关键词: 市场入侵, 供应链, 预期后悔, 低碳偏好, 均衡策略

Abstract: In recent years, the problem of global warming has become increasingly prominent, and sustainable development has received more and more attention. The report of the 20th National Congress of the Communist Party of China points out that it is necessary to accelerate the development of green and low-carbon industries and actively promote the green and low-carbon transformation of lifestyles and consumption patterns. As a result, the industry attaches great importance to low-carbon manufacturing, more and more companies are recognizing the importance of taking environmental responsibility, and consumer preference for low-carbon products is increasing. On the other hand, with the rapid development of e-commerce and the gradual improvement of the market system, consumers are gradually moving from offline to online. Market entry barriers in many industries have also been greatly reduced, and green product manufacturers are beginning to encroach on the market for similar common products through online channels to capture market share. In addition, the market encroachment strategy needs to be formulated with a detailed analysis of consumer needs. Since the products have new features and attributes introduced by green manufacturers when they encroach on the market, even though companies publicize their new products through online and offline media before they are sold, consumers are not sure whether they will benefit from these new attributes until they actually buy and use them, and they may regret the purchase.
In the above context, this paper considers a green supply chain system consisting of an incumbent manufacturer, a retailer, and an entrant manufacturer, where the incumbent manufacturer sells common products through the retailer and the entrant manufacturer sells similar and differentiated green products through the online channel. The entrant manufacturer consists of a manufacturing division and a downstream retail division, and there are two market encroachment strategies: (1)Direct selling encroachment: the entrant manufacturer and the downstream retail division are fully integrated, and the product is sold directly to the consumer through the online channel. (2)Agent selling encroachment: the entrant manufacturer and the downstream retail division are separated to make decentralized decisions with the goal of maximizing their own profits. At the same time, to study the problem of entrant manufacturer market encroachment strategy selection and analyze the impact of market encroachment and consumer’s anticipated regret on supply chain equilibrium decisions and profits, an entrant manufacturer direct selling encroachment model and an agent selling encroachment model are established with consumer anticipated regret and low-carbon preference. Finally, we conduct numerical simulations to further analyze the impact of consumer carbon sensitivity factor and anticipated regret sensitivity on supply chain members’ decisions and profits under different market encroachment strategies.
The results show that when the consumer’s anticipated regret sensitivity and the carbon sensitivity factor are satisfied, the entrant manufacturer can always gain more profit from the agent selling encroachment strategy, but the carbon reduction is higher than the direct selling encroachment strategy only when the direct sales cost is larger. Agent selling encroachment strategies do not necessarily hurt incumbent manufacturer and retailer profits, and there exists a Pareto improvement region. Consumer’s carbon sensitivity factors always positively affect entrant manufacturer and retail division, and negatively affect incumbent manufacturer and retailer. The presence of anticipated regret weakens the impact of consumer carbon sensitivity factors on supply chain members, while negatively impacting entrant manufacturer as a whole, but facilitates the improvement of profits for incumbent manufacturers and retailers, and the possibility of win-win situation for supply chain members.
There are still many deficiencies in this paper that need to be further studied. This paper only considers that entrant manufacturers will implement carbon emission reductions, and in reality, incumbent manufacturers can also implement carbon emission reductions to satisfy consumer’s low-carbon preferences, so it is possible to explore the optimal market encroachment strategy of entrant manufacturers when both implement carbon emission reductions, and further consider the situation in which consumers have different sensitivities to anticipated regret for products of the incumbent manufacturer and those of the entrant manufacturer.

Key words: market encroachment, supply chain, anticipated regret, low carbon preference, equilibrium strategy