考虑消费者绿色偏好的竞争性供应链的产品选择与定价策略  

Product Selection and Pricing Policy of Competitive Supply Chains Considering Consumers' Green Preference

作　　者：刘会燕[1,2] 戢守峰[1] 

机构地区：[1]东北大学工商管理学院 [2]沈阳师范大学软件学院

出　　处：《管理学报》2017年第3期451-458,共8页Chinese Journal of Management

基　　金：国家自然科学基金资助项目(71572031)

摘　　要：考虑消费者的绿色偏好,针对由制造商和排他性零售商构成的两条竞争供应链,构建3种链-链竞争结构模型,确定各情形下的最优价格和绿色度决策,分析消费者绿色偏好和供应链竞争对供应链产品选择和收益造成的影响。研究发现:当供应链竞争不激烈时,两条供应链均生产绿色产品为唯一均衡结构;当竞争激烈时,两种产品并存才是最佳选择。消费者绿色偏好和供应链竞争程度的变化会影响供应链成员的产品选择及供应链成员收益。此外,通过计算实验验证了结论。Considering consumers＇ green preference, two competitive supply chains consisting of the manufacturers and exclusive retailers are established. Three kinds of chain-chain competition structure models are developed to obtain the optimal pricing and greening decision, and to explore the effects of consumers＇ green preference and supply chain competition on product selection and channel profit. The results show that if supply chain competition intensity is lower, selecting green products by the two chains is the unique equilibrium strategy, otherwise, the coexistence of two products is the best choice. Changes in consumer＇ green preference and the degree of competition can affect product selection policy and the income of the members of supply chains. Finally, the experimental results are verified by numerical experiments.

关 键 词：竞争供应链 绿色偏好 STACKELBERG博弈 产品选择 

分 类 号：C93[经济管理—管理学]