精读博士论文考虑公平关切商誉竞争型绿色供应链动态协调研究(1)

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

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“喆学（96）：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》

考虑公平关切和商誉的

竞争型绿色供应链动态协调研究(1)”

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"Zhexue (96): Intensive reading of doctoral dissertation

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

Research on dynamic coordination of competitive

green supply chain considering fairness concerns and goodwill (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》考虑公平关切和商誉的竞争型绿色供应链动态协调研究。

This issue of tweets 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 map, intensive reading content, and knowledge supplement. Research on dynamic coordination of competitive green supply chains considering fairness concerns and goodwill.

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)

考虑由一个制造商和两个零售商构成的绿色供应链，制造商作为Stackelberg博弈领导者，零售商均为跟随者。制造商通过引入新技术、改进生产流程等措施进行绿色创新投入;零售商通过各种促销措施引导消费者的环保购物偏好，包括绿色营销、环保折扣、以旧换新计划等。

Consider a green supply chain consisting of a manufacturer and two retailers, where the manufacturer is the leader of the Stackelberg game and the retailers are followers. The manufacturer invests in green innovation by introducing new technologies and improving production processes; retailers guide consumers' environmental shopping preferences through various promotional measures, including green marketing, environmental discounts, and trade-in programs.

首先，假设6-1定义了制造商和零售商在时间 t的绿色创新和销售努力水平，以及他们的成本函数，其中制造商的单位生产成本被视为零。接着，假设6-2通过一个动态方程描述了产品绿色度随时间的自然衰减和技术创新的影响。假设6-3探讨了零售商销售努力和产品绿色度对品牌商誉的正向影响。假设6-4分析了绿色产品市场需求量如何受到零售价格、竞争对手价格和绿色商誉的影响。最后，假设6-5指出制造商和零售商在任何时刻都具有相同的贴现率。这些假设为研究绿色产品的市场行为提供了理论基础。

First, Hypothesis 6-1 defines the green innovation and sales effort levels of manufacturers and retailers at time tt, as well as their cost functions, where the unit production cost of manufacturers is considered to be zero. Next, Hypothesis 6-2 describes the natural decay of product greenness over time and the impact of technological innovation through a dynamic equation. Hypothesis 6-3 explores the positive impact of retailer sales efforts and product greenness on brand reputation. Hypothesis 6-4 analyzes how the market demand for green products is affected by retail prices, competitor prices, and green reputation. Finally, Hypothesis 6-5 states that manufacturers and retailers have the same discount rate at any time. These assumptions provide a theoretical basis for studying the market behavior of green products.

(2)模型建立与分析(Model building and analysis)

1.基准横型：无公平关切定价决策(Benchmark Horizontal Model: Pricing Decisions without Fairness Concerns)

制造商和零售商都假定为公平中性,即他们不关心供应链的利润和分配只将实现自身利润最大化作为决策目标。均衡结果如下：

Manufacturers and retailers are assumed to be fair and neutral, that is, they do not care about the profits and distribution of the supply chain and only take maximizing their own profits as their decision-making goal. The equilibrium results are as follows:

在无公平关切的情况下，零售商通过增加销售成本和手段来提升绿色产品销售，以获取更多利润。消费者对绿色产品的需求增加，会激励制造商加强绿色创新，同时零售商也会更积极地推广绿色消费理念。制造商的绿色创新投入和零售商的销售努力与衰退率、成本系数、贴现率呈负相关。

In the absence of fairness concerns, retailers increase sales costs and means to increase green product sales in order to gain more profits. The increase in consumer demand for green products will encourage manufacturers to strengthen green innovation, and retailers will also be more active in promoting green consumption concepts. Manufacturers' green innovation inputs and retailers' sales efforts are negatively correlated with the recession rate, cost coefficient, and discount rate.

产品绿色度和绿色商誉的稳定值与消费者绿色偏好、技术创新影响系数、绿色度对商誉的影响系数、销售努力对商誉的影响系数、零售商竞争强度呈正相关，与衰退率、成本系数、贴现率呈负相关。

The stable values of product greenness and green goodwill are positively correlated with consumer green preference, technological innovation impact coefficient, the impact coefficient of greenness on goodwill, the impact coefficient of sales effort on goodwill, and retailer competition intensity, and are negatively correlated with the recession rate, cost coefficient, and discount rate.

2.零售商公平关切时的定价决策(Retailers' pricing decisions when considering fairness)

考虑制造商保持公平中性，他们不考虑渠道分配的公平性，而零售商做决策时考虑公平问题，也就是说零售商不仅专注于自己的收益，还努力确保自身付出的努力相对于制造商能够维持相对的收益公平。最优均衡解如下：

Considering that manufacturers maintain fairness and neutrality, they do not consider the fairness of channel allocation, while retailers consider fairness when making decisions, that is, retailers not only focus on their own profits, but also strive to ensure that their efforts can maintain relative fairness in profits relative to manufacturers. The optimal equilibrium solution is as follows:

