基于品牌商誉的绿色供应链经营模式选择与营销策略  

Business model selection and marketing strategy of green supply chain based on brand goodwill

作　　者：刘丽 韩同银[1] 金浩[1] LIU Li;HAN Tong-yin;JIN Hao(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China)

机构地区：[1]河北工业大学经济管理学院,天津300401

出　　处：《控制与决策》2022年第5期1338-1346,共9页Control and Decision

基　　金：国家自然科学基金项目(71573142);天津市社会科学规划项目(TJYY17-028)。

摘　　要：考虑时间因素对产品绿色度和品牌商誉的影响,引入微分博弈方法在动态框架下研究绿色供应链上下游企业的经营模式选择与营销策略问题.分别建立转售模式和平台模式下企业采取独立营销和联合营销两种营销策略的微分博弈模型,求解并分析相应的均衡结果.研究表明:不管采用转售模式还是平台模式,联合营销均是制造商和零售商的最优营销策略;当制造商和零售商对联合营销达成一致时,平台模式是零售商的最优策略,而对制造商而言,经营模式的选择与平台模式的佣金比例有关.具体而言,当佣金比例较低时,制造商倾向于选择平台模式,当佣金比例较高时,制造商倾向于选择转售模式.综合来看,制造商和零售商的博弈结果为低佣金比例的平台模式且联合营销.Considering the influence of the time factor on product greenness and brand goodwill,the differential game method is introduced to study the business model selection and marketing strategy of upstream and downstream enterprises in a green supply chain under the dynamic framework.The differential game models of independent marketing and joint marketing under the resale model and the platform model are established respectively,and the corresponding equilibrium results are solved and analyzed.The results show that regardless of whether the resale model or the platform model is adopted,the joint marketing is the optimal marketing strategy for the manufacturer and the retailer.When the manufacturer and the retailer reach an agreement on joint marketing,the platform model is the optimal strategy for the retailer,while for the manufacturer,the choice of the business model is related to the commission ratio of the platform model.Specifically,when the commission ratio is low,the manufacturer tends to choose the platform model,and when the commission ratio is high,the manufacturer tends to choose the resale model.In general,the result of the game between the manufacturer and the retailer is the platform model with low commission ratio and joint marketing.

关 键 词：绿色供应链 转售模式 平台模式 品牌商誉 营销策略 微分博弈 

分 类 号：F272[经济管理—企业管理]