垂直相關市場下的企業社會責任與要素訂價策略

Corporate Social Responsibility and Input Pricing Strategies in Vertically Related Markets

本文建立一個垂直相關模型，考慮下游廠商的企業責任行為，以比較上游獨占供應商差別訂價與單一訂價的福利效果。在模型中，一家上游獨占廠商提供生產要素給對消費者具有企業社會責任之兩下游廠商以生產最終財，而上游獨占的原料供應商則採取單一訂價或差別訂價。我們發現：若兩下游廠商對消費者具有相同企業社會責任程度，則不論上游採取差別或單一訂價，若下游廠商的社會責任程度提高，則兩廠商的產量皆會增加，但其利潤皆下降，上游廠商利潤會提高，此外，單一訂價下的社會福利大於差別訂價。若僅有一家下游廠商對消費者具有社會責任，則當該廠商的社會責任程度提高時，在上游採取差別訂價下，兩下游廠商的利潤皆下降、上游廠商利潤則會提高；但是在單一訂價下，具企業社會責任之廠商的利潤可能上升或下降。此外，當兩廠商的成本差距較小時，差別訂價下的社會福利會大於單一訂價。 This paper develops a vertically related market model to compare the welfare effects of two pricing strategies of a monopoly supplier. In the model, an upstream monopoly supplier that provides inputs to two downstream consumer concern CSR firms to produce final goods adopts a discriminatory or a uniform pricing strategy. We found that, when the two downstream firms adopt the same level of CSR, no matter the pricing is discriminatory or uniform pricing, the output level of two downstream firms will increase but profit will decrease with the CSR level. The social welfare level of uniform pricing will always be greater than discriminatory pricing; when only one of the downstream firms adopts CSR, then under discriminatory pricing the profit level of the two downstream firms will decrease with the CSR level, while under uniform pricing, the profit level of the CSR firm may increase or decrease with the degree of CSR level, moreover, if the cost difference between the two downstream firms is small. Discriminatory pricing may lead to a higher social than uniform pricing.