| 考虑绿色偏好和销售努力的绿色供应链定价和产品绿色度决策 |
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| 引用本文： | 刘广东,杨天剑,张雪梅. 考虑绿色偏好和销售努力的绿色供应链定价和产品绿色度决策[J]. 北京交通大学学报(社会科学版), 2019, 18(1): 115-126 |
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| 作者姓名： | 刘广东 杨天剑 张雪梅 |
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| 作者单位： | 北京邮电大学 经济管理学院,北京 100876;阜阳师范学院 商学院,安徽 阜阳 236037;阜阳师范学院 安徽物流重点实验室,安徽 阜阳 236037;北京邮电大学 经济管理学院,北京,100876;阜阳师范学院 商学院,安徽 阜阳 236037;阜阳师范学院 安徽物流重点实验室,安徽 阜阳 236037 |
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| 基金项目： | 国家自然科学基金面上项目"基于消费者行为的双渠道零售商合作模式与协调机制研究"(71771055);安徽省高校自然科学重点项目"低碳背景下物流服务供应链合作机制研究"(KJ2017A336);安徽省物流重点实验室委托专项"农产品物流能力提升研究"(2015WLGH03) |
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| 摘 要： | 考虑消费者绿色偏好和零售商销售努力情形下,通过建立Stackelberg博弈模型研究了由一个风险中性制造商和一个风险中性零售商组成的两级供应链产品定价和绿色度决策,并通过数值分析进行验证分析。研究发现:1.集中决策时,相比无消费者绿色偏好时,存在消费者绿色偏好时的销售价格和销售努力较高;2.两种决策模式下,分散决策时销售价格较高,集中决策时产品绿色度和销售努力较高;3.在集中和分散系统中,消费者绿色偏好与销售价格和批发价正相关,零售商销售努力仅与销售价格正相关。
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| 关 键 词： | 消费者绿色偏好 销售努力 供应链定价 产品绿色度 Stackelberg博弈 |
Pricing of Green Supply Chain and Decisions on Product Green Degree Considering Green Preference and Sales Effort |
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| LIU Guang-dong,YANG Tian-jian,ZHANG Xue-mei. Pricing of Green Supply Chain and Decisions on Product Green Degree Considering Green Preference and Sales Effort[J]. Journal of Beijing Jiaotong University Social Sciences Edition, 2019, 18(1): 115-126 |
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| Authors: | LIU Guang-dong YANG Tian-jian ZHANG Xue-mei |
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| Affiliation: | (School of Economics and Management,Beijing University of Posts and Telecommunications,Beijing 100876,China;School of Business,Fuyang Normal University,Fuyang Anhui 236037,China;Logistics Key Laboratory of Anhui Province,Fuyang Normal University,Fuyang Anhui 236037,China) |
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| Abstract: | The paper,considering consumer green preference and retailer sales effort,constructs the Stackelberg game model and analyzes the pricing and product green degree of a two-echelon supply chain consisting of a risk-neutral manufacturer and a risk-neutral retailer.Analytical conclusions are then tested by numerical simulation.The results show that:first,in the centralized system,the retail price and sales effort considering consumer green preference are higher than when consumer green preference is not considered;second,between two systems,the retail price is higher in the decentralized system while the product green degree and sales effort are higher in the centralized system;third,the consumer green preference is positively correlated to the retail price and wholesale price while the sales effort of the retailer is positively correlated only to the retail price. |
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| Keywords: | stackelbery gome consumer green preference sales effort supply chain pricing product green degree |
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