绿色营销资金受限的供应链融资策略  

Supply chain financing strategy with limited green marketing funds

作　　者：苏宁宁 何新华[1] 胡文发[2] SU Ningning;HE Xinhua;HU Wenfa(School of Economics Management,Shanghai Maritime University,Shanghai 201306,China;School of Economics Management,Tongji University,Shanghai 200092,China)

机构地区：[1]上海海事大学经济管理学院,上海201306 [2]同济大学经济与管理学院,上海200092

出　　处：《山东大学学报（理学版）》2024年第11期126-138,共13页Journal of Shandong University(Natural Science)

基　　金：上海软科学重点项目(24692116400)。

摘　　要：构建零售商绿色营销资金约束的决策模型,对比分析银行融贷(bank credit financing,BCF)和供应链融资(trade credit financing,TCF)2种方案,分别做出传统渠道和双渠道绿色供应链的最优决策,最后通过数值模拟验证结论的有效性。结果表明:(1)传统渠道中,零售商偏爱TCF,随着绿色营销因子增大,供应链整体利润增加。(2)双渠道中,绿色营销因子较低时,零售商融资方式的选择取决于利率水平,随着绿色营销因子和渠道偏好系数的增加,采取TCF更优。(3)综合不同渠道下成员最优决策:双渠道下的成员收益及产品绿色度均优于传统渠道,制造商可主动降低利率促成零售商融资,以增加其订购积极性,从而提升经济效益。A decision model of retailer green marketing capital constraints was constructed,two schemes of bank credit financing(BCF)and trade credit financing(TCF)were compared and analyzed to make the optimal decisions of the green supply chain under the traditional channel and the dual channel respectively.Finally,the validity of the conclusion was verified by numerical simulation.The results show that:(1)In the traditional channel,retailers prefer TCF,and as the green marketing factor increases,the overall profit of the supply chain rises.(2)In the dual channel,when the green marketing factor was low,the retailer's financing choice depends on the interest rate level,but the supply chain as a whole prefers BCF;as the green marketing factor and channel preference factor increase,and it is easier to achieve a win-win situation by adopting TCF.(3)Combining the optimal decisions of members under different channel structures:members'revenue and product greenness levels are better under the dual-channel structure than in the traditional channel structure,and manufacturers can take the initiative to lower interest rates to facilitate retailers̓financing,to increase retailers'incentive to order and thus improve economic efficiency.

关 键 词：绿色供应链 绿色营销因子 银行借贷 贸易信贷 渠道偏好 

分 类 号：F830[经济管理—金融学] F274