摘要
随着消费者绿色消费意识和行为显著增加,消费者绿色偏好下供应链决策问题越来越受到关注。基于消费者支付意愿视角,本文将消费者绿色偏好反应到产品估价中,假设消费者的产品估价服从均匀分布,构造一个新的消费者需求函数分别讨论单寡头和双寡头竞争农产品市场条件下绿色供应链中生产企业的产品价格最优决策问题,并从理论及仿真两个角度探讨绿色偏好支付系数、绿色度、绿色产品的单位成本等参数对农产品生产企业最优决策的影响。研究表明,当消费者的绿色偏好支付系数大于单位产品的绿色成本的两倍时,在所讨论的两种竞争市场中,企业均愿意生产更高绿色度初级农产品;当消费者的绿色偏好支付系数等于单位产品的绿色成本时,企业没有生产绿色产品的动力;在双寡头初级农产品竞争市场中,产品的单位绿色成本与绿色生产企业的最优收益反向变化,与非绿色生产企业的最优收益同向变化。
With the increase of consumers′green consumption consciousness and behavior,more and more attention has been paid to the supply chain decision-making under consumers′green preference.Based on the perspective of consumers′willingness to pay,this paper reflects consumers′green preference into product evaluation.Assuming that consumers′product valuation follows uniform distribution,this paper constructs a new consumer demand function to discuss the optimal product price decision-making problem of production enterprises in green supply chain under the conditions of single oligopoly and double oligopoly competitive agricultural product market,and discusses the influence of green preference payment coefficient,green degree and unit cost of green products on the optimal decision-making of agricultural products production enterprises from the perspective of theory and simulation.The results show that when consumers′green preference payment coefficient is more than twice of the green cost per unit product,enterprises are willing to produce higher green primary agricultural products in the two competitive markets;when the consumer′s green preference payment coefficient is equal to the green cost of unit product,the enterprise has no power to produce green product;in the duopoly primary agricultural product competition market,the unit green cost of the product changes inversely with the optimal income of the green production enterprise,and changes in the same direction with the optimal income of the non green production enterprise.
作者
叶永刚
刘晓峰
YE Yong-gang;LIU Xiao-feng(School of Management, Harbin University of Commerce,Harbin 150028,China;School of Basic Science,Harbin University of Commerce,Harbin 150028,China)
出处
《商业研究》
CSSCI
北大核心
2020年第9期92-99,共8页
Commercial Research
基金
黑龙江省哲学社会科学项目,项目编号:20GLE390。
关键词
绿色供应链
产品偏好
绿色偏好
最优决策
green supply chain
product preference
green preference
optimal decision-making
