碳交易政策下绿色平台供应链系统优化策略研究  

Research on Optimization Strategy of Green Platform Supply Chain System Under Carbon Trading Policy

作　　者：韩小雅 杨鑫源 张会臣 HAN Xiaoya;YANG Xinyuan;ZHANG Huichen(Business School,University of Shanghai for Science&Technology,Shanghai 200093)

机构地区：[1]上海理工大学管理学院,上海200093

出　　处：《系统科学与数学》2025年第2期398-412,共15页Journal of Systems Science and Mathematical Sciences

基　　金：国家自然科学基金资助项目(71901143);教育部人文社会科学研究项目(24YJCZH083)资助课题。

摘　　要：在碳限额与交易政策下,文章考虑消费者环保意识的影响,构建企业和电商平台之间的Stackelberg博弈模型.企业选择转销或代销模式进入平台,电商平台通过制定绿色营销努力带动绿色消费,绿色市场促进企业减排.文章研究企业在转销、代销下的动态定价和绿色水平决策,并分析不同销售模式下供应链的经济和环境效益.结果表明:在一定条件下,消费者环保意识和社交效应对企业效益发挥积极作用;碳交易价格过高反而会抑制供应链的减碳率和环境效益;佣金率的水平影响企业营销模式选择,佣金率较低时代销模式最优,佣金率较高时成本分担合同可以实现企业在经济和环境上的双赢局面.Considering the influence of consumer environmental awareness,the Stac-kelberg game model between enterprises and e-commerce platforms is constructed under the government's carbon cap-and-trade policy.Enterprises choose resale or agency sale to enter the platform.E-commerce platforms make efforts to promote green consumption by developing green marketing,and the green market promotes enterprises to reduce emissions.This paper studies dynamic pricing and green level decision-making of enterprises under resale and agent sale,and analyzes the economic and environmental benefits of supply chain under different sales models.The analysis results show that under certain conditions,social influence and consumers'environmental awareness play a positive role in the benefits of corporate;However,excessive carbon trading prices will inhibit the carbon reduction rate and environmental benefits of the supply chain;The level of commission rate affects the choice of marketing mode of enterprises.When the commission rate is low,the agent sales mode is the best.When the commission rate is high,the cost sharing contract can realize the win-win situation of enterprises in economy and environment.

关 键 词：减碳 绿色产品 电商平台 营销决策 可持续运作管理 

分 类 号：F27[经济管理—企业管理]