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广告和低碳竞争下基于低碳商誉的供应链动态优化与协调
叶同,关志民,赵莹,陈大宇
东北大学工商管理学院
Dynamic Optimization and Coordination in a Supply Chain of Low-Carbon Goodwill with Advertising and Low-Carbon Competition
YE Tong,GUAN Zhimin,ZHAO Ying,CHEN Dayu
Northeast University, Shenyang, China

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摘要 运用微分博弈理论与方法,研究广告和低碳竞争下同时考虑产品低碳水平和低碳商誉具有动态变化特征的供应链优化与协调问题。考察分散决策和集中决策情形下供应链成员的博弈均衡,提出利润分配、收益共享和成本分担混合契约。研究表明:在一定条件下,该混合契约能够完美协调供应链;分散决策下,竞争越激烈,单位生产成本较低的制造商可以通过加大对广告和减排的投入来获得更高的利润;集中决策下,竞争越激烈,制造商不能盲目地加大对产品的广告和减排投入;集中决策下的产品低碳水平和低碳商誉不总是高于分散决策下的对应值。
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叶同
关志民
赵莹
陈大宇
关键词 供应链协调 广告竞争 低碳竞争 低碳商誉    
Abstract:In this paper, a dynamic optimization and coordination problem under dual competition with advertisement and low-carbon considering the dynamic features of low-carbon level and low-carbon goodwill is explored utilizing the differential game theory and method. The supply chain members’ game equilibrium of decentralized and centralized decision- making mode are investigated respectively. Then a compound contract based on profit allocation, revenue and cost sharing is designed. The research shows that the compound contract can achieve the perfect coordination of supply chain under certain conditions. In decentralized decision- making mode, the manufacturer with lower unit production cost can expand the advertisement and carbon emission reduction investment with fiercer competition in advertisement and low-carbon. But the manufacturers can’t expand the investment blindly in centralized decision-making mode. The low-carbon level and low-carbon goodwill of centralized decision are not always higher than that of decentralized decision.
Key wordssupply chain coordination    advertising competition    low-carbon competition    low-carbon goodwill   
收稿日期: 2017-12-15     
基金资助:国家自然科学基金资助项目(70972100,71372186)
通讯作者: 关志民(1957~),男,辽宁开原人。东北大学(沈阳市 110169)工商管理学院教授、博士研究生导师。研究方向为物流与供应链管理。     E-mail: guanzm168@126.com
引用本文:   
叶同,关志民,赵莹,陈大宇. 广告和低碳竞争下基于低碳商誉的供应链动态优化与协调[J]. 管理学报, 2018, 15(8): 1240-. YE Tong,GUAN Zhimin,ZHAO Ying,CHEN Dayu. Dynamic Optimization and Coordination in a Supply Chain of Low-Carbon Goodwill with Advertising and Low-Carbon Competition . Chinese Journal of Management, 2018, 15(8): 1240-.
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