政府市场规制、产品消费选择和企业绿色技术创新

本文通过构建由地方政府、企业和消费者组成的绿色技术创新系统演化博弈模型,分析了不同现实情形下系统的均衡策略演化过程,并借助系统动力学实验方法进一步研究了相关因素对系统均衡的影响。研究发现:(1)在绿色技术创新演化博弈系统所有可能的均衡策略中,只存在三个稳定的均衡策略,即地方政府、企业和消费者的策略分别为(市场规制,不绿色技术创新,购买传统产品)、(市场规制,绿色技术创新,购买传统产品)、(市场规制,绿色技术创新,购买绿色产品)。(2)企业绿色技术创新品牌收益和消费者绿色产品消费的经济收益是影响博弈演化系统最终向不同稳定均衡策略演进的主要因素。(3)在第一种均衡状态下,产品的基础价值、绿色偏好收益、绿色消费意识和产品价格等是影响消费者购买绿色产品的主要因素;在第二种均衡状态下,政策收益、规制成本及产品市场需求量是影响政府采取市场规制策略的主要因素;在第三种均衡状态下,绿色技术创新补贴系数、市场规制强度和企业绿色技术创新品牌收益是影响企业采取绿色技术创新策略的主要因素,且各影响因素对博弈主体策略选择的方向和边际的影响均存在较大差异。上述结论将为进一步完善绿色发展理论提供参考,也为构建市场导向的绿色技术创新体系提供借鉴。

Market regulation,product consumption choice and enterprise green technological innovation

To build a beautiful China,a transfer from pursuing the speed of development to the quality of development is needed.At the same time,we have to green the existing production and lifestyle.The construction of market-oriented green technology innovation system proposed in the report of the Nineteenth National Congress is the research background of this paper and also the endogenous driving force to achieve high-quality development.On one hand,the mismatch between the cost and benefit of green technology innovation will reduce the enthusiasm of R&D investment of enterprises and lead to market failure.On the other hand,the allocation efficiency of high innovation elements in government′s market-oriented regulation brings superiority of promoting enterprises′green technological innovation.However,previous management practices and theoretical studies have not fully analyzed the inherent mechanism of enterprises′green technology innovation driven by government′s market regulation and have not deeply explored the impact of governments′market regulation on heterogeneous of green technology innovation and its performance.Therefore,according to the above shortcomings,by constructing the evolutionary game model of green technology innovation system composed of local governments,enterprises and consumers,this paper analyzes the evolutionary process of equilibrium strategy of system in different situations,and further studies the influence of correlative factors on system equilibrium by means of system dynamics experiment.This paper found that:(1)Of all the possible equilibrium strategies in the evolutionary game system of green technological innovation,there are only three stable equilibrium strategies,namely,the strategies of local government,enterprises and consumers are(market regulation,non-green technological innovation,purchase traditional products),(market regulation,green technological innovation,purchase traditional products),(non-market regulation,green technological innovation purchase green products).(2)Brand benefits of enterprise green technology innovation and economic income of green product consumption of consumer are the main factors that influence the evolution of game evolution system to different stable equilibrium strategies.(3)In the first equilibrium state,the basic value of products,green preference benefits,green consumption consciousness and price of products are the main factors affecting consumers to buy green products;in the second equilibrium state,policy benefits,regulatory costs and product market demand are the main factors affecting the government to adopt market regulation strategies;in the third equilibrium state,green technology innovation subsidy coefficient,market regulation intensity and brand benefits of green technology technological innovation of enterprise are the main factors influencing enterprises to adopt green technological innovation strategy,and each factor has a great difference on the direction and marginal influence of the main players′strategy choice.There are three stages of enterprise green technology innovation,namely initial stage,transition stage and mature stage.Only through effective innovation can the enterprises win the market demand.Effective green technology innovation needs the intervention of governments′market regulation,of which the focus is to influence the brand income of enterprises′green technology innovation and the economic income of consumers′green product consumption.In the mature stage of green technology innovation,compared with controlling the price of traditional products,reducing the price of green products has a more significant impact on the whole system.At the same time,it is necessary to improve consumers′green consumption preferences and awareness.It provides a reference for further perfecting the green development theory,and also for constructing the market-oriented green technology innovation system.Through the above analysis,we can more clearly reveal how governments′market regulation promotes enterprises to innovate in green technology continuously.At the same time,it has a certain reference significance for the government to further optimize market regulation tools.