制造商和零售商的双渠道低碳供应链定价决策研究

Pricing decision of dual channel low carbon supply chain based on manufacturer and retailer

制造商和零售商构成双渠道供应链,考虑消费者具有渠道偏好和低碳偏好,针对双渠道低碳供应链定价决策的问题,分析了集中决策、制造商主导、零售商主导,以及垂直Nash结构下双渠道低碳供应链博弈模型,探究了消费者渠道偏好及单位减排量对低碳供应链定价决策的影响。研究表明:线上直销价在不同决策模型下始终保持一致,线下零售价在集中决策下最低,批发价随着制造商权力变化而变化。单位减排水平的增加对产品定价有积极作用,消费者线上渠道偏好与线上定价呈正相关,与批发价和线下零售价呈负相关,并通过数值仿真进一步验证了结论的正确性,为双渠道低碳供应链定价决策提供了可行性建议。

For a dual channel supply chain consisting of a manufacturer and a retailer,considering the channel preference and low carbon preference of consumers,the pricing decision problem of dual channel low carbon supply chain is studied.This paper analyzes the game model of dual channel low-carbon supply chain under centralized decision-making,manufacturer led,retailer led and vertical Nash structure,and explores the impact of consumer channel preference and unit emission reduction on the pricing decision of low-carbon supply chain.The research shows that the online direct selling price is consistent under different decision-making models,the offline retail price is the lowest under centralized decision-making,and the wholesale price changes with the manufacturer’s power.The increase of unit emission reduction level has a positive effect on product pricing.Consumers’online channel preference is positively related to online pricing,and negatively related to wholesale price and offline retail price.The correctness of the conclusion is further verified through numerical simulation,thus providing feasible suggestions for pricing decisions of dual channel low-carbon supply chain.