精读博士论文考虑利他偏好区块链技术零售商主导型绿色供应链

摘要：This issue of the tweet will introduce the intensive reading doctoral dissertation "Research on Pricing Decisions and Dynamic Coor

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“喆学（87）：精读博士论文

《考虑公平偏好的竞争型绿色供应链定价决策和动态协调研究》

考虑利他偏好和区块链技术

零售商主导型绿色供应链定价策略研究（1）”

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"Zhexue (87): Intensive reading of doctoral dissertation

"Research on pricing decision and dynamic coordination of competitive green supply chain considering fairness preference"

Considering altruistic preferences and blockchain technology

Research on pricing strategies of retailer-led green supply chains (1)"

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本期推文将从思维导图、精读内容、知识补充三个方面介绍精读博士论文《考虑公平偏好的竞争型绿色供应链定价决策和动态协调研究》考虑利他偏好和区块链技术零售商主导型绿色供应链定价策略研究。

This issue of the tweet will introduce the intensive reading doctoral dissertation "Research on Pricing Decisions and Dynamic Coordination of Competitive Green Supply Chains Considering Fairness Preferences" from three aspects: Mind mapping, intensive reading content, and knowledge supplement. The research considers altruistic preferences and blockchain technology. Retailer-led green supply chain pricing strategy research.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

1.问题描述与模型假设(Problem description and model assumptions)

本章探讨了由两个绿色制造商M1和M2与零售商R构成的供应链。零售商作为领导者，通过利他行为来安抚制造商，以保持供应链稳定。在Stackelberg博弈中，零售商决定加价v，制造商则设定批发价w_1和w_2，最终产品以零售价p_1和p_2售出。下标i和j代表不同的制造商。

This chapter explores a supply chain consisting of two green manufacturers M1 and M2 and a retailer R. The retailer, as a leader, appeases the manufacturers through altruistic behavior to keep the supply chain stable. In the Stackelberg game, the retailer decides to increase the price v, and the manufacturer sets the wholesale price w_1 and w_2. The final product is sold at the retail price p_1 and p_2. The subscripts i and j represent different manufacturers.

本研究构建了一个包含两个竞争制造商和零售商的绿色产品供应链模型，假设两种产品的批发价格相同，制造商的生产成本为零，且生产能力无限。绿色创新成本与产品绿色度呈指数关系。市场需求函数反映了绿色产品零售价格、产品绿色度及制造商间竞争对需求的影响。消费者在购买决策时会考虑产品的绿色度及其可替代产品的绿色度，产品间绿色度的差异会影响市场需求。所有模型参数在供应链成员间共享，信息对称。

This study constructs a green product supply chain model involving two competing manufacturers and retailers, assuming that the wholesale prices of the two products are the same, the production cost of the manufacturer is zero, and the production capacity is unlimited. The green innovation cost is exponentially related to the greenness of the product. The market demand function reflects the impact of the retail price of green products, the greenness of the product, and the competition between manufacturers on demand. Consumers will consider the greenness of the product and the greenness of its substitute products when making purchasing decisions, and the difference in greenness between products will affect market demand. All model parameters are shared among supply chain members, and information is symmetric.

2.传统模式下零售商主导的绿色供应链定价策略研究(Research on pricing strategy of green supply chain dominated by retailers under traditional model)

(1)基准模型：无利他偏好定价决策(Baseline Model: Pricing Decisions without Altruistic Preferences)

图片内容概述了一个研究模型，该模型分析了在完全自利情况下，两个制造商和零售商如何通过定价决策来最大化利润。研究考虑了消费者对绿色产品的偏好，并定义了零售商、制造商以及整个供应链的利润函数。命题5-1提供了在这一模型下的最优均衡策略，包括制造商的批发价、产品绿色度和零售价的最优解。此外，还计算了制造商、零售商和供应链的最优利润，展示了在考虑消费者绿色偏好和产品绿色度影响下，供应链成员如何实现利润最大化。

The image content outlines a research model that analyzes how two manufacturers and retailers maximize profits through pricing decisions under completely self-interest. The study takes into account consumer preferences for green products and defines profit functions for retailers, manufacturers, and the entire supply chain. Proposition 5-1 provides the optimal equilibrium strategy under this model, including the manufacturer's wholesale price, product greenness, and the optimal solution for the retail price. In addition, the optimal profits of manufacturers, retailers, and the supply chain are calculated, showing how supply chain members can maximize profits while considering the influence of consumer green preferences and product greenness.

