关键词: 新能源汽车, 产品定价, 权惫结构, 竞争环境

Abstract:

This paper constructs a two-tier supply chain for the upstream technology service provider and downstream new energy manufacturers for cooperative innovation, considers the competition relationship and power structure of two manufacturers, and studies the impact of different competition modes on product pricing and product profit, providing reference for decision making of the technology service provider and new energy vehicle manufacturers. The results show that under the same condition, the technical service provider will provide technology to manufacturers under a competitive environment to optimize profits. Besides, the power structure between manufacturers will affect the profit of the technology service provider, and the profit in the FLC mode (i.e., the competitive mode by the same leading) is the largest. From the manufacturers’ perspective, both the intensity of competition and the contribution of technical output will affect the product price. In the case of a small contribution to the technical output, the product price in the M mode (i.e., the monopoly mode) is the highest, that in the SLC mode (i.e., competitive mode by the first manufacturer leading) and the TLC mode (i.e., competitive mode by the second manufacturer leading) is higher, and that in the FLC mode is the lowest. Numerical examples further show that when the contribution of technical output is small, the profitability of products in the M mode is greater than that in the C mode (i.e., the competitive model). In addition, the power structure between manufacturers affects the profitability of products in the competitive mode. Therefore, the dominant strategy of manufacturers in the C mode is to implement pricing through the FLC mode or to obtain pricing leadership in the SLC and TLC modes.

Key words: new energy vehicle, product pricing, power structure, competitive environment