慧学(120):精读复刻论文《数智驱动营销下企业网络平台供应链的绿色产品策略研究》协调性分析(4)

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“慧学（120）：精读复刻论文《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》协调性分析（4）”。

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“Hui Xue (120): Intensive reading of the replicated article ‘Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing’ coordination analysis (4)”.

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本期推文小编将从思维导图、精读内容、知识补充三个方面为大家介绍期刊论文《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》的协调性分析（4）。

In this issue, the editor will introduce the coordination analysis (4) of the journal article “Research on Green Product Marketing Strategy of Enterprise Network Platform Supply Chain under Data-driven Marketing” from three aspects: mind mapping, intensive reading content, and knowledge supplement.

一、思维导图（Mind mapping）

二、精读内容（Intensive reading content）

1、产品绿色度变化（Changes in product greenness）

在代售模式下，平台实施成本共担契约会对产品绿色度产生显著影响当成本共担比例 θ 较小、平台佣金率 η 较低时，成本共担契约下产品的绿色度相比单纯代售明显提高，绿色度变化量为正。这表明成本共担激励制造商增加绿色投资，从而提升产品环保特性。然而，当 θ 或 η 过大时，绿色度变化量出现负值，说明高成本分担比例或高佣金率会抑制制造商的绿色投入，因为制造商需要分担更多营销成本，利润压力增加，导致绿色投资动机减弱。

Under the consignment model, the implementation of cost-sharing agreements by the platform has a significant impact on the greenness of products. When the cost-sharing ratio θ is small and the platform commission rate η is low, the greenness of products under the cost-sharing agreement is significantly higher than that of simple consignment, and the change in greenness is positive. This indicates that cost-sharing incentivizes manufacturers to increase green investment, thereby improving the environmental characteristics of products. However, when θ or η is too large, the change in greenness becomes negative, indicating that a high cost-sharing ratio or a high commission rate will inhibit manufacturers' green investment, because manufacturers need to share more marketing costs, increasing profit pressure and weakening the motivation for green investment.

2、制造商利润变化（Manufacturer profit changes）

成本共担契约不仅影响绿色度，也对制造商利润产生显著影响。复刻结果显示：当成本共担比例 θ 较小、平台佣金率 η 较低时，制造商在 AC 模式下利润变化量为正，表明成本共担增加了制造商收益，即使绿色投资和分担的营销成本有所上升，但高市场需求和销售价格带来的收益更大。当 θ 增大或 η 增高时，利润变化量可能变负，表明制造商不愿意参与高成本共担，因为过高的成本分担会增加绿色投资和营销成本，削弱利润。此规律符合帕累托改进的逻辑：成本共担比例较小时，需求量增加、销售价格提升带来的收益高于绿色投资与成本分担带来的负担，使制造商在契约下获得更大利润；当成本共担比例较大时，制造商倾向回到单一代售模式。

Cost-sharing contracts not only affect greenness but also significantly impact manufacturer profits. Replication results show that when the cost-sharing ratio θ is small and the platform commission rate η is low, the change in manufacturer profits under the AC model is positive, indicating that cost-sharing increases manufacturer revenue. Even with increased green investment and shared marketing costs, the benefits from high market demand and higher selling prices outweigh the gains. When θ or η increases, the change in profit may become negative, indicating that manufacturers are unwilling to participate in high cost-sharing because excessive cost sharing increases green investment and marketing costs, weakening profits. This pattern aligns with the logic of Pareto improvement: when the cost-sharing ratio is small, the benefits from increased demand and higher selling prices outweigh the burdens of green investment and cost sharing, allowing manufacturers to obtain greater profits under the contract; when the cost-sharing ratio is large, manufacturers tend to revert to a single-distribution model.

3、平台利润变化（Platform profit changes）

平台利润的变化趋势与绿色度和制造商利润密切相关。复刻分析显示：在 θ 较小、η 较低时，平台利润变化量为正，说明销售价格、市场需求量以及平台营销努力带来的收益大于其成本支出，因此平台愿意参与成本共担。但当 θ 或 η 增大时，销售价格下降、成本共担压力增大，平台利润变化量可能为负，表明平台不再愿意让制造商分担营销成本，保持单一代售关系。总体来看，成本共担契约在低成本比例下可实现经济和生态效益的双赢。

The trend of platform profit changes is closely related to greenness and manufacturer profits. Replication analysis shows that when θ and η are small, the change in platform profit is positive, indicating that the benefits from sales price, market demand, and platform marketing efforts outweigh their costs, thus the platform is willing to participate in cost-sharing. However, when θ or η increases, sales prices decrease and cost-sharing pressure increases, potentially leading to a negative change in platform profit. This suggests the platform is no longer willing to have manufacturers share marketing costs, maintaining a single-agent relationship. Overall, cost-sharing agreements can achieve a win-win situation for both economic and ecological benefits at a low-cost ratio.

三、知识补充（Knowledge supplementation）

1、经济共赢（Win-win economic cooperation）

指在多主体合作或互动过程中，各参与方通过资源整合、协作创新或战略协同，实现整体经济利益最大化的状态。在经济共赢模式下，不同主体不仅获得自身利益的提升，同时也促进整体系统的效率和价值增长，从而形成互利、可持续的经济发展格局。典型应用包括供应链协作、联合研发、共享投资和市场合作等。

This refers to a state in which multiple stakeholders cooperate or interact, maximizing overall economic benefits through resource integration, collaborative innovation, or strategic synergy. In a win-win economic model, different stakeholders not only enhance their own interests but also promote the efficiency and value growth of the overall system, thus forming a mutually beneficial and sustainable economic development pattern. Typical applications include supply chain collaboration, joint R&D, shared investment, and market cooperation.

2、生态效益共赢（Win-win ecological benefits）

指在生态资源利用和环境管理过程中，通过协同行动和合理规划，使各方在维护生态系统健康、提高资源利用效率的同时，也获得自身发展利益，实现环境保护与经济或社会效益的同步提升。生态效益共赢强调可持续性、低碳排放和资源循环利用，其目标是通过多方协作将生态保护成果转化为共享价值，典型场景包括绿色供应链、循环经济、可持续农业和清洁能源开发等。

Ecological benefit sharing refers to the coordinated action and rational planning in the process of ecological resource utilization and environmental management, enabling all parties to maintain the health of the ecosystem, improve resource utilization efficiency, and simultaneously achieve the simultaneous improvement of environmental protection and economic or social benefits. Ecological benefit sharing emphasizes sustainability, low carbon emissions, and resource recycling. Its goal is to transform the achievements of ecological protection into shared value through multi-party collaboration. Typical scenarios include green supply chains, circular economy, sustainable agriculture, and clean energy development.

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翻译：Google翻译

参考资料：百度、Chatgpt

参考文献：陈翼, 孙晓曼, 张宁等. 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 [J]. 中国管理科学, 2024, 32(5): 81-92.

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