绿色供应链中成本分担对制造商渠道入侵策略的影响

doi:10.3969/j.issn.1007-7375.2023.05.001

摘要/Abstract

摘要： 研究绿色供应链中零售商的成本分担策略下制造商的渠道入侵问题。通过构建不同策略组合下的博弈模型，得出模型的均衡解，分析双方的均衡策略及其影响。研究发现，零售商在制造商渠道入侵情况下必定不会采用成本分担策略，且零售商的利润总是因制造商的渠道入侵而受损。零售商在制造商不进行渠道入侵情况下是否采用成本分担策略与其成本分担的比例有关。制造商总是在固定直销成本较低时选择渠道入侵，在固定直销成本较高时放弃渠道入侵，但是在固定直销成本居中时，制造商的入侵策略取决于零售商是否会采用成本分担策略，制造商可能会放弃渠道入侵以使得零售商进行成本分担，此时双方实现共赢。拓展分析中零售商提供成本分担契约情形下，制造商和零售商在固定直销成本处于中间范围时的利润均得到改善，并且可能实现制造商、零售商和产品绿色水平的“三赢”。

关键词: 绿色供应链, 成本分担, 渠道入侵, 均衡策略

Abstract: This paper studies the channel encroachment of manufacturers under the cost sharing strategy of retailers in green supply chains. Game models under different strategy combinations are established to obtain equilibrium solutions of the models. In addition, the equilibrium strategies of both sides and their influences are analyzed. It is found that retailers will not adopt cost sharing strategies in the case of manufacturer channel encroachment, and the profits of retailers are always damaged by manufacturer channel encroachment. When manufacturers do not engage in channel encroachment, whether retailers adopt cost sharing strategies is related to their proportion of cost sharing. Manufacturers always choose channel encroachment when the fixed direct selling cost is low, and give up channel encroachment otherwise. However, when the fixed direct selling cost is moderate, the encroachment strategy of manufacturers is dependent on whether retailers adopt cost sharing strategies. Manufacturers may abandon channel encroachment to enable retailers to share the cost, and then, a win-win situation is achieved. Expansion analysis show that in the case of retailers providing cost sharing contracts, the profits of manufacturers and retailers are improved when the fixed direct selling cost is moderate, where a "triple win" of manufacturers, retailers and product green levels may be realized.

Key words: green supply chain, cost sharing, channel encroachment, equilibrium strategy

中图分类号:

F270.5

郭强, 徐常皓, 聂佳佳. 绿色供应链中成本分担对制造商渠道入侵策略的影响[J]. 工业工程, 2023, 26(5): 1-10.

GUO Qiang, XU Changhao, NIE Jiajia. Impact of Cost Sharing on Manufacturer Channel Encroachment Strategies in Green Supply Chains[J]. Industrial Engineering Journal, 2023, 26(5): 1-10.

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