消费者低碳偏好下的组合产品供应链定价策略

Pricing Decision of Combination Product Supply Chain Considering Consumers' Low-carbon Preference

考虑低碳偏好消费者与普通消费者的差异性支付意愿和消费效用,研究低碳产品和普通产品组合的定价策略问题.基于消费者效用构建出低碳产品和普通产品的需求函数,分别建立了供应链一体化决策和分散决策下的两类产品组合定价模型,研究了两类产品定价组成结构特点,比较了供应链一体化决策与分散决策下的产品定价和供应链利润.研究发现,两类产品定价都呈现出可分离的结构特点,低碳消费者比例及其对普通产品接受程度水平对产品定价和供应链利润都产生影响.

This paper studies the pricing strategies of low-carbon products and ordinary products by considering the different willingness to pay and consumption utility of low-carbon preference consumers and ordinary consumers. The demand function of low-carbon products and ordinary products are constructed based on the consumer utility. The two types of product pricing models are established under supply chain integration decision and decentralized decision respectively. The structure characteristics of the two types of product pricing are studied. The product pricing and supply chain profit are compared under the supply chain integration decision and the decentralized decision. The result finds that the two types of product pricing are showing a separable structural features. The low-carbon consumer ratio and the level of acceptability of ordinary products have impacts on the product pricing and the supply chain profit.