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"Qin Xuejian (19): Intensive Reading of the Journal Paper "Manufacturers' Decentralized Invasion Strategies Based on Consumer Green Preferences and Channel Competition"
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Dear, this is LearningYard Academy.
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’"
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一、思维导图（Mindmapping）
Today, the editor brings you the intensive reading and sharing of the introductory part of the journal paper: "Manufacturers' Decentralized Invasion Strategies Based on Consumer Green Preferences and Channel Competition". This part of the content will be analyzed from three aspects: the research background covered in the introduction, the review of relevant research, and the purpose of the study.
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、精读内容（Detail Reading Content）
（一）研究背景（Research background）
First, the author introduces the background of two main aspects, one is the aspect of consumers' green preference that has attracted much attention: the rapid development of the ecological economy, e-commerce and logistics industries, consumers are more concerned about the greenness and sustainability of products, and enterprises can implement green supply chain management to meet environmental protection needs. The other is the prevalence of dual-channel supply chains: many brand manufacturers have begun to open online direct sales channels and traditional wholesale channels to form a dual-channel supply chain, so channel conflicts have formed that affect the profits of retailers and the overall profits of manufacturers and even the supply chain.
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）相关研究综述（A review of related research）
Then, the relevant studies on green supply chain, dual-channel supply chain and manufacturer invasion are reviewed, and the existing shortcomings of each research are pointed out.
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.绿色供应链的研究（Research on Green Supply Chain）
Most of them are analyzed from the perspectives of green decision-making and consumer green preferences. For example, Zhou et al. studied the impact on the demand for green products under the contract.
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.双渠道供应链的研究（Research on Dual-channel Supply Chain）
Most consider aspects of pricing decisions, channel competition, and green decisions. For example, Wang Tongyuan et al. studied the impact of channel competition on the profitability of green supply chains, and Lin Zhibing et al. studied the conditions for manufacturers to enter online channels.
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）
It mainly shows that a manufacturer invasion will cause a loss of profit for retailers, but in certain cases it will be 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.
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.
Among the above studies, there are few studies on green supply chain and dual-channel supply chain, which analyze how manufacturers respond to consumers' green awareness and develop green products. However, in the research on manufacturer invasion, there is less analysis of manufacturer fragmentation and related impacts.
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）
Finally, this paper clearly points out the research purpose of this paper, taking the dual-channel green supply chain as the research object, constructing a centralized invasion and decentralized invasion model, analyzing the impact of consumers' green preference and channel competition on the decision-making of supply chain members, comparing the relevant indicators under the two invasion strategies, and providing management suggestions for enterprise decision-making and government policy design.
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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Translation: iFLYTEK Xinghuo Translation
References: Li Jin, Liu Gege, Zhang Haixia, et al. Manufacturer's decentralized invasion strategy based on consumer green preference and channel competition[J].Chinese Journal of Management Science,2024,32(7):281-290.)
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