考虑公平关切和销售努力的绿色供应链决策  

Green Supply Chain Decision-making Considering Fairness Concern and Sales Efforts

作　　者：郑明贵[1] 曾健鹏 周佳文 ZHENG Minggui;ZENG Jianpeng;ZHOU Jiawen(School of Economics&Management,Jiangxi University of Science&Technology,Ganzhou 341000,China)

机构地区：[1]江西理工大学经济管理学院,江西赣州341000

出　　处：《物流技术》2024年第11期72-87,共16页Logistics Technology

基　　金：国家自然科学基金重点项目(71631006)。

摘　　要：基于单个生产绿色产品的制造商和单个进行销售努力的零售商组成的二级绿色供应链,考虑双方公平中性、零售商公平关切和制造商公平关切三种情形,构建相应的最优决策模型,探究公平关切行为和销售努力敏感系数对绿色供应链决策及利润的影响。研究表明:(1)销售努力敏感系数与绿色供应链的最优决策、成员利润正相关,但公平关切会削弱这种促进作用;(2)零售商公平关切会降低批发价格和零售价格;制造商公平关切会提高批发价格,但对零售价格的影响与产品绿色化效率有关;(3)零售商和制造商公平关切均会降低供应链成员的销售努力和绿色投入,且成员自身的公平关切对对方的抑制效果更显著;(4)零售商和制造商公平关切对供应链成员和系统利润是不利的,仅在产品绿色化效率较高时,零售商公平关切对自身利润有利;(5)高产品绿色化效率下的最优决策、零售商利润、制造商利润及供应链系统利润均高于低产品绿色化效率下的各项对应值。With the intensification of the public environmental awareness and pursuit for higher quality of life,the concept of green consumption has become more popular among the people.Nowadays,manufacturers and retailers in green supply chains not only seek maximum profits but also consider the fairness of profit distribution.When a retailer or manufacturer perceives a mismatch between its input and returns,it will be aggrieved,which may subsequently affect its decision-making and future role in the green supply chain.Therefore,exploring the optimal decision-making of the green supply chain given consideration to the sales efforts and fairness concern of the supply chain members holds significant theoretical and practical importance.A substantial amount of research work has been done on the decision-making and optimization of green supply chains,providing solid foundation for this paper.However,there are two areas that can be further explored:first,when fairness concern is introduced into green supply chain research,the impact of retailer sales efforts on the decision-making of the green supply chain is rarely considered;second,in studies that do consider sales efforts in the green supply chain,there is little attention given to the irrational behavior factors of the supply chain members.In such light,this paper explores a two-tier green supply chain composed of a manufacturer practicing green production and a retailer making sales efforts.Considering three scenarios namely both parties being fairness-neutral,only the retailer being fairness concerned,and only the manufacturer being fairness concerned,the paper employs a Stackelberg game model to analyze the optimal decision of the supply chain and investigate the effect of the fairness concern behavior and sales efforts sensitivity coefficient on the decision-making and profitability of the green supply chain.The research results indicate that the sales efforts sensitivity coefficient is positively correlated with the optimal decision making of the green supply chain an

关 键 词：绿色供应链 公平关切 销售努力 STACKELBERG博弈 

分 类 号：F274[经济管理—企业管理] X322[经济管理—国民经济]