制造商数字化转型视角下的双渠道绿色供应链决策研究

Research on dual-channel green supply chain decision-making from the perspective of digital transformation of manufacturers

摘要:

构建由单一制造商和单一零售商组成的线上线下双渠道绿色供应链，其中制造商占据主导地位生产绿色产品，研究双渠道绿色供应链决策。进一步地，对比分析双渠道绿色供应链在制造商进行和未进行数字化转型两种情形下的决策差异。研究发现：考虑环境价值目标和经济价值目标下，当数字化转型所产生的价值增益处于一定区间内，绿色产品制造商才有足够的动力实施数字化转型。通过算例分析发现，在一定区间内，制造商利润和零售商利润随着数字化转型所带来的单位价值增益的增大而增大，随着数字化转型创新水平的增大而增大；制造商利润随着线下销售渠道市场份额占比的增大呈现先减后增的趋势，零售商利润呈现不断增大的趋势，并且两者利润均随渠道间交叉价格敏感系数的增大而增大。根据分析的结果提出了制造商数字化转型视角下的双渠道绿色供应链管理启示。

Abstract:

Construct an online and offline dual-channel green supply chain composed of a single manufacturer and a single retailer, in which manufacturers occupy a dominant position in the production of green products, and study the decision-making of dual-channel green supply chain. Furthermore, the decision-making of the dual-channel green supply chain is compared and analyzed in the two scenarios of manufacturers with and without digital transformation. The results show that when the value gains generated by digital transformation are within a certain range, green product manufacturers have enough motivation to implement digital transformation when the value gains generated by digital transformation are within a certain range. Through the analysis of numerical examples, it is further found that in a certain range, the profit of manufacturers and retailers increases with the increase of unit value brought about by digital transformation, and increases with the increase of the level of innovation of digital transformation. With the increase of the market share of offline sales channels, the profits of manufacturers show a trend of first decreasing and then increasing, and the profits of retailers show an increasing trend, and the profits of both increase with the increase of the cross-price sensitivity coefficient between channels. According to the results of the analysis, the enlightenment of dual-channel green supply chain management from the perspective of digital transformation of manufacturers is proposed.