数智驱动营销下企业网络平台供应链的绿色产品营销策略研究

doi:10.16381/j.cnki.issn1003-207x.2023.1214

Abstract

Abstract:

The rapid development of the global economy has led to the continuous deterioration of the climate and ecological environment， and people are gradually recognizing the importance of green production and development. With the swift advancement of technology， the functionalities of online sales services and data-driven marketing advantages on Internet platforms are becoming increasingly prominent， all of which contribute to the production and sale of green products. A pressing issue arises regarding how manufacturing enterprises engaged in green research and development activities cooperate with platforms to sell products， achieving a win-win in economic， ecological， and social benefits. Therefore， manufacturers investing in green technology are contemplated to produce products and internet platforms utilizing consumer online shopping data to conduct data-driven marketing activities， and a network platform supply chain model composed of a manufacturer and a platform is constructed. The Stackelberg game model was used to study the economic and ecological benefits of cooperative marketing of green products between manufacturers and platforms in different sales models. Furthermore， the issue of manufacturers utilizing cost-sharing contracts to collaborate with network platforms in conducting data-driven marketing of green products is considered， and the accuracy of the results is validated through numerical analysis. It is found that： 1） optimizing green investment and data-driven marketing costs， as well as enhancing consumer sensitivity to green products and data-driven marketing， are conducive to elevating the profit levels of network platform supply chain members and the greenness of products； 2） under the agency selling strategy， the commission rate charged by the network platform is a primary factor affecting the selection of sales strategies by manufacturers and platforms， with a commission rate threshold existing that enables both manufacturers and platforms to obtain more profits compared to a reselling strategy； 3） under the agency selling strategy and reselling strategy， manufacturers can effectively motivate network platforms to sell green products using cost-sharing contract， and there exists a cost-sharing threshold， enabling both manufacturers and network platforms to potentially achieve Pareto-improved profits. Lower commissions charged by the network platform and larger marketing costs shared by manufacturers are conducive to realizing a win-win in economic and ecological benefits. A theoretical foundation is provided for better realizing the comprehensive development of economic and environmental benefits in the supply chain.

Key words: data-driven marketing, green production, platform supply chain, online sales, cost-sharing contract

CLC Number:

X322

Yi Chen,Xiaoman Sun,Ning Zhang, et al. Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing[J]. Chinese Journal of Management Science, 2024, 32(5): 81-92.

Figures/Tables 8

参数	$θ$	$η$	$p$	$e$	$t$	$q$	制造商利润	平台利润
$r$	—	—	0.962264	0.377358	0.377358	0.377358	0.18867924	0.11036
$a$	—	0.15	0.665499	0.595447	0.070053	0.633975	0.29772329	0.043307
	—	0.3	0.698529	0.514706	0.183824	0.615809	0.25735294	0.105597
	—	0.45	0.73501	0.425532	0.309478	0.595745	0.21276595	0.16282
	—	0.6	0.77551	0.326531	0.44898	0.573469	0.16326530	0.21212
	—	0.75	0.820734	0.215983	0.604752	0.548596	0.10799136	0.249476
$r c$	0.1	—	0.962264	0.377358	0.377358	0.792453	0.188679245	0.11036
	0.3	—	1.011169	0.390905	0.502593	0.882329	0.195452732	0.108602
	0.5	—	1.100853	0.387898	0.698216	0.98526	0.193948798	0.089526
	0.6	—	1.165733	0.358343	0.806271	0.99888	0.179171333	0.063402
$a c$	0.1	0.2	0.669885	0.599371	0.078349	0.635089	0.299685451	0.04354
		0.45	0.748821	0.433528	0.350325	0.603913	0.216763869	0.165557
		0.75	0.794056	0.208962	0.650104	0.592524	0.104481077	0.261098
	0.3	0.2	0.682388	0.610558	0.102615	0.63854	0.305278838	0.044208
		0.45	0.779735	0.451426	0.469014	0.634463	0.225712752	0.173654
		0.75	0.665499	0.175131	0.700525	0.728546	0.087565674	0.279965
	0.6	0.2	0.723891	0.647692	0.190498	0.653294	0.323845809	0.046514
		0.45	0.764029	0.442332	0.804241	0.796929	0.221166149	0.198157
		0.75	0.269886	0.071023	0.497159	0.985795	0.035511364	0.173794

参数	$θ$	$η$	$p$	$e$	$t$	$q$	制造商利润	平台利润
$r$	—	—	1.285714	0.571429	0.571429	0.571429	0.2857142	0.204082
$a$	—	0.15	0.853933	0.768278	0.089888	0.786517	0.3841387	0.067668
	—	0.3	0.95	0.712925	0.25	0.7625	0.3564625	0.167188
	—	0.45	1.070423	0.645551	0.450704	0.732394	0.3227752	0.253918
	—	0.6	1.225806	0.56176	0.709677	0.693548	0.2808798	0.30333
	—	0.75	1.433962	0.454721	1.056604	0.641509	0.2273603	0.259167
$r c$	0.1	—	1.285714	0.571429	0.571429	0.857143	0.2897341	0.306748
	0.3	—	1.447284	0.626198	0.805112	0.984026	0.3130990	0.203064
	0.5	—	1.674847	0.613497	1.104294	1.042945	0.3067484	0.122323
	0.6	—	1.724409	0.503937	0.923077	0.913386	0.2519685	0.03968
$a c$	0.1	0.15	0.866059	0.774895	0.101293	0.791082	0.3874475	0.068655
		0.45	1.120588	0.648761	0.524252	0.759172	0.3243806	0.265439
		0.75	1.306174	0.34373	1.069383	0.75366	0.1718650	0.339398
	0.3	0.15	0.901656	0.806745	0.135587	0.805093	0.4033725	0.071587
		0.45	1.243557	0.719954	0.748004	0.857412	0.3599769	0.302072
		0.75	0.853933	0.224719	0.898876	0.988764	0.1123595	0.410049
	0.6	0.15	1.031949	0.923323	0.271565	0.864217	0.4616613	0.082814
		0.45	1.179126	0.682652	1.241185	1.263752	0.3413258	0.396339
		0.75	0.206522	0.054348	0.380435	1.119565	0.0271739	0.148659

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Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing

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