考虑消费者双重偏好的低碳供应链减排策略研究

为了削弱传统零售商在渠道博弈中的垄断地位，制造商尝试建立在线渠道与零售商展开竞争。本文在考虑消费者低碳偏好的基础上，又将消费者的渠道偏好进行区分，通过不同决策模式的对比及数值算例分析，寻求低碳供应链最优的减排边界。研究表明：1分散决策时，制造商的低碳决策会受消费者渠道偏好的影响；集中决策时，制造商的低碳决策保持不变。2不同决策模式的减排边界由渠道偏好决定，渠道偏好较大时，分散决策的减排边界更高；渠道偏好较低时，集中决策的减排边界更高；渠道偏好中立时，两者的减排边界相同。3制造商可以通过升级低碳技术、实行低碳化管理等方式降低减排成本，同时通过低碳产品认证、广告宣传等方式提高消费者对低碳产品的认可程度。

Decision-making of Dual-channel Supply Chain Emission Reduction based on Consumer Preference to Low-carbon

In order to weaken the monopoly position of traditional retailer, manufacturers introduce online channel to compete with retailers. This paper is on the basis of consumers' low-carbon and channel preferences, to research whether manufacturers would take action to reduce emissions. Through the comparative analysis of different decision models, the optimal boundary of emission reduction can be found. The results show that,in decentralized decision-making model, the low carbon decision of the manufacturer is influenced by the channel preference; the low carbon decision of the manufacturer remains unchanged when the centralized decision is made. Reduction boundary of different decision models is related to the preference for channel.When the channel preference is higher, the reduction boundary of decentralized decision-making is higher; when the channel preference is lower, the reduction boundary of centralized decision is higher; when the channel preference is neutral, both of them have same reduction boundary. The manufacturer should bring in low-carbon technology, low-carbon management and other ways to reduce the cost sensitive value, and also increase consumers' recognition of its low carbon products through low carbon product certification and advertising at the same time.