基于网络外部性的绿色制造策略研究

根据消费者的绿色偏好以及产品的网络外部性特征构建消费者效用函数，在此基础上，对供应链的制造策略进行分析。首先，利用逆向归纳法获得了Stackelberg均衡，并证明了产品的网络外部性对供应链成员收益存在正向影响。其次，利用比较分析法给出了制造商实施绿色制造策略的条件。然后，对信息不对称模型进行研究发现，当制造商对绿色产品网络外部性的估计满足一定条件时，零售商的信息共享策略对制造商和零售商都有利。最后，将模型拓展到混合制造策略下，并通过数值方法，讨论了各种参数变化带来的影响。所得结论对企业绿色制造决策具有重要的参考价值。

Research on Green Manufacturing Strategy Based on Network Externalities

A consumer utility function is constructed while the green preferences of customers and the network externalities of products are considered. Based on it, the manufacturing strategies of the supply chain are analyzed. Firstly, the Stackelberg equilibrium is obtained by backward induction, then it is proved that the network externalities of products have positive effects on the performances of supply chain members. Second, the comparative analysis method is used to show the conditions for manufacturer to implement the green manufacturing strategy. Then, the information asymmetry model is studied. The results show that when the manufacturer's estimate of the network externality of green product meets certain conditions, the retailer's information sharing strategy is beneficial to both the manufacturer and the retailer. Finally, the model is extended to the hybrid manufacture strategy, and the effects of various parameters are discussed through numerical methods. The conclusions have important reference value for enterprises' green manufacturing decisions.