基于成本分担的农产品供应链绿色度与营销联合优化探讨

On Joint Optimization of Greenness and Marketing of the Agricultural Produce Supply Chain from the Perspective of Cost Sharing

针对农产品供应链的产品绿色度和营销投入联合优化决策问题,建立博弈模型,考虑农产品制造商对零售商营销投入成本的分担,首先分析营销投入成本分担对农产品绿色度、营销投入、定价和供应链系统利润的作用,其次研究营销效应对这种作用的影响,最后进行了数值分析。研究发现:(1)在通过制造商分担零售商营销成本来联合优化农产品绿色度和营销投入时,最优的成本分担比例取决于农产品的市场需求价格弹性、绿色敏感性、营销效应和绿色投资边际成本。(2)制造商分担零售商营销成本,会提高农产品绿色度,促进农产品供应链的营销投入,增加供应链系统和企业利润。(3)营销效应会增强成本分担的作用,扩大成本分担提高产品绿色度、促进营销投入和增加供应链系统利润的程度。

This paper established a game model so as to figure out measures to achieve the joint optimization of greenness and marketing cost of the agricultural produce supply chain.Considering the effect of buyer-supplier cost sharing in marketing,the paper analyzes the effect of cost-sharing in marketing on the greenness,marketing cost,pricing and supply-chain profitability of agricultural produces,studies the impact of marketing on this effect,and makes a numerical analysis.The findings are as follows:(1)in the joint optimization of the greenness and marketing cost of agricultural produces through buyer-supplier cost sharing in marketing,the optimal cost-sharing ratio depends on the price elasticity of demand,environmental sensitivity,marketing effects and the marginal cost of green investment;(2)buyer-supplier cost sharing in marketing can improve the greenness of agricultural produces,and promote investment in agricultural produce supply chain marketing,thus increasing the supply-chain profitability and corporate profits;(3)marketing effects can make cost sharing play a bigger role,while an increase in cost sharing can improve product greenness,promote further marketing investment,and boost the supply-chain profitability.