Research On Electric Vehicle Product Pricing And Government Subsidy Policy

In many countries,electric vehicles are not only vigorously promoted through green license plates,but also subsidized by the state.Under the premise that China gathers the efforts of the whole Party and the whole country to complete the arduous task of carbon peak and carbon neutralization,the importance of developing electric vehicle industry is self-evident.On this premise,considering product green technology and government subsidy incentive policies to optimize the direct-sales supply chain of electric vehicles and promote the rapid development of electric vehicle industry has become the key issue of direct-sales supply chain management of electric vehicles.Firstly,this thesis studies the market introduction strategy of direct-sales supply chain of electric vehicles considering consumers’ greenness preference,establishes three supply chain models of combustion vehicle market,coexistence market of combustion and electric vehicles and dual product vehicle market under the influence of network effect,and evaluates the influence of green technology and network effect on the decision-making of direct-sales supply chain.After comparing the three automobile markets,the results show that the electric vehicle supply chain should be introduced when the network effect is not considered.When considering network effect,the conditions for introducing electric vehicles are the greenness gap between the two models is not high and the fixed cost of new products is low.In the dual product supply chain,if the intensity of network effect is low,the manufacturer should control the greenness gap between the two products not too high,otherwise the impact of network effect on the dual product supply chain is negative.Then,this thesis evaluates the impact of green gap and network effect on the pricing,government subsidies and revenue of the direct-sales supply chain,and studies the introduction conditions of the direct-sales supply chain of electric vehicles.The results show that without considering network effect,the introduction of electric vehicle supply chain is beneficial to manufacturer,consumers at the end of the supply chain and society.However,considering the network effect,the introduction of electric vehicles can increase the manufacturer’s profits and social welfare only when the fixed cost of the new production line is low enough.Finally,if the greenness gap between the two products is low,electric vehicles should be introduced,because at this time,manufacturer’s profits,consumer surplus and social welfare will increase.With the development of the electric vehicle market and a new round of industrial transformation,the scale of electric vehicle charging stations is also an important factor affecting consumers’ entry.In addition,as one of the important industries in the development direction of the country’s "new infrastructure",charging stations have also attracted government subsidies.In addition to car manufacturers that build their own charging stations,the government will also invest in the construction of electric vehicle infrastructure.Self-built supplementary charging station.In addition to infrastructure subsidies,the government will also give automakers green technology R＆D subsidies or purchase subsidies to consumers at the end of the supply chain.Therefore,after this thesis,combined with the indirect network effect between consumers and the scale of charging stations,the new electric market is constructed under two government subsidy models: one is to subsidize the construction of charging facilities and green technology research and development for auto manufacturer,and the other is to subsidize the construction of charging facilities for automakers and subsidize purchases by consumers.The impact of vehicle greenness and network effect on supply chain pricing,charging station construction,subsidies and market returns are respectively evaluated,and the government’s subsidy policy selection is studied.After comparing the market environment under the two subsidy modes,the results show that: when the greenness of electric vehicles in the market is low and the level of indirect network effect of the scale of charging stations to consumers is weak,the government should subsidize the charging stations building of manufacturer and the purchase of consumers;and when the greenness of the car is high and the level of indirect network effect is strong,the government should subsidize the construction of charging stations for manufacturer and the research and development of greenness technologies.