Study on Supply Chain Pricing Strategy of Government-Subsidized Manufacturers

Abstract

From the perspective of the coexistence of new energy vehicles and fuel vehicles, a dynamic game model composed of the manufacturer, retailer and government were built, and the optimal pricing strategy was worked out by considering the supply chain pricing strategy under the Stackelberg game modeled by the manufacturer. The research shows that the government subsidy must be controlled within a reasonable range to stimulate the enthusiasm of manufacturers; The R&D cost coefficient is inversely proportional to the greenness of new energy vehicles, and consumers' green preference is directly proportional to it. The level of the R&D cost coefficient directly affects the manufacturer's production choice. Consumer preference for green and R&D input cost coefficient for new energy vehicle pricing is proportional to the impact.