绿色供应链中信息共享与渠道选择策略

Information Sharing and Channel Selection Strategies in a Green Supply Chain

考虑由一个零售商和一个具有信息优势的供应商组成的绿色供应链,本文研究了供应商的渠道选择策略和零售商的信息共享策略。首先分析了在不同策略模型下零售商和供应商的最优利润和生产决策,进而得到最优信息共享策略和渠道选择策略,同时探讨了供应商绿色投资效率、渠道竞争强度和消费者对绿色产品的敏感程度等因素对均衡策略的影响。研究发现:供应商的绿色投入会影响消费者的需求,这可能会使零售商获取更多的收益,从而改变零售商的共享倾向,即绿色投资效率越高,零售商越愿意分享信息给供应商。在一定条件下,零售商愿意共享市场信息,鼓励供应商选择双渠道,从而实现双方共赢。

Considering a green supply chain consisting of a supplier and a retailer with an information advantage, this paper investigates the supplier’s channel selection strategy and the retailer’s information sharing strategy. It first analyzes the optimal profit and production decisions of the retailer and the supplier under different strategy models, and then obtains the optimal information sharing strategy and channel selection strategy, and also explores the impacts of factors such as the supplier’s green investment efficiency, the intensity of competition, and the consumer’s sensitivity to green products on the equilibrium strategy. It is found that suppliers’ green investment influences consumer demand, which may enable retailers to gain more revenue, thus changing retailers’ sharing tendency, i.e. the more efficient the green investment is, the more willing retailers will be to share demand information. Under certain conditions, retailers’ willingness to share market information encourages suppliers to choose dual channels, which leads to a win-win situation for both parties.