绿色营销资金受限的供应链融资策略

doi:10.6040/j.issn.1671-9352.0.2022.617

摘要/Abstract

摘要：

构建零售商绿色营销资金约束的决策模型，对比分析银行融贷(bank credit financing，BCF)和供应链融资(trade credit financing，TCF)2种方案，分别做出传统渠道和双渠道绿色供应链的最优决策，最后通过数值模拟验证结论的有效性。结果表明：(1)传统渠道中，零售商偏爱TCF，随着绿色营销因子增大，供应链整体利润增加。(2)双渠道中，绿色营销因子较低时，零售商融资方式的选择取决于利率水平，随着绿色营销因子和渠道偏好系数的增加，采取TCF更优。(3)综合不同渠道下成员最优决策：双渠道下的成员收益及产品绿色度均优于传统渠道，制造商可主动降低利率促成零售商融资，以增加其订购积极性, 从而提升经济效益。

关键词: 绿色供应链, 绿色营销因子, 银行借贷, 贸易信贷, 渠道偏好

Abstract:

A decision model of retailer green marketing capital constraints was constructed, two schemes of bank credit financing (BCF) and trade credit financing (TCF) were compared and analyzed to make the optimal decisions of the green supply chain under the traditional channel and the dual channel respectively. Finally, the validity of the conclusion was verified by numerical simulation. The results show that: (1) In the traditional channel, retailers prefer TCF, and as the green marketing factor increases, the overall profit of the supply chain rises. (2) In the dual channel, when the green marketing factor was low, the retailer's financing choice depends on the interest rate level, but the supply chain as a whole prefers BCF; as the green marketing factor and channel preference factor increase, and it is easier to achieve a win-win situation by adopting TCF. (3) Combining the optimal decisions of members under different channel structures: members' revenue and product greenness levels are better under the dual-channel structure than in the traditional channel structure, and manufacturers can take the initiative to lower interest rates to facilitate retailers' financing, to increase retailers' incentive to order and thus improve economic efficiency.

Key words: green supply chain, green marketing factor, bank lending, trade credit, channel preference

中图分类号:

F830

苏宁宁,何新华,胡文发. 绿色营销资金受限的供应链融资策略[J]. 《山东大学学报(理学版)》, 2024, 59(11): 126-138.

Ningning SU,Xinhua HE,Wenfa HU. Supply chain financing strategy with limited green marketing funds[J]. JOURNAL OF SHANDONG UNIVERSITY(NATURAL SCIENCE), 2024, 59(11): 126-138.

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决策变量	含义	变量	含义
w_1i	传统渠道绿色产品的批发价格	γ₀	消费者对产品绿色度的敏感系数
w_2i	双渠道绿色产品的批发价格	B	零售商初始绿色营销资金
p_1i	传统渠道产品售价	c	生产成本
p_oi	零售渠道产品售价	ϕ	基础市场需求规模
p_di	线上渠道产品售价	k	绿色营销因子
g_1i	统渠道产品绿色度水平	η	消费者对销售价格的敏感度
g_2i	双渠道产品绿色度水平	I_b	银行借贷利率
a_1i	传统渠道绿色营销投入强度	I_t	贸易信贷利率
a_2i	双渠道绿色营销投入强度	e	制造商绿色投资对成本敏感系数
D_1i	传统渠道市场需求	t	绿色营销成本系数
D_2i	双渠道市场需求	λ	两渠道间的交叉价格弹性系数(0＜λ＜1)
		s	消费者渠道偏好系数

k	w_1b^*	p_1b^*	g_1b^*	a_1b^*	D_1b^*	w_1l^*	p_1l^*	g_1l^*	a_1l^*	D_1l^*
0.2	33.76	45.78	12.02	1.17	9.62	33.64	45.75	12.11	1.18	9.69
0.4	33.93	46.51	12.58	2.44	10.06	33.42	46.40	12.97	2.52	10.38
0.6	34.25	47.87	13.61	3.97	10.89	32.99	47.70	14.71	4.28	11.77
0.8	34.81	50.21	15.39	5.98	12.32	32.14	50.24	18.10	7.03	14.48

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