Pricing Decision of Power Battery Supply Chain under Different Preference Tendency
In this paper,we studied the relationship between pricing decision and profit of power battery manufacturers and automobile manufacturers under four different preference situations,namely self-interest preference,unilateral reciprocity preference of the automobile manufacturer,unilateral reciprocity preference of the power battery manufacturer and bilateral reciprocity preference,in order to provide some references for power battery manufacturers and automobile manufacturers to establish a reciprocal relationship and realize a win-win situation.The research shows that unilateral reciprocity preference means that when only one of the two parties shows a high willingness to reciprocity,although the other party's profits can be improved by a certain ex-tent,the profit of the willing party may be jeopardized.This phenomenon reveals the limitations of the uni-lateral altruistic behavior,that is,it promotes cooperation,but may not be conducive to the sustainable devel-opment of an enterprise.When both parties of the supply chain show a strong preference for bilateral reciprocity,the situation is completely different.Through sharing resources and risks,collaborative innovation,bilateral reciprocity and win-win cooperation,both parties may not only effectively improve their own profits,but also promote the improvement of the overall efficiency and profit of the supply chain.Such cooperation mode enhances the competitiveness and market position of both parties,and reinforces the sustainable development of the elec-tric vehicle industry.Moreover,their individual profits and the overall profits of the supply chain are higher when both parties show higher bilateral reciprocity preference than when they are both self-interested,indicating that the pur-suit of self-interest maximization can protect their own interests in the short term,but may limit their devel-opment potential for the long term due to lack of cooperation and trust.Finally,we put forward four suggestions as follows.(1)Automobile manufacturers and power battery man-ufacturers should strengthen cultural exchanges and team building to cultivate the culture of reciprocity pref-erence;(2)A quick communication mechanism between supply chain enterprises should be established to en-sure that they can communicate,solve problems and share information in a timely manner;(3)Fair and rea-sonable cooperation terms should be formulated to reduce the probability of interest disputes;(4)An incen-tive mechanism and credit evaluation system for reciprocity should be built to promote long-term coopera-tion between the two parties through the combination of incentives and constraints.Our study provides a new perspective for scholars and practitioners in the field of power battery supply chain,that is,how different preferences affect pricing decisions and supply chain efficiency and profits.The next step can focus on the influencing factors of preference tendency,explore how to cultivate and develop the reciprocal preference of supply chain members under different cultural and institutional backgrounds,and build a more efficient supply chain system.
supply chainpower batterypricing decisionpreference tendencystackelberg game
NETL
NSTL
万方数据
