摘要：This post will introduce the single-stage decentralized decision-making of the doctoral dissertation "Research on Multi-stage Deci
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“俊学（22）：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》的单阶段分散决策”
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“"JunXue (22): Intensive reading of the doctoral thesis "Study on multi-stage decision-making in the green product supply chain based on differentiated sales channels" on the single-stage decentralized decision-making"
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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》的单阶段分散决策。
This post will introduce the single-stage decentralized decision-making of the doctoral dissertation "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）、线下销售渠道下单阶段分散决策（Decentralized decision-making during the ordering stage of offline sales channels）
1.问题描述（ProblemDescription）
在包含一个制造商和一个零售商的绿色产品供应链上，制造商将绿色产品批发给零售商，零售商再将绿色产品出售给市场上的消费者。在整个销售周期，制造商选择通过线下零售渠道来销售绿色产品。在考虑先行需求的情况下，消费者的需求函数为：D=a-bp+αθ，制造商的绿色投资成本为：1（tθ^2)/2，另外社会福利主要包括消费者剩余，生产者剩余和环境效益，假定²CS=(D²)/2，PS=Πm，EB=θD，因此，社会福利社会福利SW=CS+PS+EB。
In a green product supply chain consisting of a manufacturer and a retailer, the manufacturer wholesales green products to the retailer, who then sells them to consumers in the market. Throughout the sales cycle, the manufacturer chooses to sell green products through offline retail channels. Considering prior demand, the consumer demand function is: , and the manufacturer's green investment cost is: . Furthermore, social welfare primarily consists of consumer surplus, producer surplus, and environmental benefits. Assuming , , , , therefore, social welfare SW = CS + PS + EB.
2.模型构建与求解（Model building and solving）
在上述情景中，制造商通过传统零售商向消费者出售绿色产品，在单阶段销售中，制造商首先制定产品的绿色度和批发价格以及最大化其利润，得到制造商的优化问题公式。
In the above scenario, the manufacturer sells green products to consumers through traditional retailers. In the single-stage sales, the manufacturer first formulates the greenness and wholesale price of the product and maximizes its profit, thus obtaining the manufacturer's optimization problem formula.
目标函数等式右侧第一项为制造商向零售商批发绿色产品的收益，第二项为制造商的绿色创新成本。
The first term on the right side of the objective function equation is the revenue generated by the manufacturer from wholesale green products to retailers, and the second term is the manufacturer’s green innovation cost.
其次，由零售商决定绿色产品的价格，得到零售商的优化问题。其中，该目标函数表示零售商以零售价格向消费者出售绿色产品获得的收益减去从制造商处批发绿色产品的成本。
Secondly, the retailer decides the price of the green product, which results in the retailer's optimization problem. Here, the objective function represents the revenue earned by the retailer from selling the green product to consumers at the retail price minus the cost of wholesale purchase of the green product from the manufacturer.
通过对上述模型的求解，可以得到在该情景下，制造商最优的产品绿色度和批发价格决策，零售商的最优销售价格决策以及最优需求，收益，消费者剩余，环境效益和社会福利。
By solving the above model, we can obtain the optimal product greenness and wholesale price decision of the manufacturer, the optimal sales price decision of the retailer, as well as the optimal demand, revenue, consumer surplus, environmental benefits and social welfare in this scenario.
结果表明，当消费者更加偏好绿色产品时，制造商将加大绿色努力，且在这种情况下，绿色产品的批发价格和市场零售价格都将提高。原因是当消费者的绿色偏好程度上升时，需求增加，制造商就会投入更多的资金来增加产品的绿色度，而零售商则会提高绿色产品的价格来保证利润。
The results show that when consumers prefer green products, manufacturers will increase their green efforts, and in this case, both wholesale and retail prices of green products will increase. This is because when consumers' green preferences increase, demand increases, manufacturers will invest more money to increase the greenness of their products, and retailers will increase the prices of green products to ensure profits.
（二）、垄断性电子零售商销售渠道下单阶段分散决策（Decentralized decision-making in the ordering stage of a monopoly e-retailer's sales channel）
1.问题描述（Problem Description）
在含有一个制造商和一个中小型电子零售商的绿色产品供应链上，制造商采取单阶段销售将绿色产品出售给市场上的消费者。在整个销售周期内，制造商选择通过垄断性电子零售商来销售。其中，制造商和电子零售商的销售合作模式为寄售模式和转售模式。此时，在垄断渠道的需求函数为：D=a-bp+αθ，制作商的绿色投资成本为：（tθ^2)/2，社会福利不变。
In a green product supply chain consisting of a manufacturer and a small- to medium-sized e-retailer, the manufacturer adopts a single-stage sales process, selling green products to consumers. Throughout the sales cycle, the manufacturer chooses to sell through a monopoly e-retailer. The sales partnership between the manufacturer and e-retailer uses consignment and resale models. In this case, the demand function in the monopoly channel is: , the manufacturer's green investment cost is: , and social welfare remains unchanged.
