消费者异质特征下的碳标签产品供应链决策模型

Decision Model of Supply Chain on Carbon Labeling of Products Considering Customers' Heterogeneity

考虑消费者对标示碳标签产品的异质性消费偏好,建立不同消费群体支付意愿下的碳标签产品需求模型,研究供应商和零售商分别主导供应链情景下的最优决策.结果表明,在供应商或零售商主导供应链中,碳标签产品的定价相同.但供应链主导者通过身份力量影响批发价,从而在供应链总利润分享中获益.消费者群体中的普通顾客比例及普通顾客对碳标签产品的接受程度都影响供应链决策,但是普通顾客对碳标签产品的接受程度更具敏感性.

Considering customers＇ heterogeneity preferences for the product attached with carbon labeling, the demand model under different consumer willingness to pay is setup. The optimal decisions of supply chain with dominant supplier or dominant retailer are discussed respectively. The results show that the pricing strategies of carbon labeling products are same with dominant supplier or dominant retailer. But, the total supply chain profit are shared more by the leader through affecting the wholesale price with dominant identity. Both the proportion of the common customer in groups and theirs acceptance for carbon labeling products affect supply chain decisions. But, the common customers＇ acceptance of carbon labeling products are more sensitivity to supply chain decisions.