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本文通过使用一个全局变量来刻画企业社会责任绩效,并假定只有制造商承担因实现企业社会责任绩效而产生的相关成本,分别分析了集中式和分散式双渠道供应链的最优定价以及社会责任绩效决策。结果表明:在集中式双渠道供应链中,最优直销价格随着顾客对于零售渠道的偏好程度的增大而减小,而最优零售价格则随着顾客对于零售渠道的偏好程度的增大而增大。在分散式双渠道供应链中,当顾客对于零售渠道的偏好程度超过某一临界值时,最优批发价格与最优直销价格相等;如果实现社会责任绩效的单位成本越低,顾客对直销渠道的偏好程度越强,那么制造商的最优社会责任绩效水平越高;零售商的最优利润随着顾客对于零售渠道的偏好程度的增大而增大,随着实现社会责任绩效的单位成本的增大而减小;而制造商的最优利润则随着顾客对于零售渠道的偏好程度的增大而减小,随着实现社会责任绩效的单位成本的增大而减小。
In this paper, we use a global variable to characterize the performance of CSR, and assume that only the manufacturers bear the costs associated with achieving CSR performance. The paper analyzes the optimal pricing and social responsibility of centralized and decentralized dual-channel supply chains respectively Performance decision. The results show that in the centralized two-channel supply chain, the optimal direct selling price decreases with the preference of customers for retail channels, and the optimal retail price increases with the preference of customers for retail channels Increase. In the decentralized dual-channel supply chain, the optimal wholesale price is equal to the optimal direct selling price when the preference of the customer for the retail channel exceeds a certain critical value. If the unit cost of achieving social responsibility performance is lower, the direct selling price of the direct selling channel The higher the manufacturer’s optimal social responsibility performance is; the optimal profit of retailers increases with the preference of customers for retail channels. With the unit cost of achieving social responsibility performance While the manufacturer’s optimal profit decreases with the increasing preference of customers for retail channels and decreases as the unit cost of achieving social responsibility performance increases.