考虑绿色度的制造商线上销售模式选择

Selection of Manufacturers'Online Sales Model Considering Greenness

针对在线销售环境下中小型绿色制造商的销售模式选择问题,通过采用Stackelberg博弈理论,建立了三种决策模型,考虑了直销成本、佣金比例和产品绿色度。结果显示,直销成本较低时选择直销模式可获得最大利润;佣金比例较高时代销模式下产品绿色度更高;佣金较低时转销模式下产品绿色度更高。当直销成本高且佣金比例高时,选择代销模式可实现较高产品绿色度;而转销模式下可获得更多利润。消费者对产品绿色性的敏感度提高将促使制造商增加绿色生产投入,但增加生产成本可能降低绿色生产的积极性。

In this paper,we mainly studied the selection of the best sales model for green manufacturers in online sales channels,and considered the changes of product greenness and enterprises'profits under different sales models.Also,we put forward three online sales models,namely resale model,proxy sales model and selfbuilt network platform model,and described them in details.To sum up,in the resale mode,the manufacturers supply products to the e-commerce platform at the wholesale price,and the e-commerce platform determines the final retail price;in the proxy sales model,the manufacturers cooperate with the e-commerce platform,and sell products according to the commission rate set by the e-commerce platform;while in the self-built network platform model,manufacturers sell products directly through their own network sales platform.Next,we explained the assumptions of the model,including commission ratio as an exogenous variable,de⁃mand function,green input cost,green production cost and sales cost,etc.On such basis,we built a game mod⁃el among the supply chain members and analyzed the profits and decisions of the manufacturers and e-com⁃merce platform under different sales models.Finally,we used mathematica12.0 for modeling and numerical simulation.According to the research results,we drew conclusions as follows.1.In the direct selling model,manufactur⁃ers can obtain higher profits when the cost of direct selling is low.2.In the proxy sales mode,the greenness of the product is higher when the commission ratio is high.3.When the cost of direct selling is high,the commis⁃sion ratio will influence profits,so the resale model can obtain higher profits,but the proxy sales model will be greener.4.For the e-commerce platform,when the commission ratio is high,manufacturers can choose the proxy sales mode to obtain higher profits;when the commission ratio is low,manufacturers choosing the resale mode can obtain higher profits.5.Increased consumers'awareness of product greenness can promote manufac⁃turers to improve greenness,but high green input costs may reduce production enthusiasm.In conclusion,promoting the spread of environmental awareness and improving consumers'green environ⁃mental awareness will help encourage green manufacturers to implement green investments,achieve techno⁃logical innovation,and improve the greenness of products.Choosing applicable sales model by the manufactur⁃ers can achieve an optimal balance between profit and product greenness.These research results can provide theoretical basis and reference for small and medium-sized green enterprises in cooperating with online sales platforms and selecting sales models.