竞争供应链中制造商环保技术投资决策研究

本文考虑消费者对质量差异化产品的异质性偏好以及环保意识，建立了消费者效用函数以及产品需求函数，构建了差异化竞争制造商及其零部件供应商之间的动态博弈模型；进而，研究了竞争供应链中制造商环保技术投资策略，考察了市场竞争对供应链均衡定价决策、环保技术投资决策以及消费者福利的影响。研究结果表明：拥有较高技术水平的制造商总是会选择更高的环保技术投资水平，但消费者也需为此支付更高的产品溢价；制造商环保技术投资会影响产品销售价格并有利于提升消费者福利，拥有较高技术水平的制造商总是有动机选择投资环保技术，而技术水平较低的制造商则不会有动机选择投资环保技术；市场竞争会导致供应商和制造商定价决策的变化，但此时供应商反而能够获得更多利润。

Optimal Environmental Technology Investment of Manufacturers in Competitive Supply Chains

In recent years, with the development of the economy, consumers have higher and higher requirements for corporate environmental protection, and more and more companies have begun to pursue green, low-carbon, and sustainable development. For example, the three-way catalytic converter technology in the automobile industry can effectively improve the utilization rate of gasoline and reduce exhaust gas emissions such as carbon monoxide; Heat pump technology and frequency conversion technology in the air conditioning industry can reduce energy consumption. However, in a competitive market environment, companies also need to consider the impact of competitors’ market pricing and environmental investment strategies when determining their own environmental technology investment decisions. This not only complicates the enterprise environmental technology investment decision-making process and the competition and cooperation game relationship, but also may lead to the imbalance of corporate decision-making incentives and the loss of corporate performance. As a result, by constructing three-stage game model between one supplier and two competing manufacturers, it is aimed to study how should manufacturers determine their environmental investment strategies and price strategies in a competitive market environment? How can manufacturers adjust pricing and environmental investment decisions to maintain their competitive advantage and maximize profits? And what impact will environmental technology investment have on supplier pricing, profits, as well as consumer purchasing behavior and consumer welfare?