考虑企业社会责任和广告效应的闭环供应链决策
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摘要
考虑由制造商和零售商构成的闭环供应链,运用Stackelberg博弈理论,研究制造商广告和零售商广告两种模型下的供应链决策。研究发现:①广告效应有利于提高需求量和回收率,从而提高供应链各方效用,但广告效应对批发价、零售价、制造商利润及供应链总利润的影响,会因制造商企业社会责任程度和广告投放主体的不同而不同;②制造商企业社会责任行为有利于降低批发价,刺激产品需求,但该行为会在一定程度上损害制造商经济效益,零售价和供应链总利润随制造商企业社会责任程度变化的方向受广告效应和广告投放主体的影响;③从提高供应链总利润和总效用的角度,应采用零售商广告,而从节约成本的角度,应采用制造商广告。
Considering a closed-loop supply chain whichconsists of a manufacturer and a retailer, this study uses Stackelberg game theory to study closed-loop supply chain decision making under the models of manufacturer advertising and retailer advertising. The findings are as below: Advertising effectiveness is conducive to increasing demand and recovery rates, thereby improving the utility of all parties and the total utility of the supply chain. However, the effect of advertising effects on wholesale price, retail price, manufacturer's profit, and the overall profit of the supply chain varies with the degree of manufacturer's CSR and the different advertisers. Manufacturer's corporate social responsibility behavior, which also helps stimulate product demand and advertising investment, is beneficial to lowering the wholesale price and increasing the recovery rate. Thereby, the retailer utility, the manufacturer utility and the overall utility of the supply chain both increase. However, manufacturers' corporate social responsibility behavior will cause some loss to their own profits. The direction that the retail price and the overall profit of the supply chain change with manufacturer's corporate social responsibility is related to the advertising effect and the advertiser. From the perspective of improving the overall profitability and utility of the supply chain, the retailer advertising model is better; but from a point of view of cutting costs, the manufacturer's advertising model should be adopted.
Considering a closed-loop supply chain whichconsists of a manufacturer and a retailer, this study uses Stackelberg game theory to study closed-loop supply chain decision making under the models of manufacturer advertising and retailer advertising. The findings are as below: Advertising effectiveness is conducive to increasing demand and recovery rates, thereby improving the utility of all parties and the total utility of the supply chain. However, the effect of advertising effects on wholesale price, retail price, manufacturer's profit, and the overall profit of the supply chain varies with the degree of manufacturer's CSR and the different advertisers. Manufacturer's corporate social responsibility behavior, which also helps stimulate product demand and advertising investment, is beneficial to lowering the wholesale price and increasing the recovery rate. Thereby, the retailer utility, the manufacturer utility and the overall utility of the supply chain both increase. However, manufacturers' corporate social responsibility behavior will cause some loss to their own profits. The direction that the retail price and the overall profit of the supply chain change with manufacturer's corporate social responsibility is related to the advertising effect and the advertiser. From the perspective of improving the overall profitability and utility of the supply chain, the retailer advertising model is better; but from a point of view of cutting costs, the manufacturer's advertising model should be adopted.
引文
[1] SAVASKAN R C, BHATTACHARYA S, VAN WASSENHOVE L N. Closed-Loop Supply Chain Models with Product Manufacturing[J]. Management Science, 2004, 50(2): 239-252.
[2] 易余胤.具竞争零售商的再制造闭环供应链模型研究[J].管理科学学报,2009, 12(6) : 45-54.
[3] SAVASKAN R C, VAN WASSENHOVE L N. Reverse Channel Design: The Case of Competing Retailers [J]. Management Science, 2006, 52(1): 1-14.
[4] 易余胤,袁江.渠道冲突环境下的闭环供应链协调定价模型[J].管理科学学报,2012,15(1):54-65.
[5] 冯章伟,肖条军,柴彩春.第三方回收商领导型两级闭环供应链的回收与定价策略[J].中国管理科学,2018,26(1): 118-127.
[6] 卢荣花,李南.零售商竞争环境下两周期闭环供应链回收渠道选择研究[J].系统管理学报, 2017, 26(6):1 143-1 150.
