产品网络外部性对低碳供应链减排与定价决策影响研究

The Impact of Product’s Network Externality on Emission Reduction and Pricing Decision of Low Carbon Supply Chain

笔者在产品具有网络外部性的背景下探讨产品网络外部性对于低碳供应链中各节点企业的碳减排水平、产品定价及最优利润等的影响,进而设计了低碳供应链节点企业间的决策协调机制。现有相关研究成果主要涉及政府规制、节点企业行为特征等因素对低碳供应链决策的影响,尚无产品网络外部性对低碳供应链决策影响机理的探讨。笔者基于Stackelberg博弈理论,在集中决策与分散决策两种模式下分别构建了产品存在网络外部性的低碳供应链决策模型,运用逆向归纳法对决策模型进行求解,并对决策结果进行比较分析。研究发现:低碳供应链在集中决策抑或分散决策模式下,随着产品网络外部性增强,单位产品的碳减排水平提升,产品的零售价格提高,低碳供应链整体的利润增加。在分散决策模式下,随着产品网络外部性增强,低碳供应链的决策效率损失加大。收益共享契约可以实现低碳供应链决策效率的Pareto优化,但无法达到完全协调状态,而Nash谈判-两部定价契约则可以实现低碳供应链决策的完全协调。研究结论揭示了产品网络外部性对低碳供应链节点企业减排与定价决策的影响机理,有助于低碳供应链节点企业更好地理解产品网络外部性对企业决策的作用与价值,为产品具有网络外部性下低碳供应链的科学管理提供了理论依据。

Under the background of product network externality, this paper explores the impact of product’s network externality on the carbon emission reduction level, product pricing and optimal profit of nodal enterprises in the low carbon supply chain, and then designs the decision making coordination mechanism among nodal enterprises in the low carbon supply chain.Existing relevant research results mainly involve the influence of government regulation, nodal enterprise behavior characteristics and other factors on low carbon supply chain decision making, there is still lack of researches on the influence mechanism of product network externalities on low carbon supply chain decision making.Based on the Stackelberg game theory, the decision making models of low carbon supply chain with network externality are constructed under the two cases of centralized and decentralized decision making respectively.The models are solved by backward induction method, and then the decision making results are compared and analyzed.It is found that with the enhancement of the product’s network externality, the carbon emission reduction level of per unit product will improve, the retail price of the product will increase, and the overall profit of the low carbon supply chain will increase under the centralized or decentralized decision making mode.In the decentralized decision making mode, with the enhancement of product’s network externality, the loss of decision-making efficiency of low-carbon supply chain increases.The revenue sharing contract can realize Pareto improvement of low carbon supply chain with network externality under decentralized decision, but it can’t achieve full coordination, while the contract composed of Nash negotiation and two pricing can realize full coordination of low carbon supply chain.The conclusions reveal the impact mechanism of product network externalities on the emission reduction and pricing decisions of nodal enterprises in the low carbon supply chain, and help the nodal enterprises of low carbon supply chain to better understand the impact of product’s network externality on their decision making, then provide a theoretical basis for scientific management of low carbon supply chain with network externality.