考虑渠道碳排放差异的零售商渠道选择策略

考虑由制造商、零售商和具有低碳环保意识的消费者组成的供应链,其中零售商主导供应链,并在纯实体渠道、纯网络渠道和双渠道三种策略中进行选择.本文建立考虑渠道间碳排放差异和销售成本差异的供应链决策模型,研究零售商的最优渠道选择策略.研究发现:实体渠道与网络渠道的单位碳排放差异是影响零售商渠道选择策略的重要因素之一.特别地,给定其他因素,随着实体渠道相对于网络渠道的单位碳排放水平增加,零售商应依次选择纯实体渠道、双渠道、纯网络渠道.而渠道间碳排放差异对零售商渠道选择策略的影响也会受到渠道间销售成本差异的调节.进一步分析零售商最优定价决策发现:当零售商选择双渠道策略时,随着实体渠道相对于网络渠道单位碳排放水平的增加,零售商应降低实体渠道销售价格,而最优网络渠道销售价格依赖于渠道间碳排放差异的大小.同时,零售商可通过开通新渠道来影响制造商的最优批发价格,从而增加零售商自身的利润.

Impact of carbon footprint difference on retailer's channel selection strategy

This paper studies a supply chain consisting of a manufacturer, a retailer, and consumers with low-carbon environmental awareness, in which the retailer is the leader and need to choose among three possible channel structures:A pure physical channel, a pure online channel, and dual channels. This paper builds a supply chain model considering the differences in both the unit carbon emission difference and channel operating cost between physical channel and online channel, and focuses on studying the retailer's channel strategy choice. We show that the unit carbon emission difference between physical channel and online channel is one of the significant factors driving the retailer's optimal channel strategy choice. In particular, given other factors, the retailer's optimal channel strategy will change from pure physical channel, to dual channels, and to pure online channel, as the unit carbon emissions level of physical channel relative to online channel increases. Meanwhile, the effect of unit carbon emission difference between channels on the retailers' channel selection strategies will be moderated by the difference in channel operating costs between channels. Furthermore, this paper also analyzes the retailer's optimal pricing decisions and find that when the retailer chooses a dual-channel strategy, the retailer should reduce the optimal retail price of the physical channel with the increase of the unit carbon emissions level of physical channel relative to online channel and the optimal online retail price depends on the physical channel's unit carbon emission level relative to the online channel. Further, the retailer can influence the manufacturer' optimal wholesale price by adding new online channel, thereby increasing the retailer' profits.