[7] 王文宾,达庆利.奖惩机制下闭环供应链的决策与协调[J].中国管理科学,2011, 19(1):36-41.
[8] 李新然,左宏炜.政府双重干预对双销售渠道闭环供应链的影响[J].系统工程理论与实践, 2017, 37(10): 2 600-2 610.
[9] 姚锋敏,滕春贤.公平关切下零售商主导的闭环供应链决策模型[J].控制与决策,2017,32(1): 117-123.
[10] 曹晓刚,郑本荣,夏火松,等.具有风险规避型零售商的闭环供应链网络均衡分析[J].控制与决策,2014,29(4):659-665.
[11] 曹晓刚,郑本荣,吴锦峰,等.随机需求下考虑风险行为的闭环供应链网络均衡模型[J].运筹与管理,2014,23(2):89-98.
[12] 郭军华,李帮义,倪明.WTP差异下再制造闭环供应链的回收模式选择[J].管理学报,2015,12(1):142-147.
[13] 黄宗盛,聂佳佳,胡培.基于微分对策的再制造闭环供应链回收渠道选择策略[J].管理工程学报,2013,27(3):93-102.
[14] 韩小花.基于制造商竞争的闭环供应链回收渠道的决策分析[J].系统工程,2010,28(5):36-41.
[15] 易余胤.具广告效应的闭环供应链协调性能研究[J].中国管理科学,2013,21(2):76-83.
[16] 谭建,王先甲.基于闭环供应链的零售商回收广告决策[J].系统管理学报,2013,22(4):567-572.
[17] 周艳菊,鲍茂景,陈晓红,等.基于公平关切的低碳供应链广告合作-减排成本分担契约与协调[J].中国管理科学,2017,25(2):121-129.
[18] 李锦洋, 赵晓静. 消费者监督与企业社会责任实现机制的博弈探究——基于杭州市公众调查的分析[J]. 商场现代化, 2009(23): 40-42.
[19] 郭春香,李旭升,郭耀煌.社会责任环境下供应链的协作与利润分享策略研究[J].管理工程学报,2011,25(2):103-108.
[20] 梁佑山,倪得兵,唐小我.基于企业社会责任的供应链双渠道竞争模型[J].中国管理科学,2013,21(S2):453-460.
[21] PANDA S, MODAK N M,BASUM, et al.Coordinating a Socially Responsible Closed-Loop Supply Chain with Product Recycling [J].International Journal of Production Economics, 2017,188:11-21.
[22] 范建昌,倪得兵,唐小我.企业社会责任与供应链产品质量选择及协调契约研究[J].管理学报,2017,14(9):1 374-1 383.
[23] AMAESHI K M, OSUJI O K, NNODIM P. Corporate Social Responsibility in Supply Chains of Global Brands: A Boundaryless Responsibility? Clarifications, Exceptions and Implications[J].Journal of Business Ethics, 2008, 81(1):223-234.
[24] SERVAES H, TAMAYO A. The Impact of Corporate Social Responsibility on Firm Value: The Role of Customer Awareness[J]. Management Science, 2013, 59(5):1 045-1 061.
[25] PINO G, AMATULLI C, ANGELIS M D, et al. The Influence of Corporate Social Responsibility on Consumers’ Attitudes and Intentions toward Genetically Modified Foods: Evidence from Italy[J]. Journal of Cleaner Production, 2016, 112(1): 2 861-2 869.
[26] 宋杰珍,黄有方,谷金蔚.具有社会责任意识的单生产商-两零售商供应链均衡决策研究[J]. 管理学报,2016,13(10):1 571 -1 578.
[27] 熊中楷,申成然,彭志强.专利保护下再制造闭环供应链协调机制研究[J].管理科学学报,2011,14(6):76-85.
[2] 易余胤.具竞争零售商的再制造闭环供应链模型研究[J].管理科学学报,2009, 12(6) : 45-54.
[3] SAVASKAN R C, VAN WASSENHOVE L N. Reverse Channel Design: The Case of Competing Retailers [J]. Management Science, 2006, 52(1): 1-14.
[4] 易余胤,袁江.渠道冲突环境下的闭环供应链协调定价模型[J].管理科学学报,2012,15(1):54-65.
