考虑资金约束和零售商公平关切的绿色营销决策研究  

Research on Green Marketing Decision-making Considering Capital Constraints and Retailer’s Fairness Concern

作　　者：林志炳 徐浩楠 LIN Zhibing;XU Haonan(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：《运筹与管理》2024年第9期63-70,共8页Operations Research and Management Science

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

摘　　要：本文构建了考虑零售商公平关切和资金约束的供应链绿色营销模型,研究零售商公平关切对渠道成员最优决策的影响。研究结果表明:(1)当制造商提供信用支付时,零售商公平关切程度增强会降低绿色营销水平和制造商利润,零售商利润变化则与零售价格对需求的影响程度有关。(2)当零售商公平关切程度较弱时,制造商提供信用支付能够提高零售商绿色营销水平,且对自身利润有利。(3)无论零售商是否受资金约束,合理的绿色营销固定成本能够实现渠道成员的帕累托改进,但相较于无资金约束情形,资金约束时零售商进行绿色营销所能负担的固定成本更低;渠道成员的策略选择取决于零售商公平关切程度和绿色营销固定成本;在绿色营销固定成本相对较高时,只有信用支付策略才能激励零售商进行绿色营销。With the rapid development of the economy,environmental pollution has increasingly become a critical issue,prompting the business community to recognize the importance of environmental protection.In response,many enterprises have adopted green marketing strategies to support sustainable development and enhance their public image.For instance,Yili has launched marketing initiatives such as“Discovering the Green of Expo”to highlight its commitment to environmental stewardship.However,green marketing often involves substantial costs and limited scale effects,which can impose considerable financial pressure on small and medium-sized enterprises(SME),frequently resulting in funding shortages.To address these financial challenges,trade credit strategy presents a new financing model for these enterprises.Additionally,the substantial investments and low returns associated with green marketing,combined with the potential for manufacturers to free-ride,make retailers concerned about profit distribution fairness,so as to influence their decision-making.In view of this,this paper integrates fairness concern into the green supply chain system,considering scenarios where the retailer faces financial constraints.Using Stackelberg game theory,we develop a green marketing model that accounts for the retailer’s fairness concern,examining optimal decisions for channel members.We explore the conditions under which the retailer implements green marketing,and the impact of his fairness concern on decisions.Furthermore,we analyze the manufacturer’s strategy of not offering trade credit(bank financing),comparing it with the trade credit strategy,and investigate the interaction between the retailer’s green marketing strategy and the manufacturer’s trade credit strategy.The research is organized as follows:First,we construct four models based on whether the retailer has capital constraints and whether green marketing is implemented.Second,we extend the research to scenarios where the manufacturer does not provide trade credit,

关 键 词：资金约束 公平关切 信用支付 绿色供应链 策略选择 

分 类 号：F272.3[经济管理—企业管理]