基于政府补贴的绿色供应链成员销售模式选择

Sales Model Selection of Green Supply Chain Members Based on Government Subsidies

摘要: 随着绿色供应链的发展，选择合适的销售模式是制造商和电商平台面临的一个重要问题。因此，本文构建了一个斯塔克伯格博弈模型，考虑政府补贴下制造商投入绿色技术生产产品，电商平台对产品开展营销活动，研究了政府补贴和平台佣金率对绿色供应链成员在不同销售模式下的决策影响，以及何种销售模式更有利于提升社会福利的问题。研究发现：1) 无论何种销售模式，政府补贴力度越大，越能够提升制造商的绿色技术投入和平台的营销努力；2) 政府补贴环境下，当平台佣金率较小时，制造商(平台)在代销(转售)模式下的最优利润高于转售(代销)模式，当佣金率适中时，制造商和平台在代销模式下的最优利润均高于转售模式，实现绿色供应链成员双赢；3) 当佣金率较低(较高)且政府补贴比例适中时，相较于转售(代销)模式，代销(转售)模式更能够提升社会福利。

Abstract: With the development of green supply chain, choosing the right sales model is an important issue for manufacturers and e-commerce platforms. Therefore, this paper constructs a Stackberg game model, considering that manufacturers invest in green technology to produce products under government subsidies and e-commerce platforms carry out marketing activities on products, and studies the impact of government subsidies and platform commission rates on the decision-making of green supply chain members under different sales models, as well as which sales model is more conducive to improving social welfare. The findings are as follows: 1) Regardless of the sales model, the greater the government subsidy, the better the manufacturers’ green technology investment and marketing efforts of the platform; 2) in the context of government subsidies, when the commission rate of the platform is relatively small, the optimal profit of the manufacturer (platform) in the commission mode is higher than that in the resale mode; when the commission rate is moderate, the optimal profit of the manufacturer (platform) in the commission mode is higher than that in the resale mode, achieving a win-win situation for members of the green supply chain; 3) when the commission rate is low (high) and the proportion of government subsidies is moderate, the consignment (resale) model can improve social welfare more than the resale (resale) model.