基于消费者绿色偏好的供应链纵向合作演化博弈  

Analysis on Evolutionary Game of Vertical Cooperation in Supply Chain Considering Consumer’s Green Preference

作　　者：何彬斌[1] 刘芹[2] He Binbin;LiuQin(Yancheng Municipal Committee Party School of the CCP, Yancheng Jiangsu 224002, China;School of Management, University of Shanghai for Science and Technology, Shanghai 200093, China)

机构地区：[1]中共盐城市委党校,江苏盐城224002 [2]上海理工大学管理学院,上海200093

出　　处：《统计与决策》2018年第13期39-43,共5页Statistics & Decision

基　　金：国家自然科学基金资助项目(71003070);教育部人文社会科学基金资助项目(15YJC790060);江苏省哲学社会科学基金资助项目(15XZB019)

摘　　要：文章基于演化博弈理论和Stackelberg模型,从分散决策和纵向合作两个视角研究了供应链绿色营销的策略选择,结果显示消费者的绿色偏好对供应链的营销模式有重要的影响。结果表明：公众日益提高的绿色环保意识可以促进供应链采取绿色营销模式,供应链上下游的纵向合作可以进一步改进企业的绿色营销倾向并提升整个供应链的绩效水平,为探索供应链开展绿色营销合作的理论研究和实际应用提供了支持性的论据。Based on evolutionary game theory and Stackelberg model, this paper studies the green marketing strategy from the perspective of decentralized decision making and vertical cooperation, and finds that the consumer＇s preference for the green utility significantly affects the marketing mode of supply chain. The analysis result shows that the increasing environmental consciousness of the public can promote the supply chain to adopt green marketing mode; the vertical coordination between upstream and downstream of the supply chain can further improve the green marketing tendency of enterprises and increase the performance level of the whole supply chain, which provides supporting evidence for exploring the theoretical research and practical application of green marketing cooperation in supply chain.

关 键 词：供应链 绿色营销 纵向合作 演化博弈 

分 类 号：F274[经济管理—企业管理]