考虑大数据营销和风险规避的绿色供应链决策与协调

通过建立考虑大数据营销及零售商风险规避的博弈模型,对绿色供应链定价、产品绿色度及利润进行比较分析。研究发现:无论集中决策、双方风险中性分散决策还是仅零售商风险规避分散决策,考虑大数据营销时的供应链整体期望利润和产品绿色度较高,且大数据营销效率因子对产品绿色度的增加有正向作用;双方风险中性分散决策下,一定条件下,两部定价契约能够有效协调供应链整体利润,实现帕累托改进;仅零售商风险规避分散决策下,零售商的风险规避行为会降低其对大数据营销的投入,一定条件下,两部定价契约也能够实现供应链整体期望利润的帕累托改进。

Green Supply Chain Decision Making and Coordination Considering Big Data Marketing and Risk Avoidance

The paper establishes a game model that considers the big data marketing and the retailer’s risk attitude,and makes a comparative analysis of green supply chain pricing,product greenness and profit.It finds that supply chain overall expected and product greenness are higher in the model of considering big data marketing,and the big data marketing efficiency factor has a positive effect on the increase in product greenness,whether it is centralized scenario,decentralized scenario with the risk-neutral retailer and manufacturer or decentralized scenario with risk-neutral manufacturer and risk-averse retailer.When the retailer and manufacturer are both risk neutral,two part tariff contract can effectively coordinate overall supply chain profits and achieve Pareto improvement when certain conditions are met.When only the retailer is risk averse,the risk-averse behavior of the retailer can reduce its investment of big data,and the two part tariff contract can also achieve the Pareto improvement of the overall supply chain expected profit.