制造商数字化转型视角下的双渠道绿色供应链决策研究  

Research on Dual-Channel Green Supply Chain Decision-Making from the Perspective of Manufacturers'Digital Transformation

作　　者：俞园园 吴南倩 文学舟 Yu Yuanyuan;Wu Nanqian;Wen Xuezhou(School of Business,Jiangnan University,Wuxi 214122,China)

机构地区：[1]江南大学商学院,江苏无锡214122

出　　处：《科技管理研究》2024年第11期192-199,共8页Science and Technology Management Research

基　　金：教育部人文社会科学研究规划基金项目“制造企业数字化转型对绿色创新的驱动机制和实现路径研究”(23YJA630127);江苏高校哲学社会科学研究重大项目“江苏制造企业数字化转型的价值驱动机制、差异化路径和效应研究”(2023SJZD013)。

摘　　要：构建由单一制造商和单一零售商组成的线上线下双渠道绿色供应链,其中制造商占据主导地位生产绿色产品,研究双渠道绿色供应链决策。进一步地,对比分析双渠道绿色供应链在制造商进行和未进行数字化转型两种情形下的决策差异。研究发现,考虑环境价值目标和经济价值目标下,当数字化转型所产生的价值增益处于一定区间内,绿色产品制造商才有足够的动力实施数字化转型。通过算例分析发现,在一定区间内,制造商利润和零售商利润随着数字化转型所带来的单位价值增益的增大而增大,随着数字化转型创新水平的增大而增大;制造商利润随着线下销售渠道市场份额占比的增大呈现先减后增的趋势,零售商利润呈现不断增大的趋势,并且两者利润均随渠道间交叉价格敏感系数的增大而增大。根据分析的结果提出制造商数字化转型视角下的双渠道绿色供应链管理启示。This research constructs an online and offline dual-channel green supply chain composed of a single manufacturer and a single retailer,in which the manufacturer occupies a dominant position in producing green products;and studies the dual-channel green supply chain decision-making.Further comparative analysis is conducted on the decision-making differences of the dual-channel green supply chain when the manufacturer carries out digital transformation and when it does not carry out digital transformation.The study found that:taking into account environmental value goals and economic value goals,when the value gain generated by digital transformation is within a certain range,green product manufacturers will have enough motivation to implement digital transformation.Through calculation example analysis,it is found that within a certain range,manufacturer profits and retailer profits increase with the increase in unit value gain brought about by digital transformation,and with the increase in the innovation level of digital transformation.As the market share of offline sales channels increases,manufacturers'profits first decrease and then increase,while retailers'profits continue to increase;and the profits of both increase with the increase of the cross-price sensitivity coefficient between channels.Based on the analysis results,the enlightenment of dual-channel green supply chain management from the perspective of manufacturers'digital transformation is proposed.

关 键 词：数字化转型 双渠道 绿色供应链 

分 类 号：X196[环境科学与工程—环境科学] F270.7[经济管理—企业管理] F274[经济管理—国民经济]