在两个零售商具有公平关切的情况下，市场对绿色创新的要求随着消费者绿色偏好的增强而提高。零售商之间的竞争促使他们通过更环保的产品来吸引消费者，提高竞争力。绿色创新投入与成本系数负相关，与技术创新对绿色度的影响系数和绿色度对商誉的影响系数正相关。零售商的销售努力水平受公平关切系数和竞争强度影响，公平关切程度高时，竞争强度增加会降低销售努力。在一定竞争范围内，消费者绿色偏好增加会降低销售努力，而销售努力成本系数和对商誉的影响系数增加则提高销售努力。公平关切行为导致制造商减少绿色创新投入，不利于零售商提高销售努力，衰退率和贴现率也对两者产生负面影响。

In the case of two retailers with fairness concerns, the market's requirements for green innovation increase as consumers' green preferences increase. Competition among retailers prompts them to attract consumers and improve their competitiveness through more environmentally friendly products. Green innovation input is negatively correlated with the cost coefficient, and positively correlated with the impact coefficient of technological innovation on greenness and the impact coefficient of greenness on goodwill. The sales effort level of retailers is affected by the fairness concern coefficient and the intensity of competition. When the fairness concern is high, the increase in competition intensity will reduce sales effort. Within a certain range of competition, the increase in consumer green preference will reduce sales effort, while the increase in the sales effort cost coefficient and the impact coefficient on goodwill will increase sales effort. Fairness concern behavior leads manufacturers to reduce green innovation input, which is not conducive to retailers to improve their sales efforts. The recession rate and discount rate also have a negative impact on both.

消费者绿色偏好、产品绿色度对商誉的影响系数、技术创新对绿色度的影响系数、零售商销售努力对商誉的影响系数以及零售商竞争强度正向影响产品绿色度稳定值。而零售商公平关切系数、衰退率、成本系数和贴现率则负向影响。在特定竞争强度范围内，销售努力成本系数和销售努力水平对绿色商誉的影响系数会根据竞争强度的不同而正向或负向影响绿色商誉稳定值。绿色商誉稳定值还受到技术创新和绿色度影响系数的正向影响，以及公平关切系数和创新成本系数的负向影响。

Consumer green preference, the coefficient of product greenness on goodwill, the coefficient of technological innovation on greenness, the coefficient of retailer sales effort on goodwill, and retailer competition intensity have positive effects on the stable value of product greenness. However, the retailer fairness concern coefficient, decay rate, cost coefficient, and discount rate have negative effects. Within a specific range of competition intensity, the coefficient of sales effort cost coefficient and sales effort level on green goodwill will positively or negatively affect the stable value of green goodwill depending on the intensity of competition. The stable value of green goodwill is also positively affected by technological innovation and the coefficient of greenness, and negatively affected by the fairness concern coefficient and the innovation cost coefficient.

三、知识补充（Knowledge supplement）

零售商竞争强度对绿色商誉的影响是一个复杂且动态的过程，可以从以下几个方面来理解：

The impact of retailer competition intensity on green goodwill is a complex and dynamic process that can be understood from the following aspects:

1.竞争与绿色创新的关系：在高度竞争的市场中，零售商可能会增加对绿色产品的投入，以区别于竞争对手并吸引消费者。这种竞争可以推动零售商提高产品的绿色属性，从而可能提升绿色商誉。

1. The relationship between competition and green innovation: In highly competitive markets, retailers may increase their investment in green products to differentiate themselves from competitors and attract consumers. This competition can push retailers to improve the green attributes of their products, which may enhance green goodwill.

2.消费者偏好的影响：如果消费者越来越倾向于购买绿色产品，零售商之间的竞争可能会促使他们更加重视绿色商誉的建立和维护。在这种情况下，竞争强度的增加可能会与绿色商誉的正向增长相关联。

2. The impact of consumer preferences: If consumers are increasingly inclined to buy green products, competition among retailers may prompt them to pay more attention to the establishment and maintenance of green goodwill. In this case, increased competitive intensity may be associated with positive growth in green goodwill.

3.公平关切的作用：零售商的公平关切可能会影响他们对绿色商誉的投资。如果零售商认为公平地对待环境和消费者是重要的，他们可能会在绿色创新和商誉建设上投入更多，即使这在短期内可能会增加成本。

3. The role of fairness concerns: Retailers' fairness concerns may affect their investment in green goodwill. If retailers believe that it is important to treat the environment and consumers fairly, they may invest more in green innovation and goodwill building, even if this may increase costs in the short term.

4.成本与收益的权衡：零售商在考虑绿色商誉时，需要权衡绿色创新的成本和潜在的收益。在高度竞争的市场中，零售商可能会发现，为了维持竞争力，他们需要在绿色商誉上进行投资，即使这可能会增加成本。

4. The trade-off between costs and benefits: When considering green goodwill, retailers need to weigh the costs of green innovation and the potential benefits. In highly competitive markets, retailers may find that in order to remain competitive, they need to invest in green goodwill, even if this may increase costs.

5.市场信号的传递：零售商的竞争行为和绿色商誉的建立可以向消费者传递信号，表明他们对环境责任的承诺。这种信号的传递可以增强消费者对品牌的信任，从而提升绿色商誉。

5. Transmission of market signals: Retailers’ competitive behavior and establishment of green goodwill can send signals to consumers, indicating their commitment to environmental responsibility. The transmission of such signals can enhance consumers’ trust in the brand, thereby enhancing green goodwill.

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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.