考虑制造商利他偏好的绿色供应链决策研究

Analysis on Green Supply Chain Decision under Manufacturers' Altruism

建立一条由单一制造商和单一零售商组成的绿色供应链,建立制造商主导的斯坦克伯格博弈模型,制造商生产绿色产品后,为了扩大绿色产品的市场占有率,会鼓励零售商加强市场营销努力,因此会有关注零售商利润的利他行为。分别建立制造商有无利他偏好两种分散决策模型,研究制造商的利他偏好对绿色供应链各方决策和收益的影响。研究表明:制造商的利他偏好会提高绿色供应链的产品绿色度和营销努力,同时促进绿色供应链各方收益的提高。

The Stackelberg game model consisting of a single dominant manufacturer and a single following retailer is estab-lished, the manufacturer is willing to produce green productsand expand the green products demand, retailers will be en-couraged to expand the marketing efforts, therefore, it will have altruistic behavior to pay attention to the profit of the retailer while paying attention to its own profits. The paper establishes two decentralized decision-making models for man-ufacturers to choose whether they have altruistic preferences and studies the influence of manufacturers＇ altruism on the decisions and profits of green supply chain. The research shows that the altruistic behavior of manufacturer will promote the increase of the mutual product green degree and market-ing effort of the green supply chain, while promoting the im-provement of the benifits of all parties in the supply chain.