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“覃学苦练（19）：精读期刊论文《基于消费者绿色偏好和渠道竞争的制造商分散式入侵策略》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’"
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一、思维导图（Mindmapping）
今天小编给大家带来期刊论文：《基于消费者绿色偏好和渠道竞争的制造商分散式入侵策略》引言部分的精读分享。将从引言所涵盖的研究背景、相关研究综述及研究目的三方面来剖析这部分内容。
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、精读内容（Detail Reading Content）
（一）研究背景（Research background）
首先作者介绍了两个主要方面的相关背景，一个是有关消费者绿色偏好备受关注的方面：生态经济、电子商务和物流行业快速发展，消费者更关注产品绿色性和可持续性，企业实施绿色供应链管理可满足环保需求。另一个是有关双渠道供应链的普遍：很多品牌厂商开始，开通线上直销渠道与传统批发渠道构成双渠道供应链，因此形成了渠道冲突影响着零售商利润和制造商自身甚至供应链的整体利润。
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）
接着综述了绿色供应链、双渠道的供应链及制造商入侵的相关研究， 并指出了各研究现存的不足之处。
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）
大多从绿色决策和消费者绿色偏好等角度分析。例如，周艳菊等研究了在契约下对绿色产品需求的影响。
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）
大多数考虑定价决策、渠道竞争和绿色决策方面。例如，王桐元等研究渠道竞争对绿色供应链的利润影响，林志炳等研究制造商进入线上渠道的条件。
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）
主要说明了制造商入侵会对零售商的利润造成损失，但在特定情况下会实现共赢。例如Arya等研究了在传统批发零售渠道成本足够大时的情况，Ha等研究了在产品质量看作外生变量时的情况，郑本荣等研究了在制造情形下的情况。
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，绿色供应链与双渠道供应链的研究较少分析制造商如何响应消费者绿色意识开发绿色产品。而在制造商入侵的研究中，有关制造商入侵研究较少分析制造商分散式入侵及相关影响。
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）
最后文章明确指出了本文的研究目的，以双渠道的绿色供应链为研究对象，构建集中式入侵和分散式入侵模型，分析消费者绿色偏好和渠道竞争对供应链的成员决策的影响，比较两种入侵策略下的相关指标，为企业决策和政府政策设计提供管理建议。
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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翻译：讯飞星火翻译
参考文献：李进,刘格格,张海霞,等.基于消费者绿色偏好和渠道竞争的制造商分散式入侵策略[J].中国管理科学,2024,32(7):281-290.
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文字：qin
排版：qin
审核|Yue