考虑产品绿色创新的互补产品供应链决策与优化研究

The supply chain with complementary products exists widely in reality，and has its unique characteristics, in which exists competition among supply chain members, but needs more among collaboration and cooperation for the supply chain channel. With the green development becoming the inevitable choice of economic and social development, green innovation of products has brought new opportunities for supply chain management. Meanwhile, it has brought new challenges to the theory and method of supply chain management with complementary products. Therefore, we will study the supply chain with complementary products in this project, considering the product correlation and consumer’s green preference, and the Multi-agent behavioral of supply chain, to explore the decision and optimization of complementary product supply chain based on green innovation. The project consists of 3 parts: 1) The decision of complementary products' green innovation and diffusion; 2) The strategy of Complementary product bundling and pricing in supply chain based on green innovation; 3) Cooperation and optimization strategies of complementary product supply chain considering green innovation. This research project will produce some important results, which can expand the theory and methods for supply chain management and green innovation, and help the enterprise managers practice green innovation of products in the supply chain, and enhance the enterprises’ service level and competitiveness.

互补产品供应链在现实中广泛存在，具有其独特的特点，既存在供应链成员间的竞争，但更强调供应链成员间的协同与合作。随着绿色发展理念成为经济社会发展的必然选择，产品绿色创新为供应链管理带来了新的发展机遇，同时为互补产品供应链管理理论和方法带来了新的挑战。因此，本项目以互补产品供应链为研究对象，考虑互补产品相关性、消费者的绿色偏好和供应链多主体行为因素，研究考虑产品绿色创新的互补产品供应链决策与优化。课题主要关注三部分内容：1）互补产品的绿色创新与扩散决策；2）考虑绿色创新产品的互补产品供应链捆绑与定价策略；3）考虑产品绿色创新的互补产品供应链合作与优化。本项目的研究将产生重要的理论结果，可以拓展供应链管理和绿色创新领域的理论和方法；有助于企业管理者在供应链运作中实践产品绿色创新，提升企业的服务水平和竞争力。

随着互补产品市场成为企业竞争力优势的重要来源，捆绑销售、协同创新等互补产品战略被越来越多企业重视和运用。另一方面，消费者和企业的环保意识逐渐增强，绿色生产和绿色消费成为社会经济的主旋律。本项目考虑互补产品相关性、捆绑效应、绿色创新溢出效应，研究了考虑产品绿色创新的互补产品供应链成员决策和供应链优化策略。首先，在分析和研究互补产品市场需求和供应链结构的基础上，构建了互补产品绿色创新与渠道选择决策模型，研究发现在特定的环境下，绿色创新供应商通过线下渠道扩散绿色产品更合适，同时互补产品的相关性程度会对扩散渠道和绿色创新决策产生影响。其次，从互补产品供应链运营决策优化的角度，构建了考虑产品绿色创新的互补产品供应链捆绑销售与定价决策模型，研究得到了供应链的绿色创新策略和销售策略，同时发现互补供应商的绿色创新与否会直接影响到供应链成员的绿色创新努力和销售策略。最后，建立了不同合作模式下的最优决策模型，研究了考虑绿色创新的互补产品供应链最优合作模式，发现互补产品供应商联盟有利于提高供应链绿色创新努力和绩效，而面对政府的绿色补贴，零售商对供应商的成本分摊则可以提高补贴效果，实现帕累托改进。