考虑环保效益的混合产品提供策略稳定性研究

当前,中国制造产业面临污染能耗大、全球竞争优势递减、人口红利消失、产品日趋同质化和客户需求日益个性化等产业困境。随着《中国制造2025》对服务型制造理念的推动,以实物产品为载体,衍生与产品相匹配的服务,并与产品构成“混合产品”来解决客户问题的观点逐渐被诸多企业认同和实践。在混合产品提供过程中,考虑到节约资源、保护环境和预防污染,以及生产者责任延伸制下的政府约束,制造企业能否通过调整混合产品提供策略以削减上述顾虑并落实生产者责任延伸制的要求?本文在耦合生产者责任延伸制和混合产品理论的基础上,发现考虑环保效益的混合产品策略主要受政府、制造企业和客户决策行为的影响,籍此,构建了“政府-企业-客户”三方演化博弈模型,探讨各主体采取不同行为决策时策略的演化路径,并以共享电动汽车为例,验证本文模型,得到一些发现:客户支付意愿能促进策略实现,但促进作用边际递减,为此要求企业服务衍生把握深度和广度,并强调政府引导供需交互的重要性;策略稳定性受制造企业间接收益影响,而服务和环境元素对间接受益的影响更为显著;制造企业服务衍生和客户支付行为之间存在意愿平衡点,为政府制定适度性的扶持政策提供参考;潜在损失的增加促使企业和客户积极参与考虑环保效益的混合产品提供策略;政府参与度的增加促进客户价值创造效用边际递增。研究结论为制造企业在生产者责任延伸制下合理地提供混合产品,政府引导市场客户与激励制造企业方面的政策制定,客户对混合产品消费观念的重塑提供了建议与理论指导。

Research on stability of hybrid offerings strategy considering about environmental benefits

Nowadays,Chinese manufacturing industry are facing industrial dilemmas,such as serious pollution and energy consumption,competitive advantages declining,demographic dividend disappeared,product homogenization and increasing personalized customer demand.With the promotion of service-oriented manufacturing by‘Made in China 2025’,one view that proposes manufacturers,should derive services based on products and combine them as the form of hybrid offerings to solve customer problems has been widely put forward.This idea is also practiced by many companies gradually.Considering the goal of environment protection and pollution prevention,as well as the restriction of EPR theory from governments,can manufacturers adopt hybrid offerings strategy to reduce these concerns and comply with EPR requirements?To answer this question,this paper interconnected EPR and hybrid offerings theories and explored the subjects influencing hybrid offerings strategy.Finally,it discovered that these implementing processes are affected by the decisive behaviors of governments,manufacturers and customers.Accordingly,this paper established an evolutionary game model of government-manufacturer-customer and then,explored evolutionary paths when participants take different strategies.After the numerical simulation from the real case of electric car sharing,we discovered that customer purchase intention leads the strategy to be more stable,but promotion effect is diminishing,which shows manufacturers should control the width and depth of service derivatives,and it also stresses the importance of government’s guidance into both supply and demand sides;hybrid offerings strategy can motivate future earnings for manufacturers,and this advantage mostly depends on service and environment elements in hybrid offerings;there is an intention balance point between manufacturer service derivatives and customer purchase behaviors,this finding can be leveraged by governments;the increase of potential loss makes the manufacturers and customers actively participate in hybrid offerings provision;the raise of government participation leads the customer using value to increase.The conclusion of the paper provides suggestions and theoretical guidance for manufacturers to reasonably provide hybrid offerings under EPR,for the government to formulate policies for guiding market customers and encouraging manufacturing enterprises,and for customers to remodel the consumption concept of hybrid offerings.