消費者友好型廠商，垂直市場結構與進口國福利

Consumer-friendly Manufacturer, Vertical Contract and Domestic Welfare

本文旨在探討上游外國廠商承擔企業社會責任（CSR）對開放經濟體的影響。在垂直市場結構中，我們考慮上下游廠商採用談判的方式決定線性批發價格。首先，在自由貿易的情況下，上游外國廠商的“消費者友好”行為可以實現更高的消費者剩餘和社會福利；然而，主動承擔企業社會責任的舉措往往以利潤下降為代價，這種策略似乎對“消費者友好型”廠商沒有多少益處。其次，當我們將模型進行擴展，考慮到本國實行策略性貿易政策的情形。此時，上游外國廠商將有更多的激勵來承擔企業社會責任。重要的是，這種“消費者友好”舉措促進了消費者剩餘和社會福利的提升，將有效降低進口國的關稅壁壘，實現“企業——消費者——政府”的三贏。最後，我們的模型為外國廠商主動承擔企業社會責任提供了理論依據。通過福利分析揭示出的相關政策啟示，將有益於企業社會責任的培育和發展。

This paper investigates the feasibility and desirability of foreign manufacturer's consumer-oriented CSR. We analyze a simple bilateral monopoly situation where the foreign manufacturer bargains with a domestic retailer on linear wholesale price. Intuitively, we find that foreign manufacturer's consumer-friendly behavior will realize higher consumer welfare and social welfare. With regard to firm's profitability, the result shows that under free trade, CSR always requires sacrifice of foreign manufacturer's profits: it seems not practicable for a privately beneficial solution. However, when home country sets strategic trade policy, the foreign manufacturer is found to have more incentive to implement CSR, because the consumer-friendly concern can mitigate government’s political hostility. To conclude, our model provides a theoretical rationale for foreign firm's CSR initiatives and bears practical implications for both far-sighted entrepreneurs and regulatory authorities.