【摘要】 工业的发展在提高人们生活质量的同时也带来了环境的污染,为了解决环境问题,必须从绿色产品设计开始,这得到了顾客、政府和企业的广泛关注。有些顾客表示愿意改变自己的购买行为来保护环境,而另一些只会购买普通产品。企业根据利润最大化的原来的决策是否要开发绿色产品,选择何种产品设计策略面向两个细分市场。企业的最优产品设计策略并不一定有利于保护环境,而政府需要制定宏观政策来改变企业的决策。研究结果表明,在政府制定的宏观政策影响下,企业选择了最有利于保护环境的绿色产品设计策略,并且利润得到了提高,总的环境质量也得到提高,达到了双赢的局面。更多还原

【Abstract】 Industrial development can enrich people’s lives,but it also causes environmental pollution,which arouses a great concern among consumers,governments,and companies.Green product design is the essential method to solve the pollution problem.Some consumers are willing to change their purchase behavior to protect the environment,but some of the other consumers still buy ordinary product.Companies decide whether to develop green products to maximum their profits,and choose which product design strategy to face the two market segments.The optimal product design strategy does not always benefit the environment protection,and the government should make macroscopical polices to change companies’ product design strategies.The research results indicate that,under the government’s macroscopical policy,companies choose the green product design strategy which not noly does best to the environmental protection,but also gets higher profits.Besides,the total environment quality is improved.And thus,a win-win outcome is achieved.更多还原