Abstract: To address the pricing problem of new technology services for new energy vehicles under different supply chain modes, the Stackelberg game models in two-level and three-level supply chains are established. The equilibrium decision-making of enterprises at each node under buyout and subscription modes are discussed, while the influence of consumer price sensitivity coefficient, technology spillover effect coefficient and aggregation effect coefficient on the pricing of new technology services and the profit of enterprises at supply chain nodes is analyzed. Also, the optimal pricing strategy of new technology services in different supply chains is discussed. The study shows that under buyout and subscription modes, the pricing of new technology services for new energy vehicles and the profit of each enterprise in a supply chain decrease with the increase of price sensitivity coefficient, and increase with the increase of technology spillover effect; under the subscription mode, with the increase of aggregation effect coefficient, the retail price of new technology services increases, while the wholesale prices of manufacturers and distributors decrease, and the profit of each enterprise in a supply chain decreases; under different charging modes, the profit of each enterprise in a two-level supply chain is greater than that in a three-level supply chain; when the aggregation effect coefficient is small, the optimal choice for manufacturers and retailers is the subscription mode.

Key words: buyout mode, subscription mode, new energy vehicles, supply chain mode, new technical service