绿色产品开发投资与供应商渠道侵入策略研究  

Green Product Development Investment with Supplier Encroachment

作　　者：董慈蔚 刘卿瑜 沈滨[2] DONG Ci-wei;LIU Qing-yu;SHEN Bin(School of Business Administration,Zhongnan University of Economics and Law,Wuhan 430073,China;Glorious Sun School of Business and Management,Donghua University,Shanghai 200051,China)

机构地区：[1]中南财经政法大学工商管理学院,湖北武汉430073 [2]东华大学旭日工商管理学院,上海200051

出　　处：《中国管理科学》2023年第11期258-267,共10页Chinese Journal of Management Science

基　　金：国家自然科学基金资助面上项目(71971215,72271050);国家社会科学基金资助重点项目(23AZD030);国家自然科学基金资助重点项目(71832001)。

摘　　要：本文考虑单个供应商和单个零售商组成的供应链,研究了供应商的渠道侵入策略和供应链成员的绿色产品开发(GPD)投资策略。本文首先研究了给定供应商的渠道侵入策略下,供应链成员的GPD最优内生投资决策。然后通过比较不投资策略、零售商投资策略和供应商投资策略下供应链成员的最优利润,得出供应商的最优渠道侵入决策。最后,通过数值实验分析了在不同的策略组合下,消费者绿色敏感度和渠道替代率的变化对零售商和供应商利润的影响。研究发现:1)无论供应商渠道侵入与否,供应商投资GPD可使零售商和供应商的利润达到最高。2)当不投资GPD或零售商投资时,供应商不应该进行渠道侵入;当供应商投资GPD时,如果投资成本较小,或者消费者绿色敏感度较大,那么供应商应该进行渠道侵入。3)基于供应商渠道侵入策略,供应商的绿色投资水平高于零售商的绿色投资水平;基于GPD投资策略,供应商进行渠道侵入后,会提高其绿色投资水平,而零售商则会降低其绿色投资水平。In this paper,the supplier encroachment strategy and the green product development(GPD)invest⁃ment strategy are studied in a supply chain,which consists of one supplier and one retailer.With the supplier’s encroachment strategy,the GPD’s optimal endogenous investment decision is solved.After that,the supplier’s optimal endogenous encroachment decision is derived,by comparing the expected profits of the supply chain members under none investment strategy,retailer investment strategy and supplier investment strategy.Finally,numerical studies are conducted to examine the impact of the consumer green sensitivity and channel substitution rates on the retailer and the supplier profits under different strategies.The main findings of the study are:(i)Both the retailer’s and supplier’s profits are the highest when the supplier invests in GPD,regardless of the supplier’s encroachment strategy.(ii)When no one invests in GPD or when the retailer invests in GPD,the supplier should not encroach into the retailer’s market;when the supplier invests in GPD,if the cost of investment is small or if consumers are more green-sensitive,then the supplier should choose the encroachment.(iii)The supplier’s green investment level is higher than the retailer’s green investment level.Given a GPD investment strategy,compared to no-encroachment strategy,supplier’s encroachment increases the level of green investment when the supplier invests in GPD and decreases the level of green investment when the retailer invests in GPD.

关 键 词：绿色产品开发 供应商渠道侵入 供应链管理 绿色投资 

分 类 号：F274[经济管理—企业管理] C934[经济管理—国民经济]