模糊条件下绿色闭环供应链的渠道策略选择

Channel Strategy Selection of Green Closed-loop Supply Chain under Fuzzy Conditions

考虑到市场需求和成本的不确定性,在模糊环境下对竞争中绿色闭环供应链和传统闭环供应链的渠道策略选择进行研究。引入消费者绿色偏好,分别建立制造商与零售商之间的合作—合作、非合作—非合作、合作—非合作以及非合作—合作四种渠道策略选择模型,推出最优决策的期望值。通过算例分析比较不同模型下的最优决策以及消费者绿色偏好敏感性对渠道结构均衡决策的影响。研究表明:随着消费者绿色偏好的增加,绿色制造商和绿色零售商的期望利润逐渐增长,四种渠道选择模型下制造商的期望利润总是优于零售商的期望利润,合作—合作模型总是博弈的纳什均衡,但不能使任何一方达到最优。

Considering the uncertainty of market demand and cost,the channel strategy selection of green closed-loop supply chain and traditional closed-loop supply chain in competition is studied under fuzzy environment.By introducing consumers'green preference,four channel strategy selection models,namely,cooperation-cooperation,non-cooperation-non-cooperation,cooperation-non-cooperation and non-cooperation-cooperation,are established between manufacturers and retailers to deduce the expected value of optimal decision.The optimal decision-making under different models and the influence of consumer green preference sensitivity on channel structure equilibrium decision-making are compared by example analysis.The research shows that with the increase of consumers'green preferences,the expected profits of green manufacturers and green retailers gradually increase.Under the four channel selection models,the expected profits of manufacturers are always better than the expected profits of retailers.The cooperation-cooperation model is always the Nash equilibrium of the game,but it cannot make any party optimal.