Abstract:

Considering the social influence of products, in this paper, the choice of production strategy of two competitive enterprises was discussed. In the case that both enterprises could choose to produce common products and low-carbon products, four strategic models, i.e., GG, GC, CG and CC, were constructed, and the optimal retail price and profits of each model are obtained. The results show that when consumers are more sensitive to the social influence of the products of the two enterprises, that is, when the difference is small, both enterprises will choose to produce common products. When the sensitivity of consumers to the social influence is moderate, the strategies of both enterprises are different and there is no pure strategic Nash equilibrium between them. When the sensitivity of  social influence of consumers is quite different, the enterprises will choose the low-carbon production mode.

Key words: social influence, low-carbon technology, production strategy, Nash equilibrium

摘要：

在考虑社会影响力的情形下，探讨两个竞争性企业的生产策略选择问题。在两企业均可选择生产普通产品和低碳产品时，构建了GG、GC、CG和CC等4种策略模型，并得出各模型最优零售价格和企业最优利润。研究表明：当消费者对两个企业产品的社会影响敏感程度均较高，即差异较小时，会促使两个企业均选择生产普通产品；当消费者对两个企业产品的社会影响敏感程度差异适中时，两企业的策略选择不同且不存在纯策略纳什均衡；当消费者的社会影响敏感程度差异较大时，企业均会选择低碳生产模式。

关键词: 社会影响, 低碳技术, 生产策略, 纳什均衡