[5] 冯章伟,肖条军,柴彩春.第三方回收商领导型两级闭环供应链的回收与定价策略[J].中国管理科学,2018,26(1): 118-127.
[6] 卢荣花,李南.零售商竞争环境下两周期闭环供应链回收渠道选择研究[J].系统管理学报, 2017, 26(6):1 143-1 150.
[7] 王文宾,达庆利.奖惩机制下闭环供应链的决策与协调[J].中国管理科学,2011, 19(1):36-41.
[8] 李新然,左宏炜.政府双重干预对双销售渠道闭环供应链的影响[J].系统工程理论与实践, 2017, 37(10): 2 600-2 610.
[9] 姚锋敏,滕春贤.公平关切下零售商主导的闭环供应链决策模型[J].控制与决策,2017,32(1): 117-123.
[10] 曹晓刚,郑本荣,夏火松,等.具有风险规避型零售商的闭环供应链网络均衡分析[J].控制与决策,2014,29(4):659-665.
[11] 曹晓刚,郑本荣,吴锦峰,等.随机需求下考虑风险行为的闭环供应链网络均衡模型[J].运筹与管理,2014,23(2):89-98.
[12] 郭军华,李帮义,倪明.WTP差异下再制造闭环供应链的回收模式选择[J].管理学报,2015,12(1):142-147.
[13] 黄宗盛,聂佳佳,胡培.基于微分对策的再制造闭环供应链回收渠道选择策略[J].管理工程学报,2013,27(3):93-102.
[14] 韩小花.基于制造商竞争的闭环供应链回收渠道的决策分析[J].系统工程,2010,28(5):36-41.
[15] 易余胤.具广告效应的闭环供应链协调性能研究[J].中国管理科学,2013,21(2):76-83.
[16] 谭建,王先甲.基于闭环供应链的零售商回收广告决策[J].系统管理学报,2013,22(4):567-572.
[17] 周艳菊,鲍茂景,陈晓红,等.基于公平关切的低碳供应链广告合作-减排成本分担契约与协调[J].中国管理科学,2017,25(2):121-129.
[18] 李锦洋, 赵晓静. 消费者监督与企业社会责任实现机制的博弈探究——基于杭州市公众调查的分析[J]. 商场现代化, 2009(23): 40-42.
[19] 郭春香,李旭升,郭耀煌.社会责任环境下供应链的协作与利润分享策略研究[J].管理工程学报,2011,25(2):103-108.
[20] 梁佑山,倪得兵,唐小我.基于企业社会责任的供应链双渠道竞争模型[J].中国管理科学,2013,21(S2):453-460.
[21] PANDA S, MODAK N M,BASUM, et al.Coordinating a Socially Responsible Closed-Loop Supply Chain with Product Recycling [J].International Journal of Production Economics, 2017,188:11-21.
[22] 范建昌,倪得兵,唐小我.企业社会责任与供应链产品质量选择及协调契约研究[J].管理学报,2017,14(9):1 374-1 383.
[23] AMAESHI K M, OSUJI O K, NNODIM P. Corporate Social Responsibility in Supply Chains of Global Brands: A Boundaryless Responsibility? Clarifications, Exceptions and Implications[J].Journal of Business Ethics, 2008, 81(1):223-234.
[24] SERVAES H, TAMAYO A. The Impact of Corporate Social Responsibility on Firm Value: The Role of Customer Awareness[J]. Management Science, 2013, 59(5):1 045-1 061.
[25] PINO G, AMATULLI C, ANGELIS M D, et al. The Influence of Corporate Social Responsibility on Consumers’ Attitudes and Intentions toward Genetically Modified Foods: Evidence from Italy[J]. Journal of Cleaner Production, 2016, 112(1): 2 861-2 869.
[26] 宋杰珍,黄有方,谷金蔚.具有社会责任意识的单生产商-两零售商供应链均衡决策研究[J]. 管理学报,2016,13(10):1 571 -1 578.
[27] 熊中楷,申成然,彭志强.专利保护下再制造闭环供应链协调机制研究[J].管理科学学报,2011,14(6):76-85.