环境责任视角下供应链的绿色设计与绿色营销决策

Green Design and Green Marketing Decisions of Supply Chain from the Perspective of Environmental Responsibility

在绿色低碳经济背景下,如何实现绿色设计与绿色营销高效协同,对供应链成员企业履行环境责任、实现可持续发展至关重要。针对供应链成员企业实施绿色设计与绿色营销的三种不同情形,构建了供应链的绿色设计与绿色营销决策模型,探讨了绿色设计成本效应、绿色设计需求效应、绿色营销努力效应等因素对供应链运作优化及环境的影响。研究表明,无论何种情形下,绿色设计成本效应、绿色设计需求效应以及绿色营销努力效应的增加,均有利于提高绿色设计与绿色营销努力水平,改善供应链成员及整体绩效,但未必有利于减少产品环境总影响。当绿色设计成本效应较小时,制造商更倾向由零售商实施绿色设计与绿色营销。当绿色设计成本效应及绿色设计环境效应均较大时,由制造商实施绿色设计且零售商实施绿色营销的供应链运作模式,能有效实现经济与环境的协调发展。

In the context of green and low-carbon economy,how to realize the efficient collaboration between green design and green marketing is very important for supply chain member enterprises to fulfill their environmental responsibilities and achieve sustainable development.Aiming at three different situations of green design and green marketing efforts of supply chain member enterprises,the green design and green marketing effort decision-making models of supply chain are constructed,and the impact of green design cost effect,green design demand effect and green marketing effort effect on supply chain operation optimization and environment is discussed.It is found that in any case,the increase of green design cost effect,green design demand effect and green marketing effort effect is conducive to improving the green design level and green marketing efforts,and to improving the performance of both supply chain and its members,but may not be conducive to reducing the environment total impact of products.When the green design cost effect is small,the manufacturer prefers the retailer to implement green design and green marketing efforts,but the retailer does not prefer the manufacturer to implement green design and green marketing.However,when the cost effect and environmental effect of green design are large,the supply chain operation mode in which the manufacturer implements green design and the retailer implements green marketing efforts can effectively realize the coordinated development of economy and environment.