企业社会责任下绿色双渠道供应链的运营效益研究  

Operation Efficiency for Green Dual-channel Supply Chain Considering Social Responsibility

作　　者：张浚哲 牟宗玉 郑元刚 ZHANG Jun-zhe;MU Zong-yu;ZHENG Yuan-gang(School of Business,Qingdao University, Qingdao 266061, China)

机构地区：[1]青岛大学商学院,青岛266061

出　　处：《青岛大学学报（自然科学版）》2022年第2期108-116,124,共10页Journal of Qingdao University(Natural Science Edition)

基　　金：山东省自然科学基金(批准号:ZR2017BG002)资助。

摘　　要：企业承担社会责任时,绿色双渠道供应链存在运营效益问题,为此构建了一个研发绿色产品的制造商和一个提供绿色促销服务的零售商组成的二级供应链。采用消费者效用理论构建需求函数,对分散式和集中式决策模型进行比较分析与协调研究。研究结果表明,搭便车程度较高时,无论价格是否受到影响,线上渠道的市场需求量均会随绿色促销服务水平的升高而增加;在分散式和集中式决策模型下,均不会运营纯线上渠道;同时,集中式决策模型会较早地开通线上渠道、较晚地舍弃线下渠道;相比分散式决策模型,集中式决策模型能够实现更高的供应链利润、环境提升、总消费者剩余、社会福利。通过收益—成本共担契约模型对分散式决策模型进行契约协调,以达到集中式决策水平。When enterprises assumed social responsibility,the green dual-channel supply chain had operational efficiency problems.A two-stage supply chain composed of a manufacturer developing green products and a retailer providing green promotion services is constructed.Consumer utility theory is used to construct demand functions.Decentralized and centralized decision-making models are comparatively analyzed and coordinated.The research results show that when the degree of free-riding is high,regardless of whether the price is affected,the market demand of online channels will increase with the increase of the level of green promotion services.The market demand won't increase under the decentralized and centralized decision-making models.The centralized decision-making model will open online channels earlier and discard offline channels later.The centralized decision-making model can achieve higher supply chain profits,environmental improvement,total consumer surplus,and social welfare than the decentralized decision-making model.The decentralized decision-making model is contractually coordinated through the benefit-cost sharing contract model to achieve the level of centralized decision-making.

关 键 词：消费者效应 促销服务搭便车 绿色产品 双渠道供应链 契约设计 

分 类 号：F272[经济管理—企业管理]