考虑产品绿色度的制造商销售模式选择研究  

Research on Selection of Manufacturer’s Sales Mode Considering Product Greenness

作　　者：栾新凤[1,2] 康凯 尹洁璇[1,2] LUAN Xinfeng;KANG Kai;YIN Jiexuan(School of Economics and Management,Hebei University of Technology,Tianjin 300401,China;The Center for Enterprise Information and Management Innovation,Tianjin Humanities and Social Science Key Research Base,Tianjin 300401,China)

机构地区：[1]河北工业大学经济管理学院,天津300401 [2]天津市人文社科重点研究基地,企业信息化与管理创新研究中心,天津300401

出　　处：《计算机工程与应用》2023年第2期280-288,共9页Computer Engineering and Applications

基　　金：河北省自然科学基金青年科学基金(G2020202008)。

摘　　要：针对电商平台销售渠道背景下制造商的销售模式选择问题,在一个绿色产品制造商和一个平台商组成的供应链中,考虑产品绿色度,运用Stackelberg博弈理论建立不同决策模型,研究制造商引入电商平台渠道的条件、最优销售模式和产品绿色度。研究发现:制造商不引入电商平台渠道,只通过自建网络直销渠道销售绿色产品时,产品绿色度最低;引入电商平台渠道可以激励制造商提升产品绿色度。代销模式下,产品绿色度最高,制造商的利润也最多;消费者对产品绿色度敏感程度的增强会促使制造商提升产品绿色度,但绿色投资成本的增加会降低制造商生产绿色产品的积极性。To solve the problem of the selection of manufacturer’s sales mode when there is an e-platform sales channel,the supply chain is composed of a manufacturer who produces green products and an e-platform.Decision-making models are developed under different sales modes by considering the product greenness and using Stackelberg game theory.The conditions for the manufacturer to introduce the e-platform sales channel,the manufacturer’s optimal sales mode and the product greenness are discussed.The results show that the product greenness is the lowest when the manufacturer has no e-platform channels and only sells green products through self-established online channel.The participation of the e-platform channel can encourage the manufacturer to improve the product greenness.When the manufacturer chooses the agency selling format,the product greenness is the highest and the manufacturer obtains the most profit.The enhancement of consumers’sensitivity to the product greenness will encourage the manufacturer to improve the product greenness.However,the increase of green investment cost will reduce the manufacturer’s enthusiasm to produce green products.

关 键 词：电商平台 绿色度 转销模式 代销模式 

分 类 号：F274[经济管理—企业管理]