2.寄售模式（Consignment model）
在这种合作模式下，电子零售商提供寄售合约，并将销售业务委托给制造商。因此由制造商决定产品的绿色度和市场销售价格，得到其优化问题及其收益函数如下。
In this collaborative model, the e-retailer offers a consignment contract and delegates sales to the manufacturer. Therefore, the manufacturer determines the product's greenness and market price. The optimization problem and its revenue function are as follows.
通过求解上述模型，得到在寄售模式下，制造商最优的产品绿色度和销售价格决策，以及最优的需求，收益，消费者剩余，环境收益和社会福利等。
By solving the above model, we can obtain the manufacturer's optimal product greenness and sales price decisions under the consignment model, as well as the optimal demand, revenue, consumer surplus, environmental benefits and social welfare.
3.转售模式（Resale model）
在这种合作模式下，制造商将绿色产品批发给电子零售商，然后，电子零售商加价转售给消费者。因此，制造商首先制定产品的绿色度和批发价格以最大化利润。得到制造商的优化问题：
In this collaborative model, manufacturers wholesale green products to e-tailers, who then resell them to consumers at a marked-up price. Therefore, the manufacturer first determines the greenness of the product and the wholesale price to maximize profit. The manufacturer's optimization problem is:
其次，电子零售商决定绿色产品的线上零售价格。电子零售商的优化问题。
通过对上述模型的求解，得到在转售模式情景下，制造商最优的产品绿色度和批发价个决策，电子零售商最优的零售价格决策，最优的需求，收益，消费者剩余，环境效益和社会福利。
By solving the above model, we obtain the optimal product greenness and wholesale price decisions of manufacturers, the optimal retail price decision of e-retailers, the optimal demand, revenue, consumer surplus, environmental benefits and social welfare under the resale model scenario.
对于上述各个模型的求解，比较可得垄断性电子零售商销售渠道下不同的销售模式对产品绿色度和制造商利润的影响。可得结论一：当平台推荐费较低且消费者对电商渠道认知不足时，制造商在寄售模式下会选择最高的产品绿色度；而当平台推荐费较高且消费者对电商渠道较为熟悉时，制造商则会在转售模式下设定最优的产品绿色度。
By solving each of the above models, we can compare the impact of different sales models on product greenness and manufacturer profits within the monopoly e-retailer sales channel. Conclusion 1: When the platform referral fee is low and consumers lack knowledge of the e-commerce channel, manufacturers will choose the highest product greenness under the consignment model. However, when the platform referral fee is high and consumers are more familiar with the e-commerce channel, manufacturers will set the optimal product greenness under the resale model.
结论二：若平台推荐费和消费者对电子零售渠道的熟悉度处于较低水平，制造商更倾向于选择寄售模式；相反，当两者水平较高时，转售模式成为制造商的最优决策。
Conclusion 2: If the platform referral fee and consumer familiarity with e-retail channels are at a low level, manufacturers are more inclined to choose the consignment model; on the contrary, when both are at a high level, the resale model becomes the optimal decision for manufacturers.
三、知识补充（Knowledge Supplement）
1.消费者剩余（Consumer Surplus）
消费者剩余是消费者愿意为某种商品支付的最高价格与实际支付价格之间的差额。换句话说：消费者对商品的主观价值（愿付价格）通常比市场实际售价高，或者当他们以更低的价格买到商品时，就获得了“额外收益”，这个收益就是消费者剩余。
Consumer surplus is the difference between the maximum price a consumer is willing to pay for a good and the price they actually pay. In other words, consumers' subjective value (willingness to pay) for a good is often higher than the actual market price, or when they buy a good at a lower price, they gain "extra benefits"—this benefit is consumer surplus.
2.生产者剩余（Producer Surplus）
生产者剩余是指生产者在某一市场价格下出售产品所获得的收益，减去他们愿意接受的最低价格（成本）后的差额。换句话说，市场给了生产者一个“高于他们成本”的价格，这部分超额收益就是生产者剩余。
Producer surplus is the difference between the profit that producers receive from selling their products at a given market price and the minimum price (cost) they are willing to accept. In other words, the market gives producers a price "above their costs," and this excess profit is producer surplus.
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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.
来源：LearningYard学苑
