关键词: 绿色产品, 市场入侵, 权力结构, 定价

Abstract: Considering a supply chain composed of two competing manufactures and a retailer, the retailer is supplied by two manufacturers, i.e., the brown product produced by a brown product manufacturer and the green product produced by a green manufacturer. According to the power structure differences, three types of models are constructed in this paper, which are manufacturer-dominated structure, retailer-dominated structure and power equivalent structure. By the solutions, we derive, for each supply chain participant, the optimal profit of system, and the equilibrium pricing, demands, profits under each power structures. Our analysis shows that the existence of green product manufacturer's market entry is beneficial to the retailer, though it could be harmful to the brown product manufacturer under certain conditions. Furthermore, faced with the green product manufacturer's entry, the market encroachment and the different power structures may softens the price competition, and it leads to the lower profit for the incumbent manufacturer, the higher profit of the retailer and the system. This implies that the manufacturer or the retailer unfair advantage decreases the profit of whole supply chain.

Key words: green product, market entry, power structure, pricing