绿色产品定价与市场入侵研究:基于市场权力结构的视角

为研究绿色产品定价与市场入侵问题,针对由两个制造商和一个零售商组成的系统,构建了制造商主导、零售商主导以及供需双方均势等三种权力结构模型,分析了权力结构、消费者绿色偏好等因素对绿色产品定价和市场入侵的影响。研究发现:绿色产品入侵市场存在可行条件,并且绿色产品市场入侵会导致普通产品制造商的利润损失;市场入侵对零售商有利,说明零售商会有动机引入绿色产品;绿色产品入侵市场和市场权力结构均会影响各个企业最优定价策略,其中拥有主导权的企业会选择高价策略;权力结构会影响供需双方的利润分配,以及导致系统利润的损失。

Pricing and Market Eentry of the Green Product: Based on the Perspective of Power Structures

Considering a supply chain composed of two competing manufactures and a retailer, the retailer is supplied by two manufacturers, i.e., the brown product produced by a brown product manufacturer and the green product produced by a green manufacturer. According to the power structure differences, three types of models are constructed in this paper, which are manufacturer-dominated structure, retailer-dominated structure and power equivalent structure. By the solutions, we derive, for each supply chain participant, the optimal profit of system, and the equilibrium pricing, demands, profits under each power structures. Our analysis shows that the existence of green product manufacturer's market entry is beneficial to the retailer, though it could be harmful to the brown product manufacturer under certain conditions. Furthermore, faced with the green product manufacturer's entry, the market encroachment and the different power structures may softens the price competition, and it leads to the lower profit for the incumbent manufacturer, the higher profit of the retailer and the system. This implies that the manufacturer or the retailer unfair advantage decreases the profit of whole supply chain.