考虑产品绿色度的制造商销售模式选择研究

doi:10.3778/j.issn.1002-8331.2107-0264

摘要/Abstract

摘要： 针对电商平台销售渠道背景下制造商的销售模式选择问题，在一个绿色产品制造商和一个平台商组成的供应链中，考虑产品绿色度，运用Stackelberg博弈理论建立不同决策模型，研究制造商引入电商平台渠道的条件、最优销售模式和产品绿色度。研究发现：制造商不引入电商平台渠道，只通过自建网络直销渠道销售绿色产品时，产品绿色度最低；引入电商平台渠道可以激励制造商提升产品绿色度。代销模式下，产品绿色度最高，制造商的利润也最多；消费者对产品绿色度敏感程度的增强会促使制造商提升产品绿色度，但绿色投资成本的增加会降低制造商生产绿色产品的积极性。

关键词: 电商平台, 绿色度, 转销模式, 代销模式

Abstract: To solve the problem of the selection of manufacturer’s sales mode when there is an e-platform sales channel, the supply chain is composed of a manufacturer who produces green products and an e-platform. Decision-making models are developed under different sales modes by considering the product greenness and using Stackelberg game theory. The conditions for the manufacturer to introduce the e-platform sales channel, the manufacturer’s optimal sales mode and the product greenness are discussed. The results show that the product greenness is the lowest when the manufacturer has no e-platform channels and only sells green products through self-established online channel. The participation of the e-platform channel can encourage the manufacturer to improve the product greenness. When the manufacturer chooses the agency selling format, the product greenness is the highest and the manufacturer obtains the most profit. The enhancement of consumers’ sensitivity to the product greenness will encourage the manufacturer to improve the product greenness. However, the increase of green investment cost will reduce the manufacturer’s enthusiasm to produce green products.

Key words: e-platform, greenness, reselling format, agency selling format

栾新凤, 康凯, 尹洁璇. 考虑产品绿色度的制造商销售模式选择研究[J]. 计算机工程与应用, 2023, 59(2): 280-288.

LUAN Xinfeng, KANG Kai, YIN Jiexuan. Research on Selection of Manufacturer’s Sales Mode Considering Product Greenness[J]. Computer Engineering and Applications, 2023, 59(2): 280-288.

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