考量綠色製造商運用自我補貼綠色產品機制下之定價策略

Abstract

本研究旨在探討綠色產品的製造商自我補貼程度和產品綠化程度對供應鏈的影響。隨著近年來對環境問題的關注不斷增加，製造綠色產品已成為許多企業的重要目標。然而，製造綠色產品所需的投資成本較高和市場規模相對較小，製造商在定價策略和利潤上面臨著挑戰。許多研究也顯示消費者在購買綠色產品時，不僅考慮環境保護因素，還考慮價格和產品實用性。因此，本研究以供應鏈的角度，專注於製造商、零售商和消費者之間的互動關係，以及自我補貼和產品綠化程度對市場均衡和利潤的影響。 本研究發現綠色製造商對綠色產品的自我補貼程度和產品的綠化程度對整體供應鏈具有顯著影響。製造商的自我補貼程度會影響製造商、零售商的定價策略和利潤水平，進而影響綠色產品和非綠色產品的市場均衡數量。同樣地，產品的綠化程度也會對各個廠商的定價策略和利潤產生影響。此外，敏感度分析結果顯示不同的自我補貼程度和綠化程度對產品價格和數量具有不同程度的影響。 基於本研究的結果，建議製造商和零售商在發展綠色產品時應綜合考慮價格策略、綠化程度和市場需求彈性等因素。同時，政府在制定環境政策和法規時應鼓勵綠色製造商通過補貼措施來降低綠色產品的價格，以促進市場需求的增加。此外，消費者教育和宣傳也是推動綠色產品市場發展的重要手段，消費者對綠色產品的認知和接受度將對市場的發展起到重要作用。 本研究的結果提供關於綠色產品供應鏈管理的重要洞察，有助於企業制定更有效的策略來推動綠色產品的發展，同時促進環境可持續發展的目標的實現。

This research aims to investigate the influence of manufacturer self-subsidies and product greenness on the supply chain of green products. With the increasing concern for environmental issues in recent years, manufacturing green products has become a significant objective for many businesses. However, the high investment costs associated with producing green products and the relatively smaller market size pose challenges for manufacturers in terms of pricing strategies and profitability. Numerous studies have also indicated that consumers consider not only environmental factors but also price and product utility when purchasing green products. Therefore, this research focuses on the interaction among manufacturers, retailers, and consumers from a supply chain perspective, as well as the impact of self-subsidies and product greenness on market equilibrium and profitability. The findings of this study reveal that the self-subsidies offered by green manufacturers and the level of product greenness significantly influence the overall supply chain. The extent of self-subsidies affects the pricing strategies and profit levels of manufacturers and retailers, thereby impacting the market equilibrium quantities of green and non-green products. Similarly, the degree of product greenness also influences the pricing strategies and profits of various firms. Furthermore, sensitivity analysis demonstrates that different levels of self-subsidies and product greenness have varying degrees of impact on product prices and quantities. Based on the results of this study, it is recommended that manufacturers and retailers consider a comprehensive approach incorporating factors such as pricing strategies, product greenness, and market demand elasticity when developing green products. Additionally, governments should encourage green manufacturers to reduce the prices of green products through subsidy measures, thereby stimulating an increase in market demand. Consumer education and awareness campaigns are also crucial for promoting the development of the green product market, as consumer perceptions and acceptance of green products play a vital role. The insights provided by this research offer valuable implications for the management of green product supply chains, aiding businesses in formulating more effective strategies to promote the development of green products while fostering the achievement of environmental sustainability goals.