摘要：This issue of tweets will introduce the introduction of the intensive reading doctoral thesis "Research on Multi-stage Decision-ma

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“俊学（15）：精读博士论文《基于差异化销售渠道的绿色产品供应链多阶段决策研究》的绪论”

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"JunXue (15): Intensive reading of the introduction to the doctoral dissertation "Research on Multi-stage Decision-making in Green Product Supply Chain Based on Differentiated Sales Channels"

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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《基于差异化销售渠道的绿色产品供应链多阶段决策研究》的绪论。

This issue of tweets will introduce the introduction of the intensive reading doctoral thesis "Research on Multi-stage Decision-making in Green Product Supply Chain Based on Differentiated Sales Channels" from three aspects: mind map, intensive reading content, and knowledge supplement.

一、思维导图（Mind Maps）

二、精读内容（Intensive reading content）

（一）、研究背景（Background）

为保护人类的生存环境并创造低碳社会，企业环境责任在实践上和理论上都受到越来越多的关注。一方面，企业承担着减少碳排放的责任，特别是高能源消耗和高污染的行业；另一方面，过去的几十年见证了一个蓬勃发展的绿色供应链，其不仅关注企业的经济目标，还关注着社会的环境责任。

To protect the human environment and create a low-carbon society, corporate environmental responsibility is receiving increasing attention both in practice and in theory. On the one hand, companies bear the responsibility of reducing carbon emissions, especially those in high-energy-consuming and high-polluting industries. On the other hand, the past few decades have witnessed a thriving green supply chain, which focuses not only on corporate economic goals but also on social environmental responsibilities.

除此之外，对于节能空调，节能取暖器和节能电风扇等具有季节性特征的绿色产品，其市场需求通常会随着季节的变化而出现波动。如果供应链上的企业不能跟随产品销售周期性需求波动以及季节性需求变化来调整市场售价，可能会导致库存积压和品牌形象下降的风险。

Furthermore, market demand for seasonal green products such as energy-saving air conditioners, energy-saving heaters, and energy-saving electric fans often fluctuates with the seasons. If companies in the supply chain fail to adjust prices to reflect cyclical and seasonal demand fluctuations, they risk overstocking and a weakened brand image.

最后，研究企业对于寄售模式、传统模式以及混合销售模式的选择动机，对环境效益以及绿色供应链经济绩效的提升具有重要意义。

Finally, studying the motivations of enterprises in choosing consignment sales model, traditional model and mixed sales model is of great significance to the improvement of environmental benefits and economic performance of green supply chain.

（二）、研究意义（Research significance）

本文通过研究差异化销售渠道、渠道间竞争强度、不同合作模式，需求信息不对称以及不同决策方式等因素对企业多阶段销售决策的影响，不仅能推动有关绿色产品供应链差异化渠道销售相关领域的理论研究，丰富相关领域的理论框架与模型，还可以为企业提供关于上述几个方面的具体决策指引，帮助企业优化绿色产品供应链运营，实现可持续发展目标。

This paper studies the impact of factors such as differentiated sales channels, inter-channel competition intensity, different cooperation models, demand information asymmetry, and different decision-making methods on the multi-stage sales decisions of enterprises. It can not only promote theoretical research in the field of differentiated channel sales of green product supply chains and enrich the theoretical framework and models in related fields, but also provide enterprises with specific decision-making guidance on the above aspects, helping enterprises optimize green product supply chain operations and achieve sustainable development goals.

除此之外，本文是关于绿色产品供应链可持续运营管理与市场营销的交叉领域研究，为供应链各企业的相关运营和多阶段销售策略提供管理见解。不仅在学术层面上具有重要意义，而且对实际应用也具有重要价值。

Furthermore, this paper addresses the intersection of sustainable operations management and marketing within green product supply chains, providing management insights into the operations and multi-stage sales strategies of companies within the supply chain. This research is not only academically significant but also has significant practical applications.

