Abstract:

Due to government policy guidance and the increasing environmental awareness among consumers， more and more consumers are willing to pay for green technological innovation， which has prompted many manufacturers to place greater emphasis on green technological innovation. Manufacturers can obtain green technologies not only through independent innovation but also by acquiring technologies through purchase. However， the existence of uncertainty in technological efficiency has， to some extent， affected manufacturers' willingness to engage in independent innovation and has even hindered the promotion of green technologies. In order to explore the decision-making of channel members under different technological innovation modes under manufacturers competition and technological efficiency uncertainty， as well as the impact of technological efficiency uncertainty on manufacturers' preferences for technological innovation modes， a supply chain model consisting of a single technology service provider， a single retailer， and two manufacturers （one green manufacturer and one conventional manufacturer） has been constructed， and the model is analyzed using game theory methods. The results show that： when only the green manufacturer has technological innovation， （1） if the green manufacturer adopts the independent innovation strategy， the improvement of the average technical efficiency is beneficial to the channel members， but the improvement of the fluctuation degree of technical efficiency is unfavorable to the channel members； （2） If the green manufacturer adopts the purchase technology strategy， the impact of the average level and fluctuation degree of technical efficiency on channel members is also related to R&D efficiency. （3） When the R&D efficiency is high， the green manufacturer is more inclined to adopt the purchase technology strategy， otherwise it will adopt the independent innovation strategy. In the model extension section， the robustness of the main conclusions from the previous discussion under the scenario where the manufacturer has exclusive retailers is verified firstly. Then， the situation where both manufacturers engage in technological innovation are explored. The results show that both manufacturers always adopt the same technological innovation strategy. However， due to the increase in the fluctuation of technical efficiency， the degree of risk aversion will have a substantial impact on manufacturers' decision-making. The conclusions have important guiding significance for green supply chain management practices， particularly in the decision-making related to green technological innovation by manufacturers.

Key words: green supply chain, manufacturer competition, technological innovation, technical efficiency uncertainty