推论5-1和5-2揭示了消费者绿色偏好对供应链中最优绿色度、批发价格、零售价格以及各方收益的正向影响。随着消费者对绿色产品的青睐增加，制造商倾向于提升产品绿色度并提高批发价格以最大化效益，零售商也能通过提高零售价格获益。零售商收益和供应链总收益会随着消费者绿色偏好的提升而增加。然而，对于制造商而言，其利润与消费者绿色偏好的关系受到制造商间竞争程度和绿色创新投入的影响。在竞争程度较低且创新投入受限的情况下，制造商收益可能随着绿色偏好的提高而降低；相反，若制造商重视技术创新，绿色偏好的提升将有利于其利润。此外，在制造商间竞争强烈的情境下，制造商利润可能会随着消费者绿色偏好的增加而减少。

Corollaries 5-1 and 5-2 reveal the positive impact of consumer green preference on the optimal greenness, wholesale price, retail price, and benefits of all parties in the supply chain. As consumers' preference for green products increases, manufacturers tend to improve the greenness of their products and increase wholesale prices to maximize benefits, and retailers can also benefit by increasing retail prices. Retailer revenue and total supply chain revenue will increase with the increase of consumer green preference. However, for manufacturers, the relationship between their profits and consumer green preference is affected by the degree of competition among manufacturers and green innovation input. In the case of low competition and limited innovation input, manufacturer profits may decrease with the increase of green preference; on the contrary, if manufacturers attach importance to technological innovation, the increase of green preference will be beneficial to their profits. In addition, in the context of strong competition among manufacturers, manufacturer profits may decrease with the increase of consumer green preference.

(2)考虑零售商具有利他偏好的定价策略(Considering the pricing strategy of retailers with altruistic preferences)

本节研究了零售商的利他偏好对绿色供应链中定价策略和利润的影响。引入利他偏好程度，构建零售商效用函，分析其与制造商利润的关系。通过逆向归纳法得到最优均衡策略和利润，包括批发价、绿色度、零售，以及制造商和零售商的最优利润和零售商效用。

This section studies the impact of retailers' altruistic preferences on pricing strategies and profits in green supply chains. The degree of altruistic preference is introduced, the retailer utility function is constructed, and its relationship with the manufacturer's profit is analyzed. The optimal equilibrium strategy and profit are obtained through reverse induction, including wholesale price, greenness, retail, as well as the optimal profit of manufacturers and retailers and the retailer's utility.

推论5-3和5-4揭示，在零售商具有利他偏好的情况下，消费者的绿色偏好能够促进产品绿色度和价格的提升，并且与零售商利润、供应链总利润及零售商效用呈显著正相关。这表明，即使零售商因利他行为牺牲部分利润，消费者的绿色购买欲对供应链和零售商效用仍有正面影响。

Corollaries 5-3 and 5-4 reveal that when retailers have altruistic preferences, consumers’ green preferences can promote product greenness and price, and are related to retailer profits, total supply chain profits, and retailer utility. Significant positive correlation. This shows that even if retailers sacrifice part of their profits due to altruistic behavior, consumers' green purchasing desire still has a positive impact on the supply chain and retailer utility.

消费者绿色偏好对制造商利润的影响受制造商间竞争强度、绿色创新投入系数及零售商利他偏好程度的共同作用。当绿色创新投入适中，零售商利他程度低，且竞争减弱时，制造商利润随绿色偏好提升而增加；若竞争强烈，则关系相反。若零售商愿意让利，制造商间的竞争将不再是问题，绿色偏好的提升将有利于制造商利润。然而，过度竞争可能不利于重视绿色创新的制造商的长期发展。

The impact of consumers' green preference on manufacturers' profits is jointly affected by the intensity of competition among manufacturers, the coefficient of green innovation input, and the degree of altruistic preference of retailers. When green innovation input is moderate, the degree of retailer altruism is low, and competition is weakened, manufacturers' profits increase with the increase of green preference; if competition is strong, the relationship is the opposite. If retailers are willing to make concessions, competition among manufacturers will no longer be a problem, and the improvement of green preference will be beneficial to manufacturers' profits. However, excessive competition may be detrimental to the long-term development of manufacturers who value green innovation.

推论5-5和5-6深入探讨了零售商利他偏好对供应链中最优均衡结果、各方利润及零售商效用的影响。推论5-5指出，当零售商的利他偏好增强时，会促使制造商提高批发价格和产品绿色度。然而，零售价格的变化则与制造商的竞争强度和绿色创新投入紧密相关。具体来说，如果制造商之间的竞争不激烈，且对绿色创新的投入较少，零售价格会随着利他偏好的增加而上升；相反，若制造商加大绿色创新投入，零售价格则可能下降。在制造商竞争激烈的情况下，零售价格会随着利他偏好的增加而降低。

Corollaries 5-5 and 5-6 further explore the impact of retailers’ altruistic preferences on the optimal equilibrium results, profits of all parties, and retailers’ utility in the supply chain. Corollary 5-5 points out that when retailers’ altruistic preferences increase, it will prompt manufacturers to increase wholesale prices and product greenness. However, changes in retail prices are closely related to the competition intensity and green innovation investment of manufacturers. Specifically, if the competition among manufacturers is not fierce and the investment in green innovation is small, the retail price will rise as the altruistic preference increases; on the contrary, if the manufacturer increases the investment in green innovation, the retail price may fall. In the case of fierce competition among manufacturers, the retail price will decrease as the altruistic preference increases.

