电商平台协同下废旧电池回收动态博弈与营销成本分担机制分析

Analysis of Dynamic Game and Marketing Costs Sharing Mechanism for Waste Battery Recycling under E-Commerce Platform Collaboration

摘要: 随着新能源汽车产业的快速发展，动力电池规模化退役带来的环境与经济挑战日益凸显。本文基于微分博弈理论，构建新能源汽车企业联合电商平台零售商的废旧电池回收动态博弈模型，探讨了各自决策与营销成本分担决策两种情境下的均衡策略。通过数值仿真与参数敏感性分析发现：引入营销成本分担机制能显著提升废旧电池回收效率，但新能源汽车企业的最优成本分担比例需根据市场动态优化。分析结果表明，新能源汽车企业与电商平台零售商通过建立动态协同机制，实现个体收益增长，通过线上废旧电池回收渠道创新，形成了新能源汽车企业、电商平台零售商与电商平台三方协同发展的良性机制，为废旧电池回收的发展提供了新的实现路径。

Abstract: With the rapid development of the new energy vehicle (NEV) industry, the environmental and economic challenges posed by large-scale decommissioning of power batteries have become increasingly prominent. Based on differential game theory, this paper constructs a dynamic game model for waste battery recycling through the collaboration between the NEV enterprise and the e-commerce platform retailer, investigating equilibrium strategies under two scenarios: independent decision-making and marketing cost-sharing decisions. Numerical simulations and parameter sensitivity analysis reveal that implementing a marketing cost-sharing mechanism can significantly enhance the efficiency of waste battery recycling. However, the optimal cost-sharing ratio for the NEV enterprise requires dynamic market-based optimization. The findings demonstrate that through establishing a dynamic coordination mechanism, the NEV enterprise and the e-commerce platform retailer achieve individual profit growth and create a tripartite synergistic development model involving NEV enterprises, e-commerce platform retailers, and the e-commerce platforms themselves. This innovative online recycling channel mechanism provides a novel implementation pathway for waste battery recycling development.