle in the second stage is more than the perceived depreciation of the consumer,the optimal pricing strategy of the manufacturer is related to the degree of how strategic of the consumer increases.When the degree of strategic is low,The manufacturer’s optimal pricing strategy is set at PhaseⅡ above the Phase Ⅰ price.When the degree of strategic is high,the manufacturer’s optimal pricing strategy is to set the price below the stage Ⅰ price in phase Ⅱ.R&D strategies often determine the future development of manufacturer.In general,manufacturer relies on technology purchase and independent R&D strategies.In chapter 4,we study the R&D strategy choices of car companies under different policies.For manufacturers,the technology purchase strategy does not require R&D investment but cannot master the core technology,while the independent R&D strategy consumes capital and manpower but can have core technology to improve the voice or competitiveness in the supply chain.This paper firstly models the behavior of the subject,and then studies the performance of the manufacturer’s R&D strategy under the government’s subsidy policy,NEV-CAFC policy and subsidy&NEV-CAFC policy,and analyzes the consumer green.The impact of preferences,R&D costs,and market competition on manufacturers’ R&D strategy choices.Through the simulation data,the paper draws the following main conclusions:(1)In any policy background,In the long run,manufacturers should choose independent R&D strategy;(2)The increase of consumers’ green preferences will gradually benefit manufacturers who choose independent R&D strategies;(3)When R&D costs are low,independent R&D strategies are always optimal strategy,but with the increase of R&D cost,the advantages of independent R&D strategy will be highlighted later;(4)The more intense the market competition,the more obvious the advantages of technology purchase strategy,when the market belongs to oligopoly,the manufacturer’s best choice is independent R&D strategy,and when the market is extremely competitive,manufacturers should choose a technology purchase strategy.