摘要
构建了传统零售渠道、直销双渠道和分销双渠道三种渠道结构,利用以制造商为主导的Stackelberg博弈模型,分析了渠道偏好、产品绿色水平和环境责任成本对不同渠道结构定价决策的影响.研究发现,在一定范围内,随着消费者渠道偏好增加制造商会倾向于开拓网上渠道;当生产较高绿色水平产品时制造商不应开通网上渠道;当环境责任水平或产品绿色水平降低时,制造商倾向于开通直销渠道,反之,应开通分销渠道.开通网上渠道会损害传统零售商利益,因此本文建立了利润分享机制,协调各成员的利润.
This paper constructs three channel structures:traditional retail channels,online direct sales dual channels,and online distribution dual channels.Using the manufacturer-led Stackelberg game model,it analyzes the pricing decisions of channel preferences,product green levels,and environmental liability costs for different channel structures.Finally,establish a profit sharing mechanism to optimize the profits of channel members.The study found that:when channel preference meets a certain threshold,increasing channel preference is conducive to manufacturers opening online channels;when the product green level is low,it is conducive to manufacturers opening online channels,and when the product green level is high,introducing online channels It will reduce the profits of manufacturers and increase the profits of retailers;when the environmental responsibility level or product green level is low,the dual-channel revenue of online direct sales is better than the dual-channel online distribution.However,as the environmental responsibility level or product green level continues to increase,online The revenue of dual-channel distribution will gradually be better than dual-channel online direct sales;since the opening of online channels harms the interests of traditional retailers,the Pareto optimality of manufacturers and traditional retailers is achieved through coordination mechanisms.
作者
梁喜
孟翠
LIANG Xi;MENG Cui(School of Economics&Management,Chongqing Jiaotong University,Chongqing 400074,China;Faculty of Finance and Commerce,Lanzhou Modern Vocational College,Lanzhou 730300,China)
出处
《数学的实践与认识》
北大核心
2024年第8期11-37,共27页
Mathematics in Practice and Theory
基金
重庆市教委科学技术研究项目(KJ1500521)。
关键词
双渠道供应链
绿色供应链
定价
环境责任
渠道偏好
dual-channel supply chains
green supply chains
price
environmental responsibility
channel preference
