双渠道供应链低碳减排与宣传微分对策  

Strategy on low carbon emission reduction of dual channel supply chain and promotion differentiation strategy

作　　者：周熙登[1] 卢成林 ZHOU Xideng;LU Chenglin(School of Business Administration;Office of Teaching Affairs, Nanchang Institute of Technology,Nanchang 330099, China)

机构地区：[1]南昌工程学院工商管理学院,江西南昌330099 [2]南昌工程学院教务处,江西南昌330099

出　　处：《南昌工程学院学报》2017年第6期7-12,18,共7页Journal of Nanchang Institute of Technology

基　　金：江西省高校人文社会科学研究项目(GL1594;GL1589);江西省教育厅科学技术研究项目(JJ151107);江西省水安全与可持续发展软科学研究基地项目(17JDYB04);江西省社会科学规划项目(15GL17;16BJ36)

摘　　要：针对双渠道供应链低碳减排和宣传问题,运用汉密尔顿—雅可比—贝尔曼方程分别求得集中决策和斯塔克博弈下的低碳减排投入、低碳宣传投入和低碳宣传成本分担率。研究发现,集中式决策可促使供应链实现经济绩效和环境绩效双赢,即集中决策情形下产品的减排量、商誉以及供应链系统利润均高于斯塔克博弈情形下的对应值;同时集中决策情形下最优减排努力程度,最优低碳宣传努力程度也均高于斯塔克博弈情形下的相应值;存在一个低碳宣传费用分担率能够实现制造商和零售商协调。并用数值算例验证了相关结论,以及对相关参数进行了灵敏度分析,为双渠道供应链减排和宣传提供理论依据。This paper studies the issue of low carbon emission reduction and promotion in dual channel supply chain. A sto-chastic differential game model is built. Low carbon emission reduction, promotional effort level and cost-sharing rate of pro-motion are solved by using Hamilton - Jacobi - bellman equation under centralized and decentralized decision settings re- spectively. The results show that the low carbon emission reduction of the product in centralized decision settings is always higher than that in decentralized decision settings; that the degree of product differentiation is positively correlated with the proportion of the retailer＊ s advertisement in the traditional channels;that the optimal low carbon promotion strategy for the members of the supply chain is related to the difference of the brand, but it also depends on the relative size of the marginal profits of the supply chain members in different channels; and that there exists a low carbon propaganda cost sharing ratio to achieve the coordination of manufacturers and retailers. Many examples are used to verify the relevant conclusions of this pa-per.

关 键 词：低碳减排 宣传 商誉 双渠道供应链 微分博弈 

分 类 号：F272[经济管理—企业管理]