考虑零售商公平偏好的绿色供应链决策与协调研究

Research on Decision-Making and Coordination of Green Supply Chain Considering Fair Preference of Retailers

当制造商在绿色供应链中处于领先地位时,此时的零售商处于跟随地位,会关注供应链内的利润分配情况.为探究零售商公平偏好行为对绿色供应链的影响,分别构建了三种不同情形下的供应链博弈模型,比较产品的绿色度水平、市场需求以及各成员获得的利润和效用.研究表明,零售商的公平偏好能增加自身渠道利润的比重,但对制造商和整个系统是不利的;因此,提出了基于成本共担-收益共享的供应链综合协调契约,以改善零售商行为特征对供应链造成的负面影响.

When the manufacturer is in a leading position in the green supply chain,the retailer is in a following position at this time and will pay attention to the profit distribution in the supply chain.This behavior of paying attention to profit distribution is defined as the characteristic of fairness preference.In order to explore the impact of retailers’ fair preference behavior on the green supply chain,three supply chain game models under different situations are constructed to compare the greenness level of products,market demands,and the profits and utility of each member.Studies have shown that retailers’ fairness preferences can increase the proportion of their channel profits,but it will indirectly reduce the greenness of the product,and the market demand will also decrease,which will have a greater negative impact on the manufacturer and the entire system;therefore,a comprehensive supply chain coordination contract based on cost sharing-revenue sharing is proposed to improve the negative impact of retailer behavior characteristics on the supply chain.Through research,it is found that a certain sharing ratio can not only encourage manufacturers to actively carry out green research and development,but also improve the utility and profit of both manufacturers and retailers.At last,we verify the validity of the contract through numerical simulations.