Research On Pricing Decisions Of New Energy Vehicle Supply Chain Considering Government Behaviors And Consumer Preferences

New energy vehicles,which can help to improve traffic pollution,promote green development of traffic and promote the transformation of transportation and energy,have become the common focus of academic and business circles.China guides and promotes the rapid development of new energy vehicle industry through various policies,and gradually forms a new energy vehicle supply chain system composed of manufacturers and dealers.However,with the decline of supporting policies and the change of consumer preferences,the market-oriented development of China’s new energy vehicles is now facing problems such as enterprises’ excessive reliance on subsidies,consumers’ lack of awareness of green and environmental protection,and insufficient distribution channels and international market development.Therefore,the pricing strategy of the core means of marketing can be applied to the development of the new energy vehicle industry,and a scientific and reasonable pricing strategy can be formulated from the perspective of supply chain to deal with the above problems.Based on the domestic and international research results and industrial development,this paper uses game theory and economic theory as tools,through mathematical modeling analysis combined with numerical simulation analysis,from the perspective of government behavior dominance and consumer preference dominance,respectively.Constructed a new energy vehicle supply chain pricing optimization decision model.The main research contents are:First,by sorting out the market development status of China’s new energy vehicle supply chain,four market situations in the domestic market of new energy vehicles/traditional fuel vehicles in the traditional distribution channel and new energy vehicles/traditional fuel vehicles in the new distribution channel are summarized.By analyzing the research and reports of global new energy vehicle consumers,it concludes that the common preference of global consumers is influenced by income level and environmental awareness.Second,a dual-channel supply chain pricing model of new energy vehicles considering government behavior and consumer preferences is constructed.Based on the Hotelling model,the market demand under the above four situations is obtained by describing consumer residual utility,and the optimal pricing strategy of automobile manufacturers and dealers is obtained.Shapley value method is used to allocate the joint profits of manufacturers and dealers in the new distribution channel.With the domestic market as the research background,the impacts of environmental awareness,charging pile and other infrastructure coverage,as well as policy support/taxation behavior on the pricing and profit of the new energy vehicle supply chain are discussed.Finally,build considering consumer preferences of new energy automobile supply chain discrimination pricing model,divided into the global market based on market segmentation theory,through the consumer’s preference characteristics of multistage perceived consumer utility obtained the market demand,to build a single pricing model analysis of discrimination pricing model under the manufacturers and dealers of the optimal pricing strategy and the corresponding profits,in the global market as the research background,Discusse the impact of environmental awareness,income level and market segmentation on new energy vehicle supply chain pricing.