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“覃學苦練（19）：精讀期刊論文《基于消費者綠色偏好和管道競争的制造商分散式入侵政策》引言”
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Today, the editor brings you an article "Qin Xue's hard training (19): Introduction to‘Decentralized Invasion Strategies of Manufacturers Based on Consumers' Green Preferences and Channel Competition’"
Welcome your visit.
一、思維導圖（Mindmapping）
今天小編給大家帶來期刊論文：《基于消費者綠色偏好和管道競争的制造商分散式入侵政策》引言部分的精讀分享。将從引言所涵蓋的研究背景、相關研究綜述及研究目的三方面來剖析這部分内容。
Today, the author brings you the intensive reading and sharing of the introduction part of the journal paper "Decentralized Invasion Strategies of Manufacturers Based on Consumers'Green Preferences and Channel Competition". This part will be analyzed from three aspects: the research background, the related research review and the research purpose.
二、精讀内容（Detail Reading Content）
（一）研究背景（Research background）
首先作者介紹了兩個主要方面的相關背景，一個是有關消費者綠色偏好備受關注的方面：生态經濟、電子商務和物流行業快速發展，消費者更關注産品綠色性和可持續性，企業實施綠色供應鍊管理可滿足環保需求。另一個是有關雙管道供應鍊的普遍：很多品牌廠商開始，開通線上直銷管道與傳統批發管道構成雙管道供應鍊，是以形成了管道沖突影響着零售商利潤和制造商自身甚至供應鍊的整體利潤。
First of all, the author introduces the background of two main aspects, one is concerned about the consumer's green preference: the rapid development of ecological economy, e-commerce and logistics industry, consumers pay more attention to the green and sustainability of products, and enterprises implement green supply chain management to meet environmental protection needs. The other is the prevalence of dual-channel supply chain: many brand manufacturers begin to open online direct channels and traditional wholesale channels to form a dual-channel supply chain, thus forming channel conflicts that affect the profits of retailers and manufacturers themselves and even the overall profits of the supply chain.
（二）相關研究綜述（A review of related research）
接着綜述了綠色供應鍊、雙管道的供應鍊及制造商入侵的相關研究， 并指出了各研究現存的不足之處。
Then it reviews the related research of green supply chain, dual-channel supply chain and manufacturer invasion, and points out the shortcomings of the existing research.
1.綠色供應鍊的研究（Research on Green Supply Chain）
大多從綠色決策和消費者綠色偏好等角度分析。例如，周豔菊等研究了在契約下對綠色産品需求的影響。
Most of them are analyzed from the perspective of green decision-making and green preferences of consumers. For example, Zhou Yanju and others have studied the impact of the contract on the demand for green products.
2.雙管道供應鍊的研究（Research on Dual-channel Supply Chain）
大多數考慮定價決策、管道競争和綠色決策方面。例如，王桐元等研究管道競争對綠色供應鍊的利潤影響，林志炳等研究制造商進入線上管道的條件。
Most consider aspects of pricing decisions, channel competition, and green decisions. For example, Wang Tongyuan and others study the profit impact of channel competition on green supply chain, and Lin Zhibing and others study the conditions for manufacturers to enter online channels.
3.制造商入侵的研究（A Study on Manufacturer Invasion）
主要說明了制造商入侵會對零售商的利潤造成損失，但在特定情況下會實作共赢。例如Arya等研究了在傳統批發零售管道成本足夠大時的情況，Ha等研究了在産品品質看作外生變量時的情況，鄭本榮等研究了在制造情形下的情況。
It mainly explains that the invasion of manufacturers will cause losses to the profits of retailers, but in certain circumstances it will achieve a win-win situation. For example, Arya et al. studied the situation when the cost of traditional wholesale and retail channels is large enough, Ha et al. studied the situation when product quality is regarded as an exogenous variable, and Zheng Benrong et al. studied the situation in the manufacturing situation.
在上述研究中，綠色供應鍊與雙管道供應鍊的研究較少分析制造商如何響應消費者綠色意識開發綠色産品。而在制造商入侵的研究中，有關制造商入侵研究較少分析制造商分散式入侵及相關影響。
In the above research, the research on green supply chain and dual-channel supply chain seldom analyzes how manufacturers develop green products in response to consumers'green awareness. In the study of manufacturer intrusion, the study of manufacturer intrusion seldom analyzes the decentralized intrusion of manufacturers and its related effects.
（三）研究目的（Purpose of the study）
最後文章明确指出了本文的研究目的，以雙管道的綠色供應鍊為研究對象，建構集中式入侵和分散式入侵模型，分析消費者綠色偏好和管道競争對供應鍊的成員決策的影響，比較兩種入侵政策下的相關名額，為企業決策和政府政策設計提供管理建議。
Finally, this paper clearly points out the research purpose of this paper, takes the dual-channel green supply chain as the research object, constructs a centralized invasion and decentralized invasion model, analyzes the impact of consumer green preference and channel competition on the decision-making of supply chain members, compares the relevant indicators under the two invasion strategies, and provides management suggestions for enterprise decision-making and government policy design.
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翻譯：訊飛星火翻譯
參考文獻：李進,劉格格,張海霞,等.基于消費者綠色偏好和管道競争的制造商分散式入侵政策[J].中國管理科學,2024,32(7):281-290.
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文字：qin
排版：qin
稽核|Yue