考虑低碳参考效应的供应链产品双渠道宣传决策与协调  

Decision making and coordination of supply chain product dual channelpublicity considering low-carbon reference effect

作　　者：孙立成[1] 郭晓亮 SUN Li-cheng;GUO Xiao-liang(School of Management,Jiangsu University,Zhenjiang 212013,China)

机构地区：[1]江苏大学管理学院,江苏镇江212013

出　　处：《控制与决策》2024年第9期3160-3168,共9页Control and Decision

基　　金：国家社会科学基金重点项目(23AGL032)。

摘　　要：随着供应链间渠道竞争的日益激烈,了解并分析消费者低碳参考效应对供应链低碳宣传水平的影响机理,将对供应链决策与协调产生重要影响.首先,通过构建制造商主导的双渠道微分博弈模型,并将消费者低碳参考效应纳入模型中,分别在分散和集中情景下分析消费者低碳参考效应对双渠道宣传水平的影响;然后,针对分散情景下供应链整体利润损失,采用成本分摊契约协调供应链.研究表明:消费者低碳参考效应对双渠道宣传努力水平均存在抑制作用,且低碳参考效应对于线上渠道宣传水平的抑制作用更为明显;消费者低碳参考效应会导致制造商更愿意在线下渠道进行低碳宣传并销售产品;成本分摊契约能够在不影响制造商决策的情况下,有效促进线下宣传水平,并实现供应链成员利润的帕累托改进.With the increasingly fierce channel competition between supply chains,understanding and analyzing the impact mechanism of consumers’low-carbon reference effect on the low-carbon publicity level of the supply chain will have an important impact on supply chain decision-making and coordination.In this paper,the manufacturer led dual channel differential game model is constructed,and the low-carbon reference effect of consumers is included in the model.The impact of the low-carbon reference effect of consumers on the dual channel publicity level is analyzed under decentralized and centralized scenarios,respectively.For the overall profit loss of the supply chain under the decentralized scenario,the cost sharing contract is used to coordinate the supply chain.The research shows that the low-carbon reference effect of consumers has an inhibitory effect on the level of dual channel publicity efforts,and the low-carbon reference effect has a more obvious inhibitory effect on the level of online channel publicity;influenced by the low-carbon reference effect of consumers,manufacturers are more willing to sell products offline;the cost sharing contract can effectively promote the offline publicity level without affecting the manufacturer’s decision,and achieve Pareto improvement of supply chain members’profits.

关 键 词：双渠道供应链 低碳参考效应 宣传竞争 微分博弈 协调契约 

分 类 号：F272[经济管理—企业管理]