Abstract: To maximize the matching degree of product purchase price and consumers utility,and to inspire retailers to attract competitors' customers through Behavior-based Pricing (BBP),the game theory was used to explore the manufacturers’ Behavior-based Wholesale Pricing (BBWP) and differentiated green innovation strategies based on it under the competition of green and common products.Based on deriving the market demand function,three supply chain operation models were constructed and solved successively,which were Model DB1 (without BBWP and unified green innovation),Model DB2 (with BBWP and unified green innovation) and Model DB3 (with BBWP and differentiated green innovation).The results showed that both BBWP and differentiated green innovation could expand the range of conditions for retailers to implement BBP.Whether the pure BBWP strategy would increase or decrease the retail price and wholesale price of the product or not depended on the market share of the original ordinary (green) consumers.The implementation of differentiated green innovation based on BBWP would induce the two types of green products (retaining original customers and attracting new customers) to the trend of “low green and low price”,which leaded to the transfer of some consumers to ordinary products,reducing the profits of green manufacturers and retailers and increasing the profits of ordinary manufacturers and retailers.Therefore,there were significant differences in the model preferences of supply chain members,which were affected by factors such as the market share of the original ordinary (green) consumers and the cost-value ratio of green R&D.

Key words: product competition, green supply chain, behavior-based wholesale pricing, differentiated green innovation

摘要： 为最大程度促进消费者产品购买价格与效用的匹配程度,激发零售商通过基于消费者行为的定价(BBP)吸引对手客户,采用博弈论探讨了绿色和普通产品竞争下,制造商基于消费者行为的批发定价(BBWP)及其基础上的差异化绿色创新策略。在推导产品需求函数的基础上构建并求解了无BBWP且统一绿色创新、有BBWP且统一绿色创新、有BBWP且差异化绿色创新3种供应链运作模型。研究发现,BBWP及差异化绿色创新策略均能扩大零售商实施BBP的条件范围;纯BBWP策略将提高还是降低产品零售价及批发价取决于原普通(绿色)消费者的市场份额;在BBWP基础上实施差异化绿色创新将促使两种绿色产品(保留原客户和吸引新客户)呈现低绿低价趋势,导致部分消费者向普通产品转移,降低绿色制造商、零售商利润而提升普通制造商、零售商利润。供应链成员的模式偏好存在显著差异,且受原普通(绿色)消费者的市场份额、绿色研发成本价值比等因素影响。

关键词: 产品竞争, 绿色供应链, 基于消费者行为的产品批发定价, 差异化绿色创新