预售模式下考虑公平关切的双渠道绿色供应链决策分析

Dual-channel Green Supply Chain Decision Analysis Considering Fairness Concerns under Presale Mode

“预售+现售”模式逐渐成为产品市场推广与销售的重要手段。本文考虑产品预售对供应链的影响,构建由制造商、线上电商平台和线下零售商组成的双渠道绿色供应链模型。考虑零售商公平关切,建立在零售商公平中性和公平关切下的集中和分散决策模型。同时,引入成本共担契约,深入分析契约对供应链的影响,最后进行数值分析。结果表明:预售规模的大小会对供应链成员的决策产生影响;零售商的公平关切不利于产品绿色水平的提升;契约的引入能够削弱零售商公平关切行为带来的负面影响。

The “presale + current sale” model has gradually become an important means adopted in product marketing and sales. This paper considers the impact of product presales on the supply chain and constructs a dual-channel green supply chain model composed of manufacturers, online e-commerce platforms, and offline retailers. Considering the fairness concerns of retailers, centralized and decentralized decision models are established under the conditions of retailers’ fairness neutrality and fairness concerns. At the same time, cost-sharing contracts are introduced, and the impact of contracts on the supply chain is deeply analyzed, followed by numerical analysis. The results show that the size of the presale scale will affect the decisions of supply chain members;retailers’ fairness concerns are not conducive to the improvement of product green levels;the introduction of contracts can weaken the negative impact of retailers’ fairness concerns.