考虑市场偏好和创新意愿的绿色供应链契约协调研究

Research on the Coordination of Green Supply Chain Contract Considering the Market Preference and the Willingness of Innovation

为激励制造商进行绿色技术创新,提高绿色产品的市场需求,针对单一制造商和单一零售商构成的双边垄断供应链,建立制造商主导的Stackelberg博弈模型。考虑到绿色技术创新可以降低制造商的生产成本,研究普通产品和绿色产品在分散决策下的优劣,分析绿色产品在分散、集中两种策略下的决策与收益,进而提出基于绿色技术创新的收益共享成本分担契约。研究表明:绿色产品较普通产品更能提高供应链的经济和环境效益;集中决策和契约机制的引入,能提高产品绿色水平、订货量及供应链成员的利益,并推导出制造商和零售商参与约束的最优收益分享系数的取值范围。最后,通过数值分析了制造商的绿色技术创新意愿和消费者对绿色产品的偏好对供应链最优决策及利润的影响,验证了契约机制的有效性。

Generally, the manufacturers are not willing to choose the green innovative mode of the production, which restricts the development of green products. Stackelberg models led by the manufacturer are established based on the back-ground of a bilateral-monopoly supply chain consisting of a single manufacturer and a single retailer. The performance of common products and green products was compared in decentralized strategies, the decision-making and income dispersion with green products were analyzed in both decentralized and concentrated strategies, and then a revenue and cost sharing contract was proposed based on the green technology innovation. The research shows that green products compared with ordinary products can improve the supply chain＇ s benefits of economy and environment, and the introducing of the contract can improve the green level of products, order quantity and the benefits of supply chain members. And the range of coefficients of the optimal revenue sharing is calculated which push the manufacturer and the retailer get Pareto improvement. A further analysis is carried on through numerical analysis and a conclusion shows that consumers＇ awareness and producers＇ emotional factors of green products have a positive effect on the green level of products and enterprise＇ s order quantity and profits.