慧学（55）：精读复刻论文研究对象和关键词定义

摘要：In this issue, the editor will introduce the research objects and keyword definitions of the journal article “Research on Green Pr

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“慧学（55）：精读复刻论文‘数智驱动营销下企业网络平台供应链的绿色产品营销策略研究’研究对象和关键词定义”。

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“Hui Xue (55): Intensive reading of the replicated article ‘Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing’ research objects and keyword definitions”.

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本期推文小编将从思维导图、精读内容、知识补充三个方面为大家介绍期刊论文《Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing》的研究对象和关键词定义。

In this issue, the editor will introduce the research objects and keyword definitions of the journal article “Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing” from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind mapping）

二、精读内容（Intensive reading content）

1、研究对象（Research subjects）

本研究以数智驱动营销下的网络平台供应链体系为研究对象，聚焦于制造商与网络平台在绿色产品推广过程中的协同决策问题。研究场景设定在数字经济背景下，网络平台凭借其数据聚合与智能分析能力，成为绿色产品连接消费者的重要载体，而制造商则通过绿色技术投资实现生产端的低碳转型。二者在营销策略与成本投入上形成互动博弈关系，共同影响绿色产品的市场表现与供应链整体绩效。

This study focuses on the supply chain system of online platforms under digitally driven marketing, specifically addressing the collaborative decision-making issues between manufacturers and online platforms in the promotion of green products. The research scenario is set within the context of the Digital economy, where online platforms, leveraging their data aggregation and intelligent analysis capabilities, become crucial conduits connecting green products with consumers, while manufacturers achieve low-carbon transformation in production through investments in green technologies. The two parties engage in an interactive game of strategy and cost input, jointly influencing the market performance of green products and the overall performance of the supply chain.

2、关键词定义（Keyword definition）

（1）数智驱动营销（Digital-driven marketing）

数智驱动营销是指企业依托数字化与智能化技术，运用大数据分析、人工智能算法和消费者画像等手段，实现营销过程的精准化、实时化与智能化。其核心在于通过数据洞察消费者偏好，动态优化营销投放与产品推荐，从而提升营销效率与顾客转化率。在网络平台供应链中，数智驱动营销是实现绿色产品精准推广与绿色消费认知的重要驱动力。

Digital-driven marketing refers to enterprises leveraging digital and intelligent technologies, such as big data analytics, artificial intelligence algorithms, and consumer profiling, to achieve precision, real-time updates, and intelligent operation in the marketing process. Its core lies in using data to understand consumer preferences and dynamically optimize marketing campaigns and product recommendations, thereby improving marketing efficiency and customer conversion rates. In the online platform supply chain, digital-driven marketing is a crucial driver for achieving precise promotion of green products and fostering awareness of green consumption.

（2）绿色生产（Green production）

绿色生产是指制造企业在产品设计、生产与运营环节中，通过绿色技术投资与工艺改进，降低资源消耗和污染排放，实现经济效益与生态效益的统一。其核心目标是实现产品全生命周期的环境友好与可持续发展。在本研究中，绿色生产水平由制造商的绿色投资决策决定，是影响供应链整体可持续绩效的关键因素。

Green production refers to the process by which manufacturing enterprises reduce resource consumption and pollution emissions through investment in green technologies and process improvements in product design, production, and operation, thereby achieving a balance between economic and ecological benefits. Its core objective is to achieve environmentally friendly and sustainable development throughout the entire product lifecycle. In this study, the level of green production is determined by the manufacturer's green investment decisions and is a key factor influencing the overall sustainable performance of the supply chain.

（3）网络平台供应链（Network platform supply chain）

网络平台供应链是以电子商务平台为核心节点、由制造商、平台与消费者构成的多主体协同系统。制造商负责产品生产与定价，平台提供数据分析、营销服务与销售渠道，消费者通过平台完成交易。与传统供应链相比，网络平台供应链具有信息透明、双边市场效应和数据驱动决策等特征，是数智化经济条件下供应链协同的新形态。

A network platform supply chain is a multi-entity collaborative system comprised of manufacturers, the platform, and consumers, with e-commerce platforms at its core. Manufacturers are responsible for product production and pricing, the platform provides data analysis, marketing services, and sales channels, and consumers complete transactions through the platform. Compared to traditional supply chains, network platform supply chains are characterized by information transparency, bilateral market effects, and data-driven decision-making, representing a new form of supply chain collaboration in the context of a digital and intelligent economy.

