慧学（61）：精读复刻论文代售模式模型构建

摘要：In this issue, the editor will introduce the consignment model construction of the journal article “Research on Green Product Mark

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“慧学（61）：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》代售模式模型构建”。

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“Hui Xue (61): Intensive reading of the replicated article ‘Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing’ consignment model construction”.

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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《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》的代售模式模型构建。

In this issue, the editor will introduce the consignment model construction 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、代售模式的基本特征和利润函数（Basic characteristics and profit function of the consignment model）

在代售模式下，制造商通过电商平台直接面向消费者销售产品，平台按销售额收取佣金，佣金率记为η。决策顺序为：制造商先确定产品的销售价格p和绿色度e，平台再根据市场反应和制造商决策选择数智驱动营销努力t。现实中，亚马逊平台的佣金比例通常为售价的6%—25%，京东平台多数品类为5%—12%。

In the consignment sales model, manufacturers sell products directly to consumers through e-commerce platforms. The platforms charge commissions based on sales volume, with the commission rate denoted as η. The decision-making process is as follows: the manufacturer first determines the product's selling price p and its environmental friendliness e; then, the platform selects a digitally driven marketing effort t based on market response and the manufacturer's decision. In reality, Amazon's commission rate is typically 6%–25% of the selling price, while JD.com's commission rate for most categories is 5%–12%.

制造商利润函数为：πm(p,e)=(1−η)pq−αe2/2；平台利润函数为：πp(t)=ηpq−βt2/2.其中，α表示绿色投资成本系数，反映制造商提高产品绿色度的边际成本；β表示数智驱动营销成本系数，反映平台开展营销活动的边际成本。制造商利润来源于扣除佣金后的销售收益减去绿色投资成本，平台利润来源于佣金收入减去营销成本。

The manufacturer's profit function is: πm(p,e)=(1−η)pq−αe²/2; the platform's profit function is: πp(t)=ηpq−βt²/2. Here, α represents the green investment cost coefficient, reflecting the marginal cost for the manufacturer to improve the greenness of its products; β represents the digital-driven marketing cost coefficient, reflecting the marginal cost for the platform to conduct marketing activities. The manufacturer's profit comes from sales revenue after deducting commissions, minus the green investment cost; the platform's profit comes from commission revenue minus marketing costs.

2、均衡结果和比较静态分析（Equilibrium results and comparative static analysis）

通过求解利润最大化问题，可以得到产品绿色度ea、销售价格 pa、平台营销努力ta、市场需求量qa和各方最优利润的闭式表达式。结果表明，绿色投资成本α、营销成本β、消费者绿色敏感系数k以及数智驱动营销敏感系数l共同影响均衡决策。当α或β增加时，产品绿色度、销售价格、市场需求量、平台营销努力和制造商及平台利润都会下降。成本上升导致制造商和平台减少投入，从而抑制市场需求并降低供应链绩效。当消费者的绿色敏感系数k增大时，制造商会提高产品绿色度和售价，带动需求增长并提升利润。当消费者的数智驱动营销敏感系数l增大时，平台会增加营销投入，进一步提升产品销量和整体收益。

By solving the profit maximization problem, closed-form expressions for product greenness (ea), selling price (pa), platform marketing effort (ta), market demand (qa), and the optimal profit for each party can be obtained. The results show that green investment cost (α), marketing cost (β), consumer green sensitivity coefficient (k), and digitally driven marketing sensitivity coefficient (l) jointly influence the equilibrium decision. When α or β increases, product greenness, selling price, market demand, platform marketing effort, and manufacturer and platform profits all decrease. Increased costs lead manufacturers and platforms to reduce investment, thereby suppressing market demand and reducing supply chain performance. When the consumer's green sensitivity coefficient (k) increases, manufacturers will increase product greenness and selling price, driving demand growth and increasing profits. When the consumer's digitally driven marketing sensitivity coefficient (l) increases, the platform will increase marketing investment, further increasing product sales and overall revenue.

3、管理启示（Management insights）

研究表明，企业在代售模式下应控制绿色投资成本和数智驱动营销成本，可通过技术创新、规模化生产或政策补贴降低支出，防止投入下降造成绩效下滑。同时，平台可以运用宣传活动和数智化营销方式提升公众环保意识，增强消费者对绿色产品和智能营销的敏感度，扩大市场需求。通过降低成本端压力并激发需求端潜力，制造商和平台能够实现收益增长，推动绿色产品普及，促进供应链的可持续发展。

Research indicates that businesses operating under a consignment model should control green investment costs and digitally driven marketing costs. This can be achieved through technological innovation, large-scale production, or policy subsidies to reduce expenditures and prevent performance decline due to decreased investment. Simultaneously, platforms can leverage promotional campaigns and digital marketing methods to raise public awareness of environmental protection, enhance consumer sensitivity to green products and smart marketing, and expand market demand. By reducing cost pressures and stimulating demand potential, manufacturers and platforms can achieve revenue growth, promote the adoption of green products, and foster sustainable supply chain development.

三、知识补充（Knowledge supplementation）

1、比较静态分析（Comparative static analysis）

比较静态分析是管理经济学中的一种基础性分析方法，旨在通过比较参数变化前后的均衡状态，探讨特定因素对经济系统的影响机制。其核心思想在于隔离单一变量的作用，从而为多因素条件下的复杂系统研究提供清晰的逻辑框架。该方法利用数学模型比较外生变量变化时内生变量的数值差异，着重分析不同均衡状态之间的结果对比，而不关注系统从一个状态到另一个状态的调整过程。“静态”特征正体现在这种对比仅限于变量调整前后的稳定状态。通过推导分析，还可用于检验理论命题的有效性，并将单一因素的影响从整体效应中分离出来。

Comparative static analysis is a fundamental analytical method in managerial economics, aiming to explore the impact mechanism of specific factors on an economic system by comparing equilibrium states before and after parameter changes. Its core idea lies in isolating the effect of single variables, thus providing a clear logical framework for studying complex systems under multi-factor conditions. This method uses mathematical models to compare the numerical differences of endogenous variables when exogenous variables change, focusing on analyzing the comparison of outcomes between different equilibrium states, rather than focusing on the adjustment process of the system from one state to another. The "static" characteristic is reflected in the fact that this comparison is limited to the stable states before and after variable adjustment. Through deductive analysis, it can also be used to test the validity of theoretical propositions and separate the influence of single factors from the overall effect.

2、最优控制（Optimal control）

最优控制是指在既定约束条件下，寻求能够使系统性能指标达到最大化或最小化的控制策略。该理论体现了系统向更高层次有序化发展的内在要求，属于最优化问题的研究范畴，并与最优化理论在性质与理论基础上具有一致性。对于具有确定初始状态的系统而言，当控制变量仅依赖于时间且不利用系统状态信息时，称之为开环最优控制；而当控制信号随系统状态、参数或外部环境的变化而调整时，则被称为自适应控制。

Optimal control refers to the strategy of maximizing or minimizing system performance indicators under given constraints. This theory reflects the inherent requirement for systems to develop towards higher levels of order, falls within the research scope of optimization problems, and is consistent with optimization theory in terms of properties and theoretical foundation. For systems with a definite initial state, when the control variable depends only on time and does not utilize system state information, it is called open-loop optimal control; while when the control signal adjusts with changes in system state, parameters, or external environment, it is called adaptive control.

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翻译：Google翻译

参考资料：百度、Chatgpt