Pricing and intelligence level strategies in automobile supply chain under different power structure
Assisted(autonomous)driving software and intelligent hardware such as chips and sensors empowering vehicle with intelligence,which makes Software Supplier(SS)important supplier to automotive company and breaks the tradition of automotive company dominating the supply chain.For many automotive companies produce vehicles with matching levels of software and hardware intelligence at present,an automobile supply chain consisting of SS and Intelligent Vehicle Company(IVC)was studied to determine the optimal level of intelligence and price of vehi-cle.The Stackelberg game models dominated by IVC and SS were constructed and compared,and the impact of the sensitivity of vehicle intelligence level and the efficiency of intelligent hardware cost investment on decision making was analyzed.The results showed that:①changes in supply chain power structure would not change the optimal level of vehicle's intelligence;②the IVC-dominated was conducive to expanding the market scale and improving the profitability of the supply chain system in the early stage of market,while the SS-dominated was conducive to impro-ving the automobile intelligent level and cutting the whole vehicle price;③SS could avoid profit losses by coopera-ting with IVC with low efficiency of intelligent hardware investment in the early stage of the market,while yielded more profit by cooperating with IVC which invested efficiently in hardware cost investment in the late period of the market.
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