| 马骏,闵杰.时尚品租售供应链的绿色广告决策研究[J].安徽建筑大学学报,2024,32(3):80-89 |
| 时尚品租售供应链的绿色广告决策研究 |
| Research on Green Advertising Decision in Fashion Leasing-selling Supply Chain |
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| DOI： |
| 中文关键词: 租售混合渠道 绿色广告 Stackelberg博弈 产品定价 |
| 英文关键词: mixed leasing and retail channels green advertising Stackelberg game product pricing |
| 基金项目:国家自然科学基金项目（72271004） |
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| 中文摘要: |
| 共享经济推动时尚品制造商进入租赁市场，而绿色广告强调产品或服务的环保特性，能够吸引支持低碳减排的消费者。考虑由一个时尚品制造商和一个租赁平台构成的租售混合渠道供应链，通过博弈论模型研究时尚品租售定价与广告决策。根据制造商与平台合作后的绿色广告投放方式分为四种模式：全部不投放广告模式（NN模式）、仅制造商投放广告模式（YN模式）、仅平台投放广告模式（NY模式）、全部投放广告模式（YY模式）。研究发现：（1）制造商一定会选择与平台合作，但制造商和平台的合作模式主要与绿色广告效率有关，绿色广告效率较小时，制造商和平台都倾向于YY模式；当绿色广告效率较大时，制造商和平台都倾向于NN模式；（2）制造商与平台的利润都与生产成本呈负相关，与残值呈正相关；（3）无论在哪种模式下，制造商制定的销售价格保持不变。 |
| 英文摘要: |
| The sharing economy is driving many fashion goods manufacturers to enter the rental market and provide rental services.Green advertising can attract consumers who support low-carbon emissions reduction by emphasizing the environment friendliness ofproducts or services. Considering a fashion goods mixed leasing and retail channel consisting of a fashion goods manufacturer and aleasing platform, this paper studies the fashion goods leasing and selling pricing decision and advertising decision through a game theory model. According to the cooperation between the manufacturer and the platform, as well as green advertising placement, there arefour strategies: both don’t advertising (NN strategy), only manufacturer advertising (YN strategy), only platform advertising (NY strategy), and both advertising (YY strategy). It is found that the manufacturer will definitely choose to cooperate with platforms, while the cooperation strategy is mainly determined by the green advertising efficiency. Both the manufacturer and the platform tend to the YY strategy when the green advertising efficiency is low, and tend to the NN strategy when the green advertising efficiency is high. The profits ofthe manufacturer and the platform are negatively correlated with production costs and positively correlated with residual values. Besides,regardless of green advertising placement strategies, the sales price set by the manufacturer remains unchanged. |
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