基于制造商过度自信和零售商企业社会责任的退货策略研究  

Research on Green Supply Chain Based on Manufacturer's Overconfidence and Retailer's Corporate Social Responsibility

作　　者：林志炳 张俊超 LIN Zhi-bing;ZHANG Jun-chao(School of Economics&Management,Fuzhou University,Fuzhou 350116,China)

机构地区：[1]福州大学经济与管理学院,福建福州350116

出　　处：《中国管理科学》2023年第8期41-50,共10页Chinese Journal of Management Science

基　　金：国家社会科学基金资助项目(18BGL106);福建省社科基金资助重点项目(FJ2022A007);福建省自然科学基金资助项目(2023J01391)。

摘　　要：考虑制造商的过度自信行为和零售商的企业社会责任(CSR)对渠道成员退货策略的影响,本文构建了制造商主导的Stackelberg博弈模型。首先分析了零售商的全额退款退货策略,通过博弈论方法求出了分散决策模型和集中决策模型的均衡解,并验证了收益共享与成本分担组合契约的协调性。然后通过比较分析法和数值分析得出以下结论:(1)制造商的过度自信行为对于供应链的影响取决于过度自信对退货率影响系数的大小。当该系数较小时,这种非理性行为产生的影响是正向的;而当该系数较大时,这种行为对制造商效用具有负面影响。(2)零售商的CSR对供应链是有利的,并且能够缓解过度自信产生的负面影响。(3)相对于零售商的全额退款退货策略,零售商的部分退款退货策略虽然会损害消费者剩余,但对渠道成员有利。而制造商是否提供退货策略取决于产品残值的大小,当产品残值较高时,制造商的退货策略是最优的。Considering the influence of manufacturer's overconfidence behavior and retailer's corporate social responsibility(CSR)behavior on channel member's return strategy,a Stackelberg game model dominated by manufacturer is constructed.Firstly,the retailer's full refund return policy is analyzed,and the equilibrium solu⁃tion under decentralized decision and centralized decision is obtained by game theory,and the coordination of revenue sharing and cost sharing combination contract is verified.Then the model is extended to analyze the retailer's partial refund return policy and the manufacturer's return policy.Finally through comparative analysis and numerical analysis,the following conclusions are drawn:(1)the effect of overconfidence on supply chain depends on the coefficient of overconfidence on return rate.When the coefficient is small,the impact of this irrational behavior is positive,but when the coefficient is large,this behavior has a negative impact on the manufacturer's utility.(2)The retailer’s CSR is beneficial to the supply chain,and can alleviate the negative impact of overconfidence.(3)Compared with the retailer's full refund return policy,the retailer's partial refund return policy will damage consumer surplus,but it is beneficial to channel members.Whether the manufacturer provides a return policy depends on the size of the product residual value,when the product residual value is high,the manufacturer's return policy is optimal.

关 键 词：过度自信 企业社会责任 消费者剩余 退货策略 

分 类 号：F274[经济管理—企业管理]