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考虑顾客需求具有参考效应等非理性的特性,本文基于动态规划方法,对价格和减排水平两种参考效应不同组合情形下企业定价和减排水平问题进行了研究。研究发现,相对于无参考效应情形,存在价格参考效应时,垄断制造商应降低产品价格和减排水平,而减排水平参考效应下则相反;价格或减排水平参考效应下,垄断制造商长期的瞬时利润低于无参考效应情形,表明两种参考效应都将对企业的长远利润产生不利影响。本文还对两种参考效应下垄断制造商的定价和减排策略进行了分析。最后,通过对两种参考效应并存情形的分析,并考虑当前消费者低碳意识较弱,产品关切仍集中于价格的现实,建议两种参考效应并存下企业的产品价格应低于无参考效应的情形。
Considering the irrational characteristics such as reference effect and customer demand, this paper studies the problem of pricing and emission reduction of enterprises under different combinations of price and emission reduction based on dynamic programming. The results show that monopoly manufacturers should lower product prices and emission reduction levels when the price reference effect exists, while the emission reduction reference values have the opposite effect. When the price or emission reduction level reference effect, monopoly manufacturers The long-term instantaneous profit is lower than the non-reference effect, indicating that both of the two reference effects will have an adverse impact on the long-term profit of the enterprise. This article also analyzes the pricing and emission reduction strategies of monopoly manufacturers under two reference effects. Finally, through the analysis of the coexistence of the two reference effects, and considering the current low awareness of low-carbon consumers, product concerns are still focused on the reality of the price, the proposed two kinds of reference effects coexist with the corporate product prices should be lower than the non-reference effect The situation.