考虑自有品牌引入和企业CSR行为的供应链均衡决策

Supply Chain Equilibrium Decision-Making Considering the Introduction of Store Brands and Corporate CSR Behavior

摘要: 本文以单一制造商和单一零售商组成的供应链为研究对象，其中制造商考虑是否承担企业社会责任(Corporate Social Responsibility, CSR)，零售商决策是否引入自有品牌(Store Brand, SB)。通过构建四种不同策略结构，探讨了制造商和零售商在各个策略下的利润收益以及最后的均衡选择结果。结果表明：(1) 当SB单位销售成本较小或中等水平时，零售商会选择引入SB，并且这总是会伤害制造商。(2) 直观来看，制造商会因为履行CSR行为偏离利润最大化目标而受损。但我们发现引入SB的零售商面对承担CSR行为的制造商选择实际引入SB产品的范围变小，这使得CSR制造商的利润有所增加，制造商可以选择承担CSR行为作为均衡决策。

Abstract: We take the supply chain composed of a single manufacturer and a single retailer as the research object. The manufacturer considers whether to fulfill corporate social responsibility (CSR) and the retailer decides whether to introduce store brand (SB). By constructing four different strategic structures, the profit gains of manufacturers and retailers under each strategy as well as the final equilibrium selection results were discussed. The results indicate that: (1) When the unit sales cost of SB is small or moderate, retailer will choose to introduce SB product, and this is always a bad thing for manufacturer. (2) Intuitively, manufacturer may suffer from deviating from profit maximization goals due to fulfill CSR. But we found that when SB retailer face CSR manufacturer, the scope of actually introducing SB products becomes smaller, and entering the threat stage early increases the profits of CSR manufacturer. Manufacturers can choose to take on CSR behavior as a balanced decision.