公平偏好下零售商绿色推广策略研究

Retailer’s Green Promotion Strategy with Fairness Concern

考虑绿色产品推广期间存在的搭便车行为,构建了由一个制造商和一个零售商组成的双渠道绿色供应链模型,研究零售商具有公平偏好行为时的最优策略及渠道性能。结果表明:零售商的公平偏好有利于提高自身的利润,但对于供应链整体是不利的。当零售商公平偏好较低时,搭便车行为对于零售商和制造商都是有利的;当公平偏好程度较高时,搭便车行为的存在会使得零售商更加关注渠道利润分配的公平性。公平偏好会抑制搭便车行为对供应链系统的优化,零售商的绿色推广对自身是有利的,但对制造商产生的影响程度还与公平偏好和搭便车系数有关。

Considering the existence of free riding behavior during the promotion of green products,a dual channel green supply chain model consisting of a manufacturer and a retailer was constructed to study the optimal strategies and channel performances with retailer’s fairness concern.The results show that:although the retailer’s fairness concern is conducive to the improvement of its profits,it is not beneficial to the entire supply chain.When the retailer’s fairness concern is low,free riding behavior is beneficial to both retailer and manufacturer;when the retailer’s fairness concern is high,the existence of free riding behavior makes retailer pay more attention to the fairness of channel profit distribution.Fairness concern inhibits the optimization of supply chain systems caused by the free riding behavior.The green promotion of retailer is favorable for herself,however,the impacts on the manufacturer are affected by the fairness concern and free riding factor.