基于环境社会责任的企业产品创新与定价策略

With the rapid development of economic globalization, the ever-increasing product demand has posed huge production pressures for firms. Meanwhile, the firms’ production activities which merely maximize their own benefits have done great harm to the ecological environment. As various environmental issues mount, sustainable development has become a major concern of governments, firms, consumers and scholars. Accordingly, as the subjects of sustainable development, firms need to not only focus on their own profits, but also take certain environmental social responsibilities and carry out product innovation. In the meantime, the dominant and regulative role that governments play in improving environmental issues, should not be neglected. For these reasons, from the perspectives of the firms’ voluntarily environmental social responsibilities (specifically, the firms aim to protect the environment and therefore consider the environmental contributions in their benefit evaluations) and governmental regulations, we establish multi-period and multi-echelon game-theoretic models as well as differential game models, based on the information asymmetry of innovative product valuation and cost, and behavioral factors such as consumer preferences, customer perceptions and consumer information sharing, to study the product innovation and pricing strategies of firms and the incentive mechanism designs of governments. This research project helps to provide theoretical guidance in setting firm strategies and making government regulations.

随着经济全球化的迅速发展，不断增长的产品需求给企业带来了巨大的生产压力，而企业一味追求经济效益最大化的生产活动严重危害了生态环境。各种环境问题的接踵而至使得可持续发展已经成为政府部门、企业、消费者乃至研究学者关注的焦点。在此背景下，企业作为可持续发展的主体，势必不能仅关注自身的经济效益，而必须承担一定的环境社会责任，进行产品创新。同时，政府部门作为改善环境问题的主导者，其规制作用更是不容忽视。鉴于此，本项目将从企业主动承担环境社会责任（指企业完全出于保护环境的目的，在评估自身整体效益时考虑“对环境的贡献”）和政府规制两个角度出发，结合创新性产品的价值信息不对称、成本信息不对称，以及消费者偏好、消费者认知、信息分享等行为，建立多阶段多层次博弈模型以及微分博弈模型，研究企业的产品创新与定价策略以及政府部门的激励机制设计。本课题的研究将为企业决策和政府部门政策措施的制定提供理论依据。

企业社会责任吸引了消费者的广泛关注，越来越多消费者倾向于购买社会责任企业的产品。为了应对消费者社会责任意识的不断提高，越来越多企业积极主动地参与社会责任活动，以提升企业声誉，增加消费者对企业产品的购买偏好。本项目将从企业承担社会责任出发，结合信息不对称，以及消费者偏好、消费者认知、信息分享等行为，建立了多阶段多层次博弈模型以及微分博弈模型，研究了企业的产品创新与定价策略。本课题的研究为企业决策和政府部门政策措施的制定提供理论依据。课题组成员围绕研究内容累计发表SCI/SSCI检索期刊论文3篇，论文分布在"Computers & Industrial Engineering", "International Transactions in Operation Research", "Industrial Management & Data Systems"等国际知名期刊上。通过该项目协助培养博士毕业生4人，硕士毕业生3人，硕士在读生11人。更重要的是，本人受天津市疾病预防控制中心邀请，为工作人员进行疫情防控模型建立讲座。并通过模型分析，为天津市疫情防控建言献策。完成了预定研究目标。