考虑风险厌恶的绿色供应链承担企业社会责任的合作策略研究

Research on the Cooperation Strategy of Taking Corporate Social Responsibility in Green Supply Chain Considering Risk Aversion

文章构建由风险中性制造商与风险厌恶零售商组成的绿色供应链,运用Stackelberg博弈理论以及均值-方差方法研究绿色供应链承担企业社会责任的合作策略,并分析消费者的绿色偏好度、CSR偏好度以及零售商的风险厌恶水平对于供应链决策的影响.研究表明:1)无论何种合作策略,产品批发价、零售价以及制造商、零售商效用都与CSR水平和产品的绿色水平成正相关;2)在上下游不合作情况下,厌恶系数的增加会使得零售商利润下降而制造商利润上升;3)仅当零售商厌恶水平较低时,零售商承担制造商CSR成本效用才高于制造商单独承担CSR;而无论零售商厌恶水平高低,零售商承担制造商CSR努力效用都最高.

In this paper,a green supply chain consisting of risk-neutral manufacturers and risk-averse retailers is constructed.Stackelberg game theory and mean-variance method are used to study the cooperation strategy of green supply chain to undertake corporate social responsibility,and the influence of consumers'green preference,CSR preference and retailers'risk aversion level on supply chain decision-making is analyzed.The results show that:1)No matter what kind of cooperation strategy,the wholesale price and retail price of products and the utility of manufacturers and retailers are positively correlated with the level of CSR and the green level of products;2)When the upstream and downstream do not cooperate,the increase of aversion coeficient will lead to the decrease of retailers'profits and the increase of manufacturers'profits;3)Only when the retailer's aversion level is low,the cost effectiveness of retailer to shoulder manufacturer's CSR is higher than that of manufacturer to shoulder manufacturer's CSR alone;Regardless of the retailer's aversion level,retailers have the highest effect of CSR efforts undertaken by manufacturers.