大数据背景下考虑环境责任的双渠道供应链决策

Dual Channel Supply Chain Decision Considering Environmental Responsibility in the Background of Big Data

为研究大数据与环境责任对双渠道供应链决策的影响,以单一绿色制造商、零售商以及大数据服务公司构成的双渠道供应链为研究对象,建立集中决策与分散决策两种收益模型,运用Stackelberg博弈得出各模型的最优决策并进行对比分析。研究表明:制造商与零售商进行集中决策时供应链的总需求量与总利润较大,网络渠道与零售渠道的最优价格随着投资大数据成本的增加而增高。当制造商的环境责任程度增强时,零售商的利润增大,制造商的利润减小。当零售商的环境责任成本增加时,制造商与零售商的利润均减小。同时,随着产品的绿色水平越高,制造商与零售商的最优定价与最优利润越高。

In order to study the influence of big data and environmental responsibility on dual-channel supply chain decision,a dual-channel supply chain composed of single green manufacturer,retailer and Big Data service company are used as the research objects,and two income models of centralized decision and decentralized decision are established,and the optimal decision of each model is obtained by using Stackelberg game and then it is compared and analyzed.The research shows that the total demand and profit of supply chain are larger when manufacturers and retailers make centralized decision,and the optimal price of network channel and retail channel increases with the increase of investment big data cost.As the manufacturer's environmental responsibility increases,the retailer's profits increase and the manufacturer's profits decrease.When the cost of environmental responsibility for retailers increases,the profits of manufacturers and retailers are reduced.At the same time,the higher the green level of the product is,the higher the optimal pricing and optimal profit of the manufacturer and the retailer are.