考虑公平的绿色供应链定价与产品绿色度决策

绿色供应链中制造商进行产品绿色化投资付出大量的研发成本,将会更加关注渠道利润分配的公平.建立博弈模型研究公平关切行为和产品绿色化效率对绿色供应链定价策略、产品绿色度、供应链各方利润以及整体利润的影响.研究发现:产品绿色度和供应链利润在分散式决策下都会低于集中式决策,且随着产品绿色化效率的提高,差距也变得越来越大,然而绿色产品销售价格在不同供应链决策模式下大小关系的比较,具体取决于产品绿色化效率;产品绿色化效率较低时,公平关切行为会加重供应链"双重边际效应";公平关切制造商做出的决策在损害下游零售商利益的同时也损害了己方利益,需要注意到的是,虽然制造商的利润也在遭受损失,但是其利润所占渠道总利润的份额却在不断增大.

Pricing and product green degree decisions in green supply chains with fairness concerns

We incorporate the concept of fairness in a green product supply chain which consists of one manufacturer and one retailer to investigate how fairness concerns and green efficiency may affect retail price, product green degree, profits of channel members, and total channel profit by establishing game theoretical models of the green supply chain. In the green supply chain, the manufacturer puts in some effort for greening the product and distributes the green product to the end customers through an independent retailer channel. The research finds that:1) The profits and product green degree are higher in the case of integrated channel compared to the decentralized channel. As the value of greening effectiveness coefficient increases, the performance gap between integrated and decentralized channel widens. However, the retail prices may be higher or lower in the integrated channel depending on the value of greening effectiveness coefficient; 2) The manufacturer's behavior of fairness concerns aggravates the "double marginalization" issue in the distribution channels if the greening effectiveness coefficient is below a certain threshold; 3) The manufacturer's behavior of fairness concerns not only be harmful to the retailer's profit and total channel profit, but also harmful to herself profit. Interestingly, although the manufacturer's profits are coming down, the relative share of manufacturer's profit in the total channel are rising.