（三）国内外研究现状（Current research status at home and abroad）

1）供应链绿色努力研究（Research on Green Efforts in the Supply Chain）

随着碳排放问题日益严峻，越来越多制造企业通过绿色投资和绿色技术应用，以实现经济效益与环境效益的平衡。国内外学者从绿色供应链的定义、驱动因素、绩效评价、博弈建模、政策干预及消费者行为等多个角度开展了深入研究，指出绿色产品的推广离不开绿色设计、成本控制及政府激励等因素。同时，绿色供应链的竞争已从单一企业竞争转向供应链整体之间的竞争。

As carbon emissions become increasingly severe, more and more manufacturing companies are balancing economic and environmental benefits through green investments and the application of green technologies. Scholars both domestically and internationally have conducted in-depth research from multiple perspectives, including the definition, drivers, performance evaluation, game modeling, policy intervention, and consumer behavior of green supply chains. They have pointed out that the promotion of green products is inseparable from factors such as green design, cost control, and government incentives. Furthermore, competition within the green supply chain has shifted from individual companies to competition among entire supply chains.

本文在此基础上进一步引入制造商多阶段决策和销售渠道多样化（如寄售、转售、混合销售）等现实问题，构建博弈模型分析消费者行为及信息不对称对绿色产品销售策略的影响，并提出契约协调机制以提高供应链整体运营效率，为企业在不确定环境中实施可持续绿色战略提供理论参考与实践指导。

On this basis, this paper further introduces practical issues such as manufacturers' multi-stage decision-making and diversified sales channels (such as consignment, resale, and mixed sales), constructs a game model to analyze the impact of consumer behavior and information asymmetry on green product sales strategies, and proposes a contract coordination mechanism to improve the overall operational efficiency of the supply chain, providing theoretical reference and practical guidance for enterprises to implement sustainable green strategies in an uncertain environment.

三、知识补充（Knowledge Supplementation）

1、双重边际化效应（Double Marginalization Effect）

双重边际化效应是供应链管理和产业经济学中的一个经典概念，用于描述在一个由多个独立决策者组成的垂直供应链中，由于各自追求利润最大化而导致整体供应链效率降低、价格上升、总利润减少的现象。

The double marginalization effect is a classic concept in supply chain management and industrial economics, which is used to describe the phenomenon that in a vertical supply chain composed of multiple independent decision makers, the overall supply chain efficiency decreases, prices rise, and total profits decrease due to the pursuit of profit maximization by each decision maker.

应对策略(Coping strategies):

1）联合定价或纵向整合；2）收益共享机制；3）两部定价（批发价+固定费用）；4）契约协调机制（如回购协议、收入分成等）。

1) Joint pricing or vertical integration; 2) Revenue sharing mechanism; 3) Two-part pricing (wholesale price + fixed fee); 4) Contract coordination mechanism (such as repurchase agreement, revenue sharing, etc.).

2、供应链绿色努力（Green Efforts in the Supply Chain）

供应链绿色努力是指供应链各参与方（如制造商、零售商、供应商等）在运营过程中，主动采取一系列降低环境负面影响、提高资源利用效率的行为和措施，以实现环保与可持续发展的目标。

Supply chain green efforts refer to the proactive adoption of a series of actions and measures by all supply chain participants (such as manufacturers, retailers, suppliers, etc.) to reduce negative environmental impacts and improve resource utilization efficiency during operations in order to achieve the goals of environmental protection and sustainable development.

3、消费者策略性购买行为（Strategic Consumer Behavior）

指消费者在购买决策时，不仅考虑产品本身的价值和当前价格，还会预期未来价格变化或促销活动，从而选择最优时机进行购买的一种理性行为。

It refers to the rational behavior of consumers who, when making purchasing decisions, not only consider the value of the product itself and the current price, but also anticipate future price changes or promotional activities, thereby choosing the best time to make a purchase.

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翻译：谷歌翻译

参考资料：百度百科、Chat GPT

参考文献：许鑫鑫.基于差异化销售渠道的绿色产品供应链多阶段决策研究 [D]. 华北电力大学, 2024.

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来源：LearningYard学苑