延遲與參考效應(yīng)下的雙渠道低碳供應(yīng)鏈運營策略研究

臧鑫明　儲濤　鐘永光

摘要： 綜合考慮減排投入延遲效應(yīng)與消費者低碳參考效應(yīng)對產(chǎn)品需求和品牌商譽的影響，構(gòu)建了由制造商和零售商組成的雙渠道低碳供應(yīng)鏈，并基于最優(yōu)控制理論先后對分散、集中和成本分擔(dān)3種模式下的成員運營策略、產(chǎn)品低碳水平、品牌商譽以及整體利潤進(jìn)行了比較與分析。研究發(fā)現(xiàn)：參考效應(yīng)總會調(diào)動制造商低碳生產(chǎn)的積極性，提升產(chǎn)品低碳水平和品牌商譽穩(wěn)態(tài)值，挫傷企業(yè)廣告宣傳熱情；只有當(dāng)延遲時間低于一定閾值時，供應(yīng)鏈成員采取集中決策才是有意義的；延遲時間抬高了消費者對產(chǎn)品低碳水平的心理預(yù)期；參考效應(yīng)會加劇延遲時間對不同決策機制下供應(yīng)鏈整體利潤的影響。

關(guān)鍵詞： 延遲效應(yīng)；低碳參考效應(yīng)；雙渠道低碳供應(yīng)鏈；微分博弈

中圖分類號： F272.3文獻(xiàn)標(biāo)識碼： A

Operation Strategies in Dual-channel Low Carbon Supply Chain Considering Lag Effect and Reference Effect

ZANG Xinming， CHU Tao， ZHONG Yongguang

Abstract：This paper comprehensively considers the impacts of abatement investments lag effect and consumers low carbon reference effect on the market demand and brand goodwill， constructs a dual-channel low carbon supply chain system consisting of a manufacturer and a retailer， and adopts optimal control theory to compare and analyze the members operation strategies， product low-carbon level， brand goodwill， and overall profit under the decentralized， centralized， and cost sharing decision-making modes. The study finds that reference effect always mobilizes the manufacturer′s enthusiasm for low-carbon production， improves the steady-state value of low-carbon level of product and brand goodwill， and discourages companies from advertising investment; It is meaningful for members of the low carbon supply chain to adopt the centralized decision-making mode only when the delay time is below a certain threshold; The delay time raises consumers psychological expectation of the low-carbon level of product， reference effect intensifies the impact of delay time on the overall profit of supply chain under different decision mechanisms.

Key words： lag effect; low carbon reference effect; dual-channel low carbon supply chain; differential game

0 引言

2021年10月世界氣象組織發(fā)布的《溫室氣體公報》中顯示，全球二氧化碳平均濃度從2019年的410.5ppm上升到了2020年的413.2 ppm，再次創(chuàng)下歷史排放量新高［1］。為減少溫室氣體排放、積極探索可持續(xù)發(fā)展的實踐路徑，目前包括英國、中國、美國和日本在內(nèi)的多個國家和地區(qū)已經(jīng)紛紛開展“碳標(biāo)簽”體系建設(shè)，要求企業(yè)將產(chǎn)品生產(chǎn)過程中所產(chǎn)生的溫室氣體進(jìn)行量化表示，并在銷售過程中主動向消費者披露相關(guān)碳信息。于是，在降低碳排放方面，只有將生產(chǎn)環(huán)節(jié)中減排努力投入與銷售環(huán)節(jié)中低碳廣告宣傳進(jìn)行結(jié)合才能確保將綠色環(huán)保產(chǎn)品送到消費者手中。……