绿色供应链背景下的互补产品捆绑与绿色创新决策

The bundling and green innovation decision of complementary product under the background of green supply chain

摘要:

以包括两个互补产品供应商和一个零售商的二级供应链为研究对象，基于互补产品绿色创新溢出效应和捆绑效应，考虑互补供应商绿色创新与否、零售商的绿色营销和销售策略，构建多阶段供应链定价与绿色度决策模型。通过模型求解和数值实验，研究发现：当互补产品的捆绑效应较大时，互补供应商的最优策略是进行绿色制造，而零售商的绿色营销和捆绑销售策略与互补供应商的最优选择和捆绑效应大小有关；供应链中其他成员进行绿色制造和投入会促进供应商A提高绿色制造水平，且零售商的捆绑销售也会促使其提高产品绿色度；另外，互补产品的绿色创新溢出效应也会影响供应链成员及整体的利润。

Abstract:

Based on the spillover effect and binding effect of complementary products, the paper constructs a multi-stage supply chain pricing and green decision-making model based on the spillover effect and binding effect of complementary products green innovation, considering whether or not the complementary supplier green innovation, the retailer's green marketing and sales strategy. Through model solving and numerical experiments, it is found that when the binding effect of complementary products is large, the optimal strategy of complementary suppliers is green manufacturing, while the retailer's green marketing and bundle sales strategies are related to the optimal selection and binding effect of complementary suppliers; The green manufacturing and investment of other members in the supply chain will promote supplier a to improve the level of green manufacturing, and the retailer's bundle sales will also promote the green degree of the products; In addition, the spillover effect of green innovation of complementary products will also affect the profit of supply chain members and the whole.