考虑消费者环保意识与政府补贴的企业绿色技术创新决策研究

在绿色经济时代，绿色技术创新已经成为越来越多企业获取竞争优势的途径。本文基于消费者需求偏好，在不同的政府补贴情形下，构建了包含绿色产品与普通产品生产企业的双寡头竞争模型和斯塔克博格模型，分析了企业绿色技术创新驱动因素和行动时机。研究表明：消费者环保意识有助于提升绿色产品市场份额和企业利润，而绿色产品的单位成本增加会降低其市场份额和企业利润，且绿色产品的单位成本与普通产品企业的利润呈倒U型关系；政府对绿色产品的补贴，可以促进企业绿色技术创新。补贴消费者与补贴企业两种方式下产品的市场份额和社会总福利相同，考虑到补贴的执行成本，补贴消费者更优；绿色产品生产企业作为追随者时，绿色产品的市场占有率最高，社会总福利也最高，因此，后发行动策略是企业绿色技术创新的占优行动策略。

Research on Enterprises Green Technology Innovation Decisions-Under the Perceptive of Consumer Environmental Awareness and Government Subsidies

Abstract: In the context of green economy, more and more enterprises choose green technology innovation to gain competitive advantage in the market. Current research shows that under the perspective of green technology innovation, consumer awareness of environmental protection and government subsidies can be treated as two key factors for market and government drive for green technology innovation, and both of these factors havesignificantly impact on enterprises’green technology innovation decisions. The driving factors and action timing of enterprises’ green technology innovation are analyzed based on consumer environmental awareness and government green subsidies. Based on consumer demand theory, the duopoly competition model and the Stark-berg model including green products and ordinary products are conducted under different government subsidies. It is shown that consumers’ awareness of environmental protection can significantly improvethe market share of green products and corporate profits, while increasing of unit cost will reduce the market share and corporate profits of green products. It is found that there is an inverted U-shaped relationship between the unit cost of green products and the profits of ordinary product enterprises. This research indicated that government subsidies for green products can promote enterprises’ green technology innovation. In this essay, it is also found that either subsidize consumers or enterprises generate same effect on the market share and total social welfare of products,however while considering the implementation cost of subsidies, it is better to subsidize consumers. It is pointed out that green product manufacturers have the highest market share of green products and the highest overall social welfare when they were followers in the market. Therefore, the backwardness strategy is the better competitive strategy for enterprises’ green technology innovation. This research can provide useful suggestions for the government to formulate green subsidy policies and enterprises to formulate green technology innovation strategies.