管理评论

管理评论 ›› 2024, Vol. 36 ›› Issue (9): 107-119.

• 市场营销 • 上一篇    

企业绿色转型期的产品线扩展策略和政府规制研究

孙连家1, 林军1, 卢小军1, 许婷2   

  1. 1. 西安交通大学管理学院, 西安 710049;
    2. 南方科技大学商学院, 深圳 518055
  • 收稿日期:2023-01-09 发布日期:2024-10-10
  • 作者简介:孙连家,西安交通大学管理学院博士研究生;林军(通讯作者),西安交通大学管理学院教授,博士生导师,博士;卢小军,西安交通大学管理学院博士研究生;许婷,南方科技大学商学院助理教授,博士生导师,博士。
  • 基金资助:
    国家自然科学基金面上项目（72071154/G0102）。

Research on Product Line Expansion Strategies and Government Regulation during the Green Transformation of Firms

Sun Lianjia1, Lin Jun1, Lu Xiaojun1, Xu Ting2   

  1. 1. School of Management, Xi'an Jiaotong University, Xi'an 710049;
    2. School of Business, Southern University of Science and Technology, Shenzhen 518055
  • Received:2023-01-09 Published:2024-10-10

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摘要： 绿色新兴市场的兴起，使得竞争环境从传统的单一市场向多市场、多资源的方向转移，给企业产品线扩展策略和政府环境规制政策都带来了新的挑战。本研究基于消费者价值理论和市场细分理论建立博弈模型，全面分析当今绿色市场中三种主要力量（消费者、企业和政府）的相互影响，并探究政府环境规制对企业产品线扩展决策的调节情况。结果表明：不同行业固定成本的差异会影响企业产品线扩展策略的选择，对于较高固定成本的行业需要企业及时放弃传统市场以降低转型中竞争失利的风险；政府更严格的环境规制对刺激市场进行绿色创新的动力是有限的，需要根据市场发展程度进行调节。研究结果对绿色转型中企业策略选择以及深入讨论环境法规执行的调节影响都提供了有益的管理启示。

关键词: 绿色市场, 产品策略, 博弈模型, 环境规制

Abstract: The emergence of green emerging markets has shifted the competitive environment from the traditional single market to a multi-market, multi-resource direction, posing new challenges to both corporate product line expansion strategies and relevant government regulation policies. This study builds a game model based on consumer value theory and market segmentation theory to comprehensively analyse the interplay among three major forces (consumers, firms and government) in today’s green markets, and to investigate how government regulation policies moderate firms’ product line expansion decisions. The results show that: differences in fixed costs across industries affect firms’ choice of product line expansion strategies, and for industries with higher fixed costs, firms need to abandon traditional markets in time to reduce the risk of losing out on competition in the transition; stricter government environmental regulation has a limited incentive to stimulate green innovation in the market and needs to be regulated according to the degree of market development. The findings provide useful managerial insights into the strategic choices of firms in green transitions and in-depth discussions on the moderating impact of environmental regulation enforcement.

Key words: green market, product strategy, game model, environmental regulation