考虑不同权力结构下的双渠道供应链定价和绿色水平决策

Pricing and Green Level Decisions in Dual-Channel Supply Chains under Different Power Structures

摘要: 在数字经济时代，供应链渠道多元化趋势与绿色发展需求同步推进，企业也在双渠道竞争中面临价格与环境责任的双重决策挑战。本文聚焦于由单一供应商与单一电子零售商构成的双渠道供应链，在研究框架中纳入三种不同的权力结构(垂直纳什、电子零售商主导的Stackelberg和供应商主导的Stackelberg)，并将绿色水平决策纳入双渠道竞争分析体系，深入探讨供应链成员价格决策和绿色水平决策问题。利用Stackelberg博弈，本文确定了三种模型下的均衡解。研究发现：权力结构不仅决定了利润分配格局，更深刻影响着绿色创新动力和整体渠道效率，其中电子零售商主导的结构(ES)最有利于实现供应链总利润最大化。

Abstract: In the era of the digital economy, the trend toward diversified supply chain channels is advancing in tandem with the demand for green development, and firms face the dual decision-making challenge of pricing and environmental responsibility in the context of dual-channel competition. This paper focuses on a dual-channel supply chain consisting of a single supplier and a single e-retailer, incorporating three distinct power structures—Vertical Nash, E-retailer-led Stackelberg, and Supplier-led Stackelberg—into the analytical framework, and integrates green level decisions into the analysis of dual-channel competition. The study delves into the pricing decisions and green level decisions of supply chain members. Using Stackelberg game theory, the equilibrium solutions under the three models are derived. The findings reveal that the power structure not only determines the distribution pattern of profits but also profoundly influences green innovation incentives and overall channel efficiency, with the e-retailer-led structure (ES) being the most conducive to maximizing total supply chain profit.