| In the context of global timber resource constraints,timber resources scarcity has a more serious impact on the development of the forest industry,especially a huge impact on traditional wood processing enterprises such as furniture.Wooden furniture enterprises,as an important part of Heilongjiang’s forest industry,experienced a booming development stage before the complete cessation of commercial logging of natural forests(referred to as "Full Cessation of Logging").The "Full Cessation of Logging" has caused timber resource constraints,which in turn leads to rising raw material costs,resulting in industry shrinkage,substantial shrinkage of revenue,operational difficulties,hindered development,etc.in the field of Heilongjiang wood furniture industry,forcing these enterprises to achieve sustainable development through transformation.However,the current transformation process of wooden furniture enterprises in Heilongjiang Province is still relatively lagging behind,with such problems still widespread as confusion about the directions of transformation,unclear transformation goals,imbalanced development patterns,hindered ecological development.The primary reason is the inability to sell "good products" at "good prices",which results in that companies cannot realize premiums to compensate for rising costs and sustainably generate revenue.It is of great practical significance for the transformation of Heilongjiang’s forest industry to explore and solve the issue of premium realization in wooden furniture enterprises.Based on the policy background of green development and the international experience of green transformation of manufacturing industry,this paper takes the market green demand as the entry point,comprehensively reviews the past literature,obtains the basic knowledge of "resource constraint forces the transformation of wooden furniture enterprises",digs the systematic connection among resource constraint,green transformation and green premium,and initially establishes the logic line of "resource constraint-enterprise transformation-green transformation-whole value chain-marketization path-green premium".By reviewing and summarizing the forest resources endowment of Heilongjiang Province,the impact of “Full Cessation of Logging” policy,the present situation of Heilongjiang wooden furniture industry and its development trends,combined with field research and typical sample interviews,the "shape" characteristics of the development of the wooden furniture industry in Heilongjiang Province has been obtained.On this basis,for solving the contradiction between the following three parties such as the policy orientation,wood cost rises,green demand of consumer groups and the profit demand of enterprises,the method of evolutionary game is used to analyze the game relationship among "enterprises,consumers and government" and their stable equilibrium strategy in the process of green premium marketization of wooden furniture enterprises,to explore the mechanism of green premium marketization of wooden furniture enterprises,and to propose a multi-body response strategy to help wooden furniture enterprises achieve green premium.