考虑风险容忍度的双渠道绿色供应链运营决策及协调研究

针对双渠道绿色供应链,在考虑各方不同风险容忍度的基础上,构建以制造商为主导的供应链博弈模型,利用均值方差法分析集中式决策和批发价格契约下参与方的运营决策和期望利润,并设计协调契约.研究发现:在批发价格契约下,产品绿色度与制造商风险容忍度正相关,与零售商风险容忍度无关;最优零售价格均与双方风险容忍度正相关,且线上价格基准系数与直销价格负相关,与零售价格正相关;当绿色产品对消费者需求影响较大时,零售商的期望利润与制造商风险容忍度正相关.带有转移支付的反向收益共享与成本分担组合契约可实现双渠道绿色供应链的协调.

Operation decisions and coordination contract in a dual-channel green supply chain with risk tolerance

Given the different risk tolerance of each participant, the study constructs a manufacturer-driven game model for a dual-channel green decision. We analyze the decisions and expected profits of the participants under centralized decision and wholesale price contract using the mean-variance method, and design a coordination contract. It is found that under wholesale price contract, product greenness has a positive relationship with the manufacturer''s risk tolerance, independent of the retailer''s risk tolerance. The optimal retail price is positively correlated with the risk tolerance of both participants, while the online price benchmark coefficient is negatively correlated with the direct sales price and positively correlated with the retail price. When green products have a greater impact on consumer demand, retailers'' expected profits positively correlate with manufacturers'' risk tolerance. In order to coordinate a dual-channel green supply chain, a reverse revenue sharing and cost sharing combination contract with transfer payment is used.