限额交易和碳税监管下的社会影响者溢出效应:市场模式还是转售模式的选择

IF 3.9 4区 管理学 Q2 BUSINESS Asia Pacific Journal of Marketing and Logistics Pub Date : 2024-03-19 DOI:10.1108/apjml-09-2023-0866
Jie Wu, Nan Guo, Zhixin Chen, Xiang Ji
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引用次数: 0

摘要

本文旨在分析影响者溢出效应背景下制造商的生产决策和政府的低碳政策。本文研究了当制造商与中介平台合作,通过市场或转售模式销售产品时,社会影响者溢出效应对制造商生产决策的影响。研究结果首先,在低碳政策下,溢出效应并不总是有利于制造商的利润,而是随着溢出效应的增加而发生非单调变化。其次,在同时存在碳排放约束和溢出效应的情况下,如果制造商或中介平台占据强势地位,则市场模式有利于制造商的利润。第三,当产品的环境损害系数较高时,无论采用哪种商业模式,政府都应实施总量控制和交易监管,在减少制造商碳排放的同时优化社会福利。 本研究为制造商提供了理论和实践研究支持,帮助他们优化生产决策以符合碳排放限制,通过制定有效的影响者营销策略提高利润,并在维持生产活动的同时提供减少碳排放和提高社会福利的策略。原创性/价值本文针对以往研究的局限性,研究了社会影响者溢出效应如何影响制造商在政府低碳政策下的商业模式选择,并分析了当这种溢出效应发生时,不同碳排放限制的社会福利。我们的研究结果为制造商选择最佳营销策略和商业模式以及决策者实施有效法规提供了有价值的见解。
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Social influencer spillover effects under cap-and-trade and carbon tax regulation: the choice between marketplace or reseller mode

Purpose

The purpose of this paper is to analyze manufacturers' production decisions and governments' low-carbon policies in the context of influencer spillover effects.

Design/methodology/approach

This paper investigates the impact of the social influencer spillover effect on manufacturers' production decisions when they collaborate with intermediary platforms to sell products through marketplace or reseller modes. Game theory and static numerical comparison are used to analyze our models.

Findings

Firstly, under low-carbon policies, the spillover effect does not always benefit manufacturer profits and changes non-monotonically with an increasing spillover effect. Secondly, in cases where there are both a carbon emission constraint and a spillover effect present, if either the manufacturer or intermediary platform holds a strong position, then marketplace mode benefits manufacturer profits. Thirdly, regardless of business mode used when environmental damage coefficient is high for products; government should implement cap-and-trade regulation to optimize social welfare while reducing manufacturers’ carbon emissions.

Practical implications

This study offers theoretical and practical research support to assist manufacturers in optimizing production decisions for compliance with carbon emission limits, enhancing profits through the development of effective influencer marketing strategies, and providing strategies to mitigate carbon emissions and enhance social welfare while sustaining manufacturing activities.

Originality/value

This paper addresses the limitations of prior research by examining how the social influencer spillover effect influences manufacturers' business mode choices under government low-carbon policies and analyzing the social welfare of different carbon emission restrictions when such spillovers occur. Our findings provide valuable insights for manufacturers in selecting optimal marketing strategies and business modes and decision-makers in implementing effective regulations.

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来源期刊
CiteScore
7.90
自引率
18.90%
发文量
96
期刊介绍: The Asia Pacific Journal of Marketing and Logistics (APJML) provides a unique focus on marketing and logistics in the Asia Pacific region. It publishes research which focus on marketing and logistics problems, new procedures and practical approaches, systematic and critical reviews of changes in marketing and logistics and cross-national and cross-cultural comparisons of theory into practice. APJML is to publish articles including empirical research, conceptual papers, in-depth literature review and testing of alternative methodologies and theories that have significant contributions to the knowledge of marketing and logistics in the Asia Pacific region. The journal strives to bridge the gap between academia and practice, hence it also publishes viewpoints from practitioners, case studies and research notes of emerging trends. Book reviews of cutting edge topics are also welcome. Readers will benefit from reports on the latest findings, new initiatives and cutting edge methodologies. Readers outside the region will have a greater understanding of the cultural orientation of business in the Asia Pacific and will be kept up to date with new insights of upcoming trends. The journal recognizes the dynamic impact of Asian Pacific marketing and logistics to the international arena. An in-depth understanding of the latest trends and developments in Asia Pacific region is imperative for firms and organizations to arm themselves with competitive advantages in the 21st century. APJML includes, but is not restricted to: -Marketing strategy -Relationship marketing -Cross-cultural issues -Consumer markets and buying behaviour -Managing marketing channels -Logistics specialists -Branding issues in Asia Pacific markets -Segmentation -Marketing theory -New product development -Marketing research -Integrated marketing communications -Legal and public policy -Cross national and cross cultural studies
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