供应链中具有动态市场份额的最优碳减排和广告策略

Yongbin Tan, Huini Zhou, Peng Wu, Liling Huang
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引用次数: 1

摘要

随着环境质量的下降,企业和消费者的环保意识在不断提高。越来越多的企业开始加大对碳减排的投入,通过广告吸引环保消费者购买低碳产品。本文的目的是利用一个现实的差分博弈模型,从长远的角度为复杂供应链成员提供动态的碳减排策略、广告策略和合作方法。本文采用扩展的Vidale-Wolfe模型(V-W模型)来讨论供应链中的动态联合减排策略。研究发现(1)当消费者的环保意识增强时,总体上产品的碳减排和利润呈上升趋势。(2)从长远的角度来看,制造商对零售商之一的广告补贴是最好的选择。如果两家零售商的实力不平衡,制造商将选择与优势零售商合作。(3)广告作为零售商推广低碳产品的一种营销手段,可以缓解半合作状态下囚徒困境的不利影响,但不能达到帕累托最优结果。研究局限/启示本文主要分析制造商为领导者的情况,认为消费者是低碳产品的积极倡导者。本文的研究结果可以为低碳环境下供应链成员的联合排放策略提供理论依据。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
The optimal carbon emission reduction and advertising strategy with dynamic market share in the supply chain
PurposeAs the quality of the environment decreases, enterprises and consumers' awareness of environmental protection is constantly improving. More and more enterprises begin to increase their investment in carbon emission reduction and attract environmentally friendly consumers to buy low-carbon products through advertising. The purpose of this paper is to utilize a realistic differential game model to provide dynamic carbon emission reduction strategies, advertising strategies and cooperation methods for complex supply chain members from a long-term perspective.Design/methodology/approachThis paper uses the extend Vidale-Wolfe model (V-W model) to discuss the dynamic joint emission reduction strategy in the supply chain.Findings(1) When consumers' awareness of environmental protection increases, on the whole, carbon emission reduction and profit of products show an upward trend. (2) From a long-term perspective, the manufacturer's advertising subsidy to one of the retailers is the best choice. If the strength of the two retailers is unbalanced, the manufacturer will choose to cooperate with the dominant retailer. (3) Advertising, as a marketing means for retailers to promote low-carbon products, can alleviate the adverse effects of prisoner's dilemma in a semi-cooperative state, but it cannot achieve the Pareto optimization result.Research limitations/implicationsThis paper focuses on the analysis of the situation that when the manufacturer is the leader and thinks that consumers are active advocates of low-carbon products.Originality/valueThe results of this paper can provide theoretical basis for the joint emission strategy of supply chain members in low-carbon environment.
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