摘要
本文研究了绿色技术研发结果不确定时制造商与零售商在传统线上平台以及区块链平台进行销售时的渠道模式选择问题。同时考虑服务水平差异性和营销努力水平,运用斯塔克伯格博弈和卡特尔模型,分析了研发结果不确定时基于传统线上平台和区块链平台四种不同决策模式下的最优绿色技术研发水平、营销水平、服务水平、定价与利润,并对四种情形进行了比较分析。研究结果表明:(1)不论是传统线上平台还是区块链平台,绿色技术研发成功时的制造商与零售商的利润均高于研发失败时的利润。(2)制造商与零售商选择何种渠道模式主要取决于区块链平台带来的间接收益水平。(3)零售商的利润随着区块链平台带来的间接收益的下降而下降,当间接收益下降到一定程度时,零售商倾向于采取传统线上平台。
With the increasingly serious problems of resource waste and environmental degradation brought about by traditional supply chains,the operation and management model of green and sustainable supply chains has become a hot spot for governments,enterprises,and scholars.To meet the requirements for government policies and regulations,manufacturers have begun to make green R&D and innovation to reduce environmental pollution.However,manufacturers cannot strictly control all processes,and the failure of green technology research and development always exists.At the same time,manufacturers need to deal with consumer concerns about the authenticity of green products and require traceability of products when green technology R&D is successful.This study considers that the green supply chain operates on traditional online platforms and blockchain platforms,respectively.In each mode of operation,we establish the model considering the success or failure of the manufacturer’s green technology R&D.At the same time,the government subsidies and retailer’s service level,platform service costs,blockchain marginal use costs,fixed costs,and other blockchain-related attributes are further introduced.Through the construction of the manufacturer-led Stackelberg game model and Cartelization cooperation model,the paper investigates the supply chain members’optimal decision-making under four different situations that operate on traditional online platforms and blockchain platforms,and analyzes the influence of changes in parameters such as the using cost of the blockchain on the optimal decision-making of supply chain members.Specifically,the manufacturer and retailer make two-stage decentralized decision-making independently under the traditional platform.In the first stage,the manufacturer first determines the manufacturer’s green R&D effort level.If green technology R&D is successful,then the retailer will determine the marketing effort level.However,if R&D fails,the retailer will not conduct green marketing but directly determ
作者
陈楠
蔡建峰
韩文婷
马嫣然
CHEN Nan;CAI Jianfeng;HAN Wenting;MA Yanran(School of Management,Northwestern Polytechnical University,Xi’an 710129,China;School of Economics and Finance,Xi’an International Studies University,Xi’an 710119,China)
出处
《运筹与管理》
CSCD
北大核心
2024年第5期84-90,共7页
Operations Research and Management Science
基金
国家社会科学基金重大项目(18ZDA103)。
