考虑零售商CSR的绿色产品分批发售策略  

Green product batch selling strategy with consideration of retailer’s corporate social responsibility

作　　者：陈莫凡 林志炳 Chen Mofan;Lin Zhibing(School of Economic and 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：《系统工程学报》2025年第1期131-146,共16页Journal of Systems Engineering

基　　金：国家社会科学基金资助项目(23BGL005).

摘　　要：为了探讨零售商履行企业社会责任(CSR)情形下制造商分批发售策略对绿色供应链运营决策的影响,将绿色产品在首发市场中的零售价格作为非首发市场中消费者的参照价格,构建制造商主导的Stackelberg博弈模型,并给出了制造商采取不同发售策略的边界条件.在此基础上,将模型拓展到考虑制造商边际成本、区域市场潜在需求不对称和响应性决策的情形.结果表明,当制造商具备事前决策能力时,分批发售策略能够提高产品需求总量、产品绿色度和渠道成员利润;但是,当制造商只能进行响应性决策时,分批发售策略不一定是有利的.制造商在不同区域市场中的边际成本差异、区域市场潜在需求差异、消费者参照价格效用系数和零售商CSR水平的变化都会影响分批发售策略的实施效果,甚至改变制造商对不同分批发售次序的偏好.所得结论可以为制造商制定最优发售策略提供决策参考.This paper posits the initial market retail price of green products as a reference for consumers in subsequent markets and examines the influence of the manufacturer’s batch selling strategies on green supply chain decisions within the context of the retailer’s corporate social responsibility(CSR)engagement.The study constructs a manufacturer-driven Stackelberg model to determine the boundary conditions for various batch selling strategies that the manufacturer may implement,while also expanding the model to include considerations of the manufacturer’s asymmetrical marginal cost,the asymmetry of potential demand in different regional markets,and responsiveness in decision-making processes.The results show that the manufacturer with proactive decision-making capabilities can leverage batch selling strategies to boost overall product demand,enhance the product’s environmental attributes,and increase channel member profits.In contrast,for the manufacturer restricted to reactive decisions,batch selling strategies do not guarantee advantages.The disparity in the manufacturer’s marginal costs among regional markets,the variance in potential demand,the efficacy of consumer reference prices,and changes in the retailer’s CSR levels all affect the performance of batch selling strategies and may potentially shift the manufacturer’s preferences regarding the sequence of product releases.The derived conclusions offer strategic insights for manufacturers to develop optimal batch selling strategies.

关 键 词：分批发售策略 企业社会责任 绿色供应链 参照价格效用 

分 类 号：F224[经济管理—国民经济]