【摘要】：互聯(lián)網(wǎng)的快速發(fā)展帶動(dòng)了電子商務(wù)的崛起,許多企業(yè)為了搶占市場(chǎng)建立網(wǎng)絡(luò)直銷渠道銷售產(chǎn)品。然而隨著自然環(huán)境的日益惡化、極端天氣頻發(fā)、全球氣溫變暖,政府和消費(fèi)者對(duì)環(huán)境保護(hù)問(wèn)題的關(guān)注度日益提高。我國(guó)剛出臺(tái)的《中華人民共和國(guó)環(huán)境保護(hù)稅法》以及正在醞釀的碳稅政策足以證明政府整治環(huán)境的決心。在這樣的背景下,企業(yè)不僅僅需要承受多渠道間競(jìng)爭(zhēng)的壓力,還要承受來(lái)自政府環(huán)保政策和消費(fèi)者環(huán)保意識(shí)的壓力。因此本文研究了政府的碳稅政策和消費(fèi)者環(huán)保意識(shí)對(duì)雙渠道供應(yīng)鏈成員各項(xiàng)決策的影響,為制造商、零售商和政府的相關(guān)決策提供理論依據(jù)。本文在國(guó)內(nèi)外研究的基礎(chǔ)上,運(yùn)用數(shù)學(xué)建模、理論分析、數(shù)值分析等方法進(jìn)行了研究。首先,本文主要研究了三種典型的雙渠道供應(yīng)鏈模型:獨(dú)立競(jìng)爭(zhēng)雙渠道、零售商雙渠道和制造商雙渠道。分別建立了三種模型的需求函數(shù)和利潤(rùn)函數(shù),采用Stackelberg博弈方法對(duì)三種模型進(jìn)行求解,得到各供應(yīng)鏈結(jié)構(gòu)中制造商和零售商各自的定價(jià)、利潤(rùn)以及碳排放量均衡解的數(shù)學(xué)表達(dá)式。然后,基于求解結(jié)果定量分析了碳稅和消費(fèi)者環(huán)保意識(shí)對(duì)最優(yōu)單位碳排放量、零售價(jià)格、批發(fā)價(jià)格、利潤(rùn)的影響情況,并對(duì)三種供應(yīng)鏈結(jié)構(gòu)的各項(xiàng)最優(yōu)值進(jìn)行了比較分析。最后,根據(jù)求解和分析的結(jié)果,進(jìn)行數(shù)值分析,驗(yàn)證了結(jié)論的正確性。根據(jù)理論和數(shù)值分析的結(jié)果,得到以下三方面的結(jié)論:首先,碳稅和消費(fèi)者環(huán)保意識(shí)確實(shí)會(huì)影響制造商的碳減排策略,但與制造商的類型有關(guān),若制造商為環(huán)保型,提高碳稅和消費(fèi)者環(huán)保意識(shí)可以促進(jìn)碳減排;若制造商為污染型,提高碳稅和消費(fèi)者環(huán)保意識(shí)后減排效果不理想。其次,在定價(jià)策略方面,零售價(jià)格和批發(fā)價(jià)格與碳稅成正相關(guān),與消費(fèi)者環(huán)保意識(shí)成負(fù)相關(guān)。最后,在渠道選擇方面,零售商更傾向于與環(huán)保型制造商合作,并選擇零售商雙渠道模式;制造商則會(huì)首選制造商雙渠道模式,其次是獨(dú)立競(jìng)爭(zhēng)的雙渠道模式。
[Abstract]:The rapid development of the Internet has led to the rise of e-commerce, many enterprises in order to seize the market to establish network direct marketing channels to sell products. However, with the deterioration of natural environment, frequent extreme weather and global warming, governments and consumers are paying more and more attention to environmental protection. The "Environmental Protection tax Law of the people's Republic of China" and the brewing carbon tax policy can prove the government's determination to clean up the environment. In this context, enterprises not only have to bear the pressure of multi-channel competition, but also the pressure from the government environmental protection policy and consumer environmental awareness. Therefore, this paper studies the impact of government carbon tax policy and consumers' environmental awareness on the decisions of the members of the two-channel supply chain, and provides a theoretical basis for manufacturers, retailers and the government to make relevant decisions. Based on the research at home and abroad, this paper uses mathematical modeling, theoretical analysis, numerical analysis and other methods to study. Firstly, this paper mainly studies three typical double channel supply chain models: independent competition double channel, retailer double channel and manufacturer double channel. The demand function and the profit function of the three models are established, and the Stackelberg game method is used to solve the three models. The mathematical expressions of the pricing, profit and carbon emission equilibrium solutions of manufacturers and retailers in each supply chain structure are obtained. Then, the effects of carbon tax and consumers' awareness of environmental protection on the optimal carbon emissions per unit, retail price, wholesale price and profit are quantitatively analyzed based on the results of the solution, and the optimal values of the three supply chain structures are compared and analyzed. Finally, according to the results of solution and analysis, numerical analysis is carried out to verify the correctness of the conclusion. Based on the results of theoretical and numerical analysis, the following three conclusions are drawn: first, carbon tax and consumer environmental awareness do affect the manufacturer's carbon reduction strategy, but it is related to the type of manufacturer, if the manufacturer is environmentally friendly. Increasing carbon tax and consumer environmental awareness can promote carbon emission reduction; If manufacturers are polluter, carbon tax and consumer awareness of environmental protection after the emission reduction effect is not ideal. Secondly, in terms of pricing strategy, retail price and wholesale price are positively correlated with carbon tax and negatively correlated with consumer environmental awareness. Finally, in the aspect of channel selection, retailers tend to cooperate with environment-friendly manufacturers and choose the dual-channel mode of retailers, while manufacturers prefer the dual-channel mode of manufacturers, followed by the two-channel mode of independent competition.
【學(xué)位授予單位】：重慶交通大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：X196;F274

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