电商渠道入侵下考虑绿色偏好的供应链研发策略研究

Research on Supply Chain R&D Strategies Considering Green Preference under E-Commerce Channel Encroachment

摘要: 消费者环保意识日益增强背景下，绿色研发成为竞争关键，而制造商依托电商渠道直销入侵终端市场加剧了供应链竞合关系，此时，如何选择绿色研发策略成为关键问题。本文构建由制造商与零售商组成的二级竞合供应链模型，探究消费者绿色偏好、竞争强度对三种绿色研发策略的影响，分析不同策略下产品绿色水平、市场需求及供应链成员利润的变化规律。研究发现：消费者绿色偏好是推动产品绿色水平提升的核心动力，竞争强度对产品绿色水平和市场需求的影响具有策略异质性；合作研发总能实现产品绿色水平的最优提升，但供应链双方不存在普适的最优绿色研发策略；特定条件下，制造商独自进行绿色技术的研发但向零售商提供绿色产品的研发策略未必总是最差的策略。本文的研究为电商渠道入侵场景下供应链企业的绿色研发策略制定提供了理论参考与决策依据。

Abstract: Against the backdrop of growing consumer environmental awareness, green R&D has become critical to market competition. Meanwhile, manufacturers’ encroachment into the end market through direct sales via e-commerce channels has intensified the co-opetitive relationship within supply chains, making the choice of green R&D strategies a key issue. This paper constructs a two-tier competitive-cooperative supply chain model consisting of a manufacturer and a retailer, to explore the impacts of consumer green preference and channel competition intensity on three green R&D strategies, and analyze the variations in product green level, market demand, and profits of supply chain members under different strategies. The results show that: consumer green preference is the core driving force for improving product green level, and the impact of competition intensity on product green level and market demand exhibits strategic heterogeneity; cooperative R&D can always achieve the optimal improvement of product green level, but there is no universally optimal green R&D strategy for both supply chain parties; under specific conditions, the strategy where the manufacturer independently conducts green technology R&D but provides green products to the retailer is not always the worst option. This study provides theoretical references and decision-making bases for supply chain enterprises to formulate green R&D strategies in the context of e-commerce channel encroachment.