竞争环境下新能源汽车嵌入技术服务的定价策略

构建上游技术服务商和下游新能源制造商合作创新的两级供应链，考虑两个制造商的竞争关系和权力结构，研究不同竞争模式对产品定价、产品利润的影响，为技术服务商和新能源汽车制造商的决策提供参考。结果显示，技术服务商在同等条件下会提供技术给具有竞争关系的制造商以优化利润；制造商之间的权力结构会影响技术服务商的利润，并且在“权力对等”竞争模式(FLC)下的利润最大。从制造商角度，竞争强度和技术产出贡献度均会影响产品价格。在技术产出贡献度较小的情形下，垄断模式(M)下的产品定价最高，“制造商1领导”竞争模式(SLC)和“制造商2领导”竞争模式(TLC)下的定价较高，FLC模式下的定价最低；反之亦然。算例分析进一步指出，当技术产出贡献度较小时，M模式下的产品利润大于竞争模式(C)下的产品利润；反之亦然。此外，制造商之间的权力结构会影响C模式下的产品利润，因此，制造商在C模式的占优策略是通过FLC模式实施定价或在SLC和TLC模式下取得定价领导权。

Pricing Strategy of New Energy Vehicle Embedded Technical Service Providers Under Competitive Environment

This paper constructs a two-tier supply chain for the upstream technology service provider and downstream new energy manufacturers for cooperative innovation, considers the competition relationship and power structure of two manufacturers, and studies the impact of different competition modes on product pricing and product profit, providing reference for decision making of the technology service provider and new energy vehicle manufacturers. The results show that under the same condition, the technical service provider will provide technology to manufacturers under a competitive environment to optimize profits. Besides, the power structure between manufacturers will affect the profit of the technology service provider, and the profit in the FLC mode (i.e., the competitive mode by the same leading) is the largest. From the manufacturers’ perspective, both the intensity of competition and the contribution of technical output will affect the product price. In the case of a small contribution to the technical output, the product price in the M mode (i.e., the monopoly mode) is the highest, that in the SLC mode (i.e., competitive mode by the first manufacturer leading) and the TLC mode (i.e., competitive mode by the second manufacturer leading) is higher, and that in the FLC mode is the lowest. Numerical examples further show that when the contribution of technical output is small, the profitability of products in the M mode is greater than that in the C mode (i.e., the competitive model). In addition, the power structure between manufacturers affects the profitability of products in the competitive mode. Therefore, the dominant strategy of manufacturers in the C mode is to implement pricing through the FLC mode or to obtain pricing leadership in the SLC and TLC modes.