考虑制造商社会责任的供应链定价与渠道选择策略

管理评论 ›› 2021, Vol. 33 ›› Issue (12): 316-323.

考虑制造商社会责任的供应链定价与渠道选择策略

李诗杨¹, 周楠^2,3, 蹇洁¹

1. 重庆邮电大学经济管理学院, 重庆 400065;
2. 长江师范学院财经学院, 重庆 408100;
3. 重庆工商大学长江上游经济研究中心, 重庆 400067

收稿日期:2018-09-25 出版日期:2021-12-28 发布日期:2022-01-25
作者简介:李诗杨,重庆邮电大学经济管理学院讲师,博士;周楠,长江师范学院财经学院讲师,重庆工商大学长江上游经济研究中心博士研究生;蹇洁,重庆邮电大学经济管理学院教授,博士
基金资助:
教育部人文社会科学研究项目（19YJC630084）；重庆市社会科学规划项目（2018QNGL35；2020QNGL34）；重庆市教育委员会科学技术研究项目（KJQN202000634；KJQN201800627）

Pricing and Channel Strategies in Supply Chain Considering Social Responsibility of Manufacturers

Li Shiyang¹, Zhou Nan^2,3, Jian Jie¹

1. College of Economics and Management, Chongqing University of Posts and Telecommunications, Chongqing 400065;
2. School of Finance and Economics, Yangtze Normal University, Chongqing 408100;
3. Research Center for Economy of Upper Reaches of the Yangtze River, Chongqing Technology and Business University, Chongqing 400067

Received:2018-09-25 Online:2021-12-28 Published:2022-01-25

摘要/Abstract

摘要： 本文通过理论模型的构建，研究了一个社会责任制造商和传统零售商组成的供应链在不同渠道策略下的定价决策模型，进而分析了制造商社会责任对均衡结果的影响，然后从供应链视角、社会整体福利视角提出了制造商的最优渠道策略。研究发现：单渠道策略下，制造商社会责任的增加会降低产品价格，提高供应链利润和社会整体福利；制造商开辟网上渠道，会降低产品的销售价格，提高产品的整体销量；当社会责任系数低于一定阈值时，合理的供应链内部利润转移机制可以解决网上渠道开辟所引发的供应链成员间矛盾冲突，从而达到制造商、传统零售商和消费者的三赢；当社会责任高于一定阈值时，制造商将失去开通网上渠道的动机。

关键词: 社会责任, 供应链, 定价, 渠道策略

Abstract: By constructing a theoretical pricing decision model of a supply chain that consists of a manufacturer who assumes social responsibility and a retailer who aims to maximize profit, this paper examines the pricing decision under different channel strategies, then analyzes the impact of social responsibility of the manufacturer on equilibrium and proposes the optimal channel strategies from the perspective of supply chain and social welfare. The results show that under single channel strategy, higher social responsibility of the manufacturer will lead to lower prices, higher supply chain profit and better social welfare. When the manufacturer opens online channels, products will be sold at lower prices but in a larger quantity. When its social responsibility lowers to a level below certain threshold, proper transfer of supply chain profit can solve the channel conflict caused by manufacturer encroachment, and finally result in a "win-win" result among the manufacturer, the retailer and consumers. When its social responsibility rises to a level above certain threshold, the manufacturer would no longer have the motivation to open online channel.

Key words: social responsibility, supply chain, pricing, channel strategies

李诗杨, 周楠, 蹇洁. 考虑制造商社会责任的供应链定价与渠道选择策略[J]. 管理评论, 2021, 33(12): 316-323.

Li Shiyang, Zhou Nan, Jian Jie. Pricing and Channel Strategies in Supply Chain Considering Social Responsibility of Manufacturers[J]. Management Review, 2021, 33(12): 316-323.

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