基于制造商过度自信的绿色产品运营决策研究

Operation Decisions on Green Products under the Manufacturer’s Overconfidence

考虑产品绿色度对需求的影响,构建制造商需求过度自信时的决策模型,研究制造商的产品绿色度与产量决策问题,探讨制造商的过度自信对产品绿色度、产量及利润的影响。研究表明:高利润产品、低绿色投入成本系数、高绿色敏感度情形下过度自信对绿色产品产量的影响与普通产品有很大不同,即对于普通产品,制造商过度自信时的产量低于理性时的产量,对于绿色产品,过度自信时的产量高于理性时的产量;过度自信使制造商选择更高的产品绿色度,但会降低制造商利润,对自身不利;消费者绿色敏感度增加,制造商获益,但制造商过度自信比理性时获益低。

Considering the influence of product greenness on demand,a decision model for demand-overconfident was established to study the product greenness and output decisions of the overconfident manufacturer. Then,the impacts of the manufacturer’s overconfidence on product greenness,output and profit were discussed.It is found that:in the condition of high-profit products,low green input cost coefficient and high green sensitivity,the influence of overconfidence on the output of green products is quite different from that of ordinary products.For ordinary products,the output under overconfidence is lower than that under rational circumstances,but for green products,the output under overconfidence is higher than that under rational circumstances;overconfidence makes the manufacturer choose higher product greenness,but it will reduce the manufacturer’s profit,which is not good for itself;the manufacturer benefits from the increase in consumers’ green sensitivity,but the overconfident manufacturer benefits less than the rational manufacturer.