关键词: “双积分”政策, 新能源汽车, 品牌商誉, 公平关切, 微分博弈

Abstract:

In the context of the decline of government subsidy， dual credit policy has become the main policy for promoting new energy vehicles （NEV）. BYD， NIO and Ideal are rapidly rising as auto companies， and large companies such as Huawei and Xiaomi are also shifting their focus to the research and development and production of NEV. So， what impact will the further popularization of dual credit policy have on the decision-making and revenue of NEV company？ It is necessary to conduct research from the perspective of the goodwill of NEV company from a dynamic perspective. In addition， NEV is new mode with uncertainties， and downstream dealer is likely to have fair concerns. What impact will their fair concerns have on the decision-making of NEV company？ To solve the above problems， under the background of dual credit policy， NEV company makes efforts to improve its endurance and advertising to enhance goodwill. Differential game and continuous dynamic programming theory are used to study the pricing strategy， endurance strategy and advertising strategy of the NEV supply chain under general and ideal models. The dynamic changes of automobile company’s goodwill and its performance are further given， and a two-way cost-sharing contract is used to coordinate the automobile supply chain. Among them， \stackrel{·}{G}\left(t\right)=\mu A\left(t\right)+\lambda B\left(t\right)-\delta G\left(t\right) shows the trajectory of goodwill change， \sigma p_c represents the credit calculation coefficient and the credit price， which is the profit obtained by the manufacturer from selling each unit of NEV； in addition， U_R={\pi }_R-\theta \left({\pi }_M-{\pi }_R\right) is used to express the fair concern behavior of the dealer. Through model solving and numerical analysis， it is found that： The popularization of dual credit policy has increased the utility of consumers purchasing NEV and contributed to the promotion of NEV. However， the government must pay attention to balance when formulating policy parameters to improve the effectiveness of the policy. NEV company should actively invest in battery life costs and advertising costs， and improve the efficiency of related investments. NEV with high battery life and efficient advertising will stimulate market demand and make NEV companies profitable， creating a virtuous cycle. Although the dealer’s fair concern behavior will increase its own profits， it will reduce the manufacturer’s profit and the total revenue of the NEV company. Within a certain feasible domain， a two-way cost-sharing contract can achieve Pareto improvement and make the total revenue of the automobile company reach a fair and neutral state， but the fairness concern behavior of dealer will always affect the normal profit distribution within the NEV company， which is not conducive to the long-term development of the company. Not only enriches dual credit policy and related theories in the field of NEV are enriched， but also theoretical guidance is provided for the government to formulate relevant policies and for automobile companies to formulate strategies in this context.

Key words: dual credit policy, new energy vehicles, brand goodwill, fairness concern, differential game