考虑产品生产绿色度和绿色营销的E-闭环供应链运营决策

Operations Decision of E-CLSC Considering Product Green Degree and Green Marketing

针对由一个制造商和一个网络平台组成的E-闭环供应链系统,将产品生产绿色度和绿色营销纳入研究.具体考虑网络平台占主导地位,决策正向供应链的平台佣金和绿色营销努力,以及逆向供应链的回收率水平;制造商作为跟随者决策产品的生产绿色度和销售价格.研究发现,随着生产绿色度效应和绿色营销效应的增强,网络平台的平台佣金、回收率和绿色营销努力以及制造商的生产绿色度投入均增加,双方的利润也逐渐上升;而只有当回收努力成本系数较大,超过某临界值时,产品的销售价格才呈上升趋势.最后,在数值算例中进行数值的拓展分析,以探究制造商与网络平台的运营策略.

For the E-CLSC(closed loop supply chain)system consisting of a manufacturer and a network platform,the product green degree and green marketing are both considered in the research.Specifically,the E-CLSC system is dominated by the network platform who decides platform commission and green marketing effort in forward supply chain,as well as collecting rate in reverse supply chain;the manufacturer as a follower decides the product green degree and product price.The results show that with the increase of production greenness effect and green marketing effect,the platform's commission,collecting rate,green marketing effort and manufacturer's product green degree investment have all increased.Consistently,profits of both parties have gradually increased,but only when the effect of recycle cost coefficient is relatively large and exceeds a certain threshold,the product price will show an upward trend.Finally,the numerical expansion analysis is carried out in the numerical example to analyze the operation strategy of the manufacturer and network platform.