| 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(): |
| 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 |
| 投稿时间：2024-03-14 修订日期：2024-04-28 |
| 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（面上项目，重点项目，重大项目） |
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| 摘要点击次数: 717 |
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| 中文摘要: |
| 共享经济的兴起推动着许多时尚品制造商进入租赁市场，提供租赁服务。绿色广告能够强调产品或服务的环保特性，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，通过博弈论模型来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）。比较时尚品制造商和平台在四种模式下定价决策和利润大小，并与基础模式对比。研究表明：（1）制造商一定会选择与平台进行合作，但制造商和平台的合作模式选择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）无论是在哪种模式下，制造商制定的销售价格保持不变。 |
| 英文摘要: |
| The rise of the sharing economy is driving many fashion goods manufacturers to enter the rental market and provide rental services.Green advertising can emphasize the environmental characteristics of products or services, attracting consumers who support low-carbon emissions reduction.Considering a fashion goods mixed leasing and retail channel consisting of a fashion goods manufacturer and a leasing 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 are four strategies: all members don’t advertising(NN),only the manufacturer advertising(YN strategy),only the platform advertising(NY strategy), and all members advertising(YY strategy). Compare the pricing decisions and profit margins of fashion goods manufacturers and platforms under five strategies. The findings are as follows:(1) manufacturer will definitely choose to cooperate with platforms, but the choice of cooperation strategy between the manufacturer and the platform is mainly related to the efficiency of green advertising,when the efficiency of green advertising is low, both the manufacturer and the platform tend to adopt the YY strategy,when the efficiency of green advertising is high, both the manufacturers and the platforms tend to adopt the NN strategy;(2) the profits of the manufacturer and the platform are negatively correlated with production costs and positively correlated with residual values;(3)under any strategy, the sales price set by the manufacturer remains unchanged. |
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