考虑营销努力的新能源汽车供应链持股合作创新策略研究

Research on the Cooperative Innovation Strategy of New Energy Vehicle Supply Chain Shareholding Considering Marketing Efforts

摘要: 本文将持股策略引入到新能源汽车供应链合作创新中，通过构建新能源汽车制造商不采取持股策略、采取前向持股合作策略、采取后向持股合作策略和采取双向持股合作策略四种不同情形下的博弈模型，探讨不同持股模式及持股比例对新能源汽车供应链成员创新决策的影响。研究发现：持股策略总是有利于新能源汽车供应链成员进行创新活动，且电池技术创新水平和营销努力水平都随着持股比例的增加而增大，当持股比例满足一定条件时，前向持股合作策略和双向持股合作策略均能使营销努力水平和电池技术创新水平同时达到最高，且新能源汽车制造商采取前向持股合作策略既能保证自身的利润，所需承担的投资风险也最小。

Abstract: This paper introduces the shareholding strategy into the cooperative innovation of the new energy vehicle supply chain, and discusses the impact of different shareholding models and shareholding ratios on the innovation decisions of new energy vehicle supply chain members by constructing a game model under four different situations: no shareholding strategy, forward shareholding cooperation strategy, backward shareholding cooperation strategy and two-way shareholding cooperation strategy. When the shareholding ratio meets certain conditions, both the forward shareholding cooperation strategy and the two-way shareholding cooperation strategy can make the marketing effort level and the battery technology innovation level reach the highest level at the same time, and the forward shareholding cooperation strategy adopted by new energy vehicle manufacturers can not only ensure their own profits, but also minimize the investment risk.