The pricing and carbon abatement decisions of a manufacturer selling with marketplace or reselling mode
The pricing and carbon abatement decisions of a manufacturer selling with marketplace or reselling mode
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通过市场或转售模式销售的制造商的定价和碳减排决策
DOI：
10.1111/itor.13025
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发表时间：
2021-06
影响因子：
3.1
通讯作者：
Yiming Fan
中科院分区：
文献类型：
--
作者：
Xiaoping Xu;Ping He;Yiming Fan
本文研究了通过线上平台和线下渠道向具有环保意识的消费者销售产品的制造商的定价和碳减排决策。平台以市场或转售模式运营。考虑到跨渠道溢出效应（CSE），以反映在线渠道销售对线下渠道销售的影响。在市场模式下，制造商直接在平台上将产品销售给消费者，每笔订单向平台支付一定的佣金。在转售模式下，制造商将产品批发给平台，平台再将产品零售给消费者。研究发现，跨渠道效应的增强对厂商和平台的碳减排水平、产量和利润均有正向影响。当CSE高（低）时，市场（转售）模式为制造商提供了比转售（市场）模式更多的利润，并诱导制造商采用更环保的技术。市场模式无法协调制造商和平台，而转售模式可以在CSE为负时进行协调。并将模型推广到全渠道策略下的案例，发现在一定条件下，全渠道策略导致更高的碳减排水平，为制造商带来更多的利润。此外，市场模式无法协调制造商和平台，而转售模式则可以。本文的研究成果不仅丰富了平台化和低碳运营管理的理论研究，而且对平台化和低碳运营管理的管理实践具有指导意义。
In this paper, we study the pricing and carbon abatement decisions of a manufacturer who sells products to consumers with environmental awareness through an online platform and an offline channel. The platform operates with marketplace or reselling mode. Cross‐channel spillover effect (CSE) is taken into account to reflect the impact of online channel sales on offline channel sales. With marketplace mode, the manufacturer directly sells its products to consumers on the platform, paying a commission to the platform for each order. With reselling mode, the manufacturer wholesales products to the platform, who then retails them to consumers. We find that the increase in the cross‐channel effect can positively affect the carbon abatement level, the production quantity and the profits of the manufacturer and platform. Marketplace (reselling) mode provides the manufacturer with more profits than reselling (marketplace) mode and induces the manufacturer to adopt greener technology if the CSE is high (low). Marketplace mode cannot coordinate the manufacturer and platform, while reselling mode can if the CSE is negative. We also extend the models to the case under omnichannel strategy and find that omnichannel strategy leads to higher carbon abatement level and brings more profit to the manufacturer under certain conditions. In addition, marketplace mode cannot coordinate the manufacturer and platform, while reselling mode always can. The findings in this paper not only enrich the theoretical research in platform‐based and low‐carbon operations management but also guide the management practice in these aspects.
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