关注消费者剩余的快时尚绿色供应链决策研究

doi:10.3969/j.issn.1007-7375.2022.05.005

摘要/Abstract

摘要： 为了研究快时尚行业外包模式选择及绿色转型问题，在快时尚零售商关注消费者剩余的情形下，分别建立OBM、OEM和ODM模式下快时尚零售商领导的Stackelberg博弈模型。通过逆向归纳法求解出3种模式下的产品定价和绿色度决策，并通过数值仿真法验证结论的有效性，提出相应管理对策。研究发现，产品绿色度水平与零售商对消费者剩余的关注度、产品初始时尚度和销售周期正相关，与时尚度衰减率负相关；当绿色研发成本系数较低时，销售价格与零售商对消费者剩余的关注度正相关，反之，负相关；零售商关注消费者剩余对消费者始终有利，且对OBM模式的供应链渠道成员影响最大，ODM模式次之，OEM模式影响最小。

关键词: 快时尚, 消费者剩余, 绿色供应链, 外包

Abstract: In order to study the outsourcing mode selection and green transformation of fast fashion industry, Stackelberg game models led by fast fashion retailers are respectively established under OBM, OEM and ODM modes, when fast fashion retailers pay attention to consumer surplus. Reverse induction is used to solve the impact on product pricing and green degree decisions when fast fashion retailers pay attention to consumer surplus under three modes. The effectiveness of the conclusion is verified by a numerical simulation, and the corresponding management countermeasures are put forward. It is found that the level of product green degree is positively correlated with retailers' attention to consumer surplus, product initial fashion degree and sales cycle, and negatively correlated with the decline rate of fashion degree; when the green R&D cost coefficient is low, the sales price is positively correlated with the retailer's attention to consumer surplus, and vice versa; retailers pay attention to consumer surplus, which is always beneficial to consumers and has the greatest impact on the supply chain channel members of OBM mode, with ODM mode as the second, and OEM mode the least.

Key words: fast fashion, consumer surplus, green supply chain, outsourcing

中图分类号:

F272

杜建国, 胡佶哲. 关注消费者剩余的快时尚绿色供应链决策研究[J]. 工业工程, 2022, 25(5): 38-46.

DU Jianguo, HU Jizhe. A Research on Decision Making of Fast Fashion Green Supply Chain Concerning Consumer Surplus[J]. Industrial Engineering Journal, 2022, 25(5): 38-46.

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