延迟与参考效应下的双渠道低碳供应链运营策略研究

Operation Strategies in Dual-channel Low Carbon Supply Chain Considering Lag Effect and Reference Effect

综合考虑减排投入延迟效应与消费者低碳参考效应对产品需求和品牌商誉的影响,构建了由制造商和零售商组成的双渠道低碳供应链,并基于最优控制理论先后对分散、集中和成本分担3种模式下的成员运营策略、产品低碳水平、品牌商誉以及整体利润进行了比较与分析。研究发现:参考效应总会调动制造商低碳生产的积极性,提升产品低碳水平和品牌商誉稳态值,挫伤企业广告宣传热情;只有当延迟时间低于一定阈值时,供应链成员采取集中决策才是有意义的;延迟时间抬高了消费者对产品低碳水平的心理预期;参考效应会加剧延迟时间对不同决策机制下供应链整体利润的影响。

This paper comprehensively considers the impacts of abatement investment’s lag effect and consumer’s low carbon reference effect on the market demand and brand goodwill,constructs a dual-channel low carbon supply chain system consisting of a manufacturer and a retailer,and adopts optimal control theory to compare and analyze the members’operation strategies,product low-carbon level,brand goodwill,and overall profit under the decentralized,centralized,and cost sharing decision-making modes.The study finds that reference effect always mobilizes the manufacturer′s enthusiasm for low-carbon production,improves the steady-state value of low-carbon level of product and brand goodwill,and discourages companies from advertising investment;It is meaningful for members of the low carbon supply chain to adopt the centralized decision-making mode only when the delay time is below a certain threshold;The delay time raises consumer’s psychological expectation of the low-carbon level of product,reference effect intensifies the impact of delay time on the overall profit of supply chain under different decision mechanisms.