消费者绿色偏好影响下的双渠道绿色供应链定价决策研究
Research on Pricing Decisions of Dual-Channel Green Supply Chain under the Influence of Consumers’ Green Preferences

文章构建由单一制造商和零售商组成的双渠道绿色供应链，考虑消费者对产品具有绿色偏好，基于Stackelberg博弈，求解双渠道绿色供应链在分散决策模式和集中决策模式下的最优决策，并对不同情境下的最优决策变化进行了对比分析。进一步地，研究了消费者绿色偏好对供应链各参与主体决策的影响，并采用数值模拟方法对理论推导结果进行检验。研究表明：集中决策模式下，双渠道绿色供应链的最优决策结果优于分散决策模式下的决策效果，供应链成员进行合作更有利于双渠道绿色供应链的长期发展；消费者绿色偏好对供应链决策具有显著影响，绿色偏好的提高可以促进绿色产品的销售，进而促进绿色发展；消费者对绿色产品的偏好能够促使制造商加大绿色生产投入，进而提升产品的绿色度。制造商也会相应提高绿色产品的定价，从而获取更高的利润。
The article constructs a dual-channel green supply chain consisting of a single manufacturer and a retailer, considering that consumers have a green preference for products. Based on the Stackelberg game, the optimal decisions of the dual-channel green supply chain under decentralized and centralized decision-making modes are solved, and the changes in optimal decisions under different scenarios are compared and analyzed. Furthermore, the impact of consumers’ green preferences on the decisions of supply chain participants is studied, and the theoretical derivation results are tested using numerical simulation methods. The research shows that: under the centralized decision-making mode, the optimal decision results of the dual-channel green supply chain are better than those under the decentralized decision-making mode, and cooperation among supply chain members is more conducive to the long-term development of the dual-channel green supply chain; consumers’ green preferences have a significant impact on supply chain decisions, and the increase in green preferences can promote the sales of green products, thereby promoting green development; consumers’ preference for green products can encourage manufacturers to increase green production investment, thereby improving the greenness of products. Manufacturers will also correspondingly increase the pricing of green products to obtain higher profits.