基于消费者绿色偏好的供应链合作策略研究  

Research of Supply Chain Cooperation Strategy Based on Consumer Green Preference

作　　者：李丽君[1] 汪星星 Li Lijun;Wang Xingxing(School of Business Administration, Northeastern University, Shenyang 110167, China)

机构地区：[1]东北大学工商管理学院

出　　处：《工业技术经济》2019年第11期13-22,共10页Journal of Industrial Technological Economics

基　　金：国家自然科学基金项目“员工持股计划对企业创新的影响:机理、路径与价值效应”(项目编号:71802044);辽宁省经济社会发展研究课题“辽宁财税、金融领域供给侧结构性改革研究”(项目编号:2018lslktyb-046)

摘　　要：本文构建由1个普通制造商、1个绿色制造商和1个零售商组成的供应链系统,运用博弈论方法,考虑供应链成员之间零合作、横向合作、纵向合作、全合作等不同合作模式,研究消费者绿色偏好、产品替代率对不同合作模式下产品价格、产品绿色度、供应链总利润的影响。研究表明:消费者绿色偏好度对绿色产品的绿色度和价格有正向影响;产品替代率对普通产品价格有正向影响;横向合作提高了两产品的价格,损害了消费者福利和供应链利润;任何一方的纵向合作都优于分散情况,且绿色制造商纵向合作的供应链总利润大于普通制造商纵向合作的供应链总利润。This paper aims to construct a supply chain system that consists of a common manufacturer, a green manufacturer and a retailer. The research focuses on the influence of the customers preference of the green products, product substitution rate on the product price, product greenness and total supply chain revenue under the consideration of different cooperation modes. Based on the game theory, zero cooperation, horizontal cooperation, vertical cooperation and full cooperation among the characters in the supply chain are included in the paper in term of cooperation modes. Literature research indicates that the consumer green prefe rence has a positive relationship with the greenness and the price of green products. The product replacement rate also has a promi sing impact on the price of normal product. Horizontal cooperation mode increases the price of both products, however, damages the benefits from customers and supply chain. Concerning the vertical cooperation mode, which is superior to the dispersion, the total profit of supply chain of the green manufacturers is greater than the ordinary manufacturers.

关 键 词：消费者绿色偏好 产品替代率 横向合作策略 纵向合作策略 供应链总利润 绿色技术 

分 类 号：F270[经济管理—企业管理] F224.32[经济管理—国民经济]