（4）在线销售（Online sales）

在线销售是指依托互联网平台进行商品展示、交易与支付的销售模式。其特征包括信息交互的即时性、消费者行为的可追踪性以及营销活动的可量化性。在线销售为绿色产品的市场推广提供了数字化通道，使企业能够借助数智技术实现精准营销与绿色价值传播。

Online sales refer to a sales model that relies on internet platforms for product display, transactions, and payments. Its characteristics include the immediacy of information interaction, the traceability of consumer behavior, and the quantifiability of marketing activities. Online sales provide a digital channel for the market promotion of green products, enabling businesses to leverage digital technologies to achieve precise marketing and disseminate green value.

（5）成本共担契约（Cost-sharing contract）

成本共担契约是供应链协调机制的一种形式，指供应链成员通过分担营销或绿色投资成本的方式，调整风险与收益分配，以实现整体绩效的提升。该契约能够缓解制造商与平台间的激励不对称问题，促使平台加大营销投入、制造商优化投资决策，从而实现利润与绿色绩效的帕累托改进。

Cost-sharing contracts are a form of supply chain coordination mechanism where supply chain members adjust the distribution of risks and benefits by sharing marketing or green investment costs, thereby improving overall performance. This contract can alleviate the incentive asymmetry between manufacturers and platforms, encouraging platforms to increase marketing investment and manufacturers to optimize investment decisions, thus achieving Pareto improvements in profits and green performance.

（6）可持续供应链（Sustainable supply chain）

可持续供应链是指在供应链的设计、生产、流通与回收各环节中同时考虑经济、环境与社会效益的系统管理模式。其目标是在实现经济收益的同时降低生态负担，促进社会责任履行。在本研究中，可持续供应链的实现依托于制造商的绿色生产投入与平台的数智驱动营销活动的协同。

A sustainable supply chain refers to a systematic management model that simultaneously considers economic, environmental, and social benefits in all stages of the supply chain, including design, production, distribution, and recycling. Its goal is to reduce ecological burden and promote social responsibility while achieving economic benefits. In this study, the realization of a sustainable supply chain relies on the synergy between manufacturers' green production inputs and the platform's digitally driven marketing activities.

三、知识补充（Knowledge supplementation）

1、契约协调机制（Contract coordination mechanism）

在企业与平台合作的供应链中，双方目标往往不同：制造商关注生产与成本，平台更关注销售与流量。契约协调机制就是用来解决这种利益不一致的工具。比如，文中提到的“成本共担契约”，本质上就是让制造商分担部分平台的营销投入，从而激励平台更积极地推广绿色产品。当共担比例设计得当时，双方都能获得比单独行动更高的利润，也就是实现所谓的“帕累托改进”。这种机制的核心价值，在于通过制度化合作，让绿色产品的推广既有经济回报，又能提升供应链的整体效率。

In supply chains where businesses and platforms collaborate, their goals often differ: manufacturers focus on production and costs, while platforms prioritize sales and traffic. Contractual coordination mechanisms are tools used to resolve this misalignment of interests. For example, the "cost-sharing contract" mentioned in the text essentially involves manufacturers sharing some of the platform's marketing costs, thereby incentivizing the platform to more actively promote green products. When the cost-sharing ratio is designed appropriately, both parties can achieve higher profits than acting alone, thus realizing a so-called "Pareto improvement." The core value of this mechanism lies in ensuring that the promotion of green products not only yields economic returns but also improves the overall efficiency of the supply chain through institutionalized cooperation.

2、三重底线理论（Triple bottom line theory）

三重底线是经济底线、环境底线和社会底线的总称，由英国学者约翰·埃尔金顿于1997年提出，主张企业在追求经济效益时需平衡环境和社会责任，形成可持续发展的评估框架。该理论包含三个维度：经济责任要求企业实现盈利、纳税等传统经营目标；环境责任强调减少生态破坏；社会责任涉及保障员工、消费者等利益相关方权益。三者分别对应利润、人类和地球的衡量标准。其核心是将企业责任划分为经济、社会、环境三个平行领域，要求同步实践。

The Triple Bottom Line, a collective term for economic, environmental, and social bottom lines, was proposed by British scholar John Elkington in 1997. It advocates that businesses must balance environmental and social responsibility while pursuing economic benefits, forming a sustainable development assessment framework. This theory comprises three dimensions: economic responsibility requires businesses to achieve traditional business goals such as profitability and tax payment; environmental responsibility emphasizes reducing ecological damage; and social responsibility involves protecting the rights and interests of stakeholders such as employees and consumers. These three correspond to the standards of profit, humanity, and the planet, respectively. Its core principle is to divide corporate responsibility into three parallel domains: economic, social, and environmental, requiring simultaneous implementation.

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翻译：Google翻译

参考资料：百度、Chatgpt