考虑消费者环保意识的供应链决策与协调  

Decision-making and coordination of supply chain considering consumer's environmental awareness

作　　者：石伟[1] 张雪梅[1] SHI Wei;ZHANG Xue-mei(School of Business, Anhui Provincial Key Laboratory of Regional Logistics Planning and Modern Logistics Engineering,Fuyang Normal University, Fuyang Anhui 236037, China)

机构地区：[1]阜阳师范学院商学院区域物流规划与现代物流工程安徽省重点实验室,安徽阜阳236037

出　　处：《阜阳师范学院学报（自然科学版）》2017年第1期85-90,共6页Journal of Fuyang Normal University(Natural Science)

基　　金：国家自然科学基金项目(71201034);安徽省高校人文社会科学研究重大项目(SK2016SD46)资助

摘　　要：由单一制造商与单一零售商构成的二级供应链,考虑消费者对环保产品与普通产品的偏好不同,建立供应链差别定价模型,研究制造商自身利益最大化的生产决策过程。制造商有三种生产方式,通过比较三种生产方式下的最优值发现,选择既生产环保产品又生产普通产品能使制造商和零售商获得更大的利润,所以制造商会选择两种产品都生产。在此生产方式下,分散式决策与集中式决策相比,产品零售价格升高,企业利润降低,通过设计收益共享契约可以使供应链达到协调。Based on two echelon supply chains composed of a single manufacturer and a single retailer which considers the consumer preferences for environment-friendly products and ordinary products,supply chain pricing model is established,and the decision-making process to maximize their own interests of manufacturers is investigated.The manufacturer has three production modes.By comparing the three optimal values under the three kinds of modes,it is found that choosing the production of environment-friendly products and ordinary products enable manufacturers and retailers to gain more profit,so manufacturers choose two kinds of products.Under this production mode,compared the centralized and decentralized decision making,product price increases while the profit of the enterprise decreases.And then supply chain can be coordinated by designing revenue sharing contract.

关 键 词：市场细分 消费者偏好 STACKELBERG博弈 收益共享契约 

分 类 号：F276[经济管理—企业管理]