推论5-6则强调了零售商利他行为对自身收益的减少和制造商收益的增加效应。随着利他偏好水平的提高，对批发价格和产品绿色度的影响更为显著，尽管零售价格的变化受多种因素影响。由于制造商收益的增长，供应链总收益也随之增加。零售商的利他偏好行为对供应链的长期发展具有积极作用，能够吸引对绿色消费敏感的顾客，激发制造商在绿色产品创新上的积极性，进而可能导致产品定价的上升。长远来看，零售商的利他偏好行为对供应链是有益的，但鉴于其对零售商自身利润的负面影响，零售商作为供应链的领导者，需要在与制造商的关系中寻求平衡，以确保供应链的稳定和持续发展。

Corollary 5-6 emphasizes the effect of retailers' altruistic behavior on reducing their own profits and increasing the manufacturer's profits. As the level of altruistic preference increases, the impact on wholesale prices and product greenness is more significant, although changes in retail prices are affected by multiple factors. As manufacturer revenue increases, total supply chain revenue also increases. Retailers' altruistic preference behavior has a positive effect on the long-term development of the supply chain. It can attract customers who are sensitive to green consumption and stimulate manufacturers' enthusiasm for green product innovation, which may lead to an increase in product pricing. In the long run, retailers' altruistic preference behavior is beneficial to the supply chain, but in view of its negative impact on the retailer's own profits, retailers, as leaders of the supply chain, need to seek a balance in their relationships with manufacturers to Ensure the stability and sustainable development of the supply chain.

三、知识补充（Knowledge supplement）

利他偏好在供应链管理中，尤其是在涉及绿色产品和可持续发展的情境下，可以显著影响消费者行为。以下是利他偏好可能对消费者行为产生影响的几个方面：

Altruistic preferences can significantly influence consumer behavior in supply chain management, especially in situations involving green products and sustainable development. The following are several ways in which altruistic preferences may influence consumer behavior:

1.提高绿色产品吸引力：零售商的利他偏好可能促使他们更加积极地推广绿色产品，这可以通过提高产品的绿色度、降低环境影响或提供更多环保选项来实现，从而吸引更多关注环保的消费者。

1. Improving the attractiveness of green products: Retailers’ altruistic preferences may prompt them to promote green products more actively, which can be achieved by increasing the greenness of products, reducing environmental impact, or providing more environmentally friendly options, thereby attracting more environmentally conscious consumers.

2.增强消费者信任：当零售商展现出利他行为，如支持环保、公平贸易或社会责任时，消费者可能会对这些企业产生更高的信任感，这可以增强消费者的忠诚度和购买意愿。

2. Enhanced consumer trust: When retailers demonstrate altruistic behaviors, such as supporting environmental protection, fair trade, or social responsibility, consumers may have a higher sense of trust in these businesses, which can enhance consumer loyalty and purchase intention.

3.影响消费者感知价值：利他偏好可以改变消费者对产品或服务的感知价值。如果消费者认为零售商在考虑他们的利益和环境影响，他们可能更愿意为这些产品支付溢价。

3. Influence on consumer perceived value: Altruistic preferences can change consumers’ perceived value of products or services. If consumers believe that retailers are considering their interests and environmental impact, they may be more willing to pay a premium for these products.

4.促进消费者教育：零售商的利他行为可以作为教育消费者关于绿色产品和可持续消费实践的手段。通过提供信息和教育，零售商可以帮助消费者做出更环保的购买决策。

4. Promote consumer education: Retailers’ altruistic behavior can serve as a means to educate consumers about green products and sustainable consumption practices. By providing information and education, retailers can help consumers make more environmentally friendly purchasing decisions.

5.激发消费者参与：利他偏好可以激发消费者的参与感，使他们更愿意参与到企业的环保活动中，如回收计划、节能减排挑战等。

5. Stimulate consumer participation: Altruistic preferences can stimulate consumers' sense of participation, making them more willing to participate in the company's environmental protection activities, such as recycling programs, energy conservation and emission reduction challenges, etc.

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翻译：谷歌翻译

参考资料：谷歌、Chat GPT

参考文献：葛根哈斯.考虑公平偏好的竞争型绿色供应链定价决策和动态协调研究[D].北京科技大学, 2023.