张涑贤 翟晓娜

摘  要：针对低碳制造商与电商平台组成的平台型供应链决策模型，同时考虑公平关切对最优决策的影响，文章探讨了电商平台不具有公平关切、具有有利不公平厌恶和不利不公平厌恶情形下的均衡决策，在不利不公平厌恶下提出了服务成本共担契约来改进供应链。研究发现：（1）低碳水平、低碳制造商和电商平台的利润与低碳偏好呈正相关。（2）电商平台收取的佣金与销售价格、服务水平和电商平台的利润呈正相关;与低碳水平和低碳制造商的利润呈负相关。（3）电商平台的有利不公平厌恶系数与低碳水平、销售价格、服务水平、低碳制造商和供应链整体利润呈正相关;与电商平台的利润呈负相关。（4）电商平台的不利不公平厌恶与低碳水平、销售价格、服务水平、低碳制造商、电商平台以及供应链整体的利润均呈负相关。通过文章设计的服务成本共担契约可以同时实现低碳水平、制造商和电商平台利润的帕累托改进。

关键词：平台型供应链;有利不公平厌恶;不利不公平厌恶;服务成本共担契约

中图分类号：F713.360    文献标识码：A

Abstract： This paper establishes a platform supply chain decision-making model consisting of a low carbon manufacturer and an e-commerce platform， while taking into account the impact of fairness concern on optimal decision-making， and makes a comparative analysis of the equilibrium decision-making under the circumstances that the e-commerce platform does not have fairness concerns， has advantageous inequity aversion and disadvantageous inequity aversion. Under disadvantageous inequity aversion， the service cost sharing contract is proposed to improve the supply chain performance. The results show that：（1）Low carbon level， profits of low carbon manufacturer and e-commerce platform are positively correlated with low carbon preference.（2）Commission charged by e-commerce platforms is positively correlated with sales price， service level and profits of e-commerce platforms， and negatively correlated with low carbon level and profits of low-carbon manufacturer.（3）The coefficient of advantageous inequity aversion of e-commerce platform is positively correlated with low carbon level， sales price， service level， the profit of low carbon manufacturer and overall supply chain， and negatively correlated with profit of e-commerce platform.（4）The coefficient of disadvantageous inequity aversion of e-commerce platform is negatively correlated with low carbon level， selling price， service level， the profit of low carbon manufacturer， e-commerce platform and overall supply chain. Through the service cost sharing contract can realize the Pareto improvement for the low carbon level， the profit of the manufacturer and the e-commerce platform.

Key words： platform supply chain; advantageous inequity aversion; disadvantageous inequity aversion; cost-sharing contract

0  引  言

近年來，全球变暖成为国际社会高度关注的全球性重大问题，进而推动“低碳经济”的发展和消费者环保意识的提升。同时，随着“互联网”技术的发展，平台型供应链日益兴起，具有低碳偏好的消费者也会更加倾向于在网上购买低碳产品。因此越来越多的制造商开始转型生产低碳产品。此外，随着消费者权利意识的不断增强，越来越多的消费者也开始对电商平台提出“公平性”要求，这使得电商平台不得不考虑公平关切因素[1]。……