互补产品供应链的绿色创新与定价决策研究  

Research on Green Innovation and Pricing Decision of Complementary Products Supply Chain

作　　者：邵灵芝 SHAO Lingzhi(School of Management Science and Engineering,Anhui University of Technology,Ma’anshan Anhui 243002,China)

机构地区：[1]安徽工业大学管理科学与工程学院,安徽马鞍山243002

出　　处：《生态经济》2021年第10期60-68,92,共10页Ecological Economy

基　　金：国家自然科学基金青年项目“考虑产品绿色创新的互补产品供应链决策与优化研究”(71801004)。

摘　　要：考虑由一个双渠道绿色创新供应商、一个互补品供应商和一个零售商组成的互补产品供应链,构建了三种销售渠道模式下的绿色创新与定价决策模型,通过求解得到供应链成员关于产品绿色度、价格和绿色营销努力程度的最优决策,并进行了算例分析。研究发现:在一定条件下双渠道供应商在线下销售绿色产品模式下将会提高产品绿色度,并获得更高的利润;互补产品的交叉价格弹性会对供应商绿色创新决策产生影响,当不考虑绿色营销时,产品互补程度越高,供应商提供的产品绿色度越高;而当销售商进行绿色营销时,互补程度越高,产品的绿色度却越低。Considering the complementary products supply chain composed of a dual-channel green innovation supplier,a complementary product supplier and a retailer,this paper constructs three modes of green innovation and pricing decisionmaking,and obtains the optimal products green degree,products prices and green marketing degree.Then the paper makes several example analyses to get some management points.It is found that:under the mode of offline sales of green products,the green innovation supplier will improve the green degree of products and obtain higher profits;the cross-price elasticity of complementary products will have an impact on the green innovation decision-making of supplier.When the green marketing is not considered,the higher the degree of product complementarity is,the higher green products will be provided by the supplier.When the seller makes green marketing,it is the opposite.

关 键 词：互补产品供应链 绿色创新 绿色营销 定价决策 

分 类 号：F062.2[经济管理—政治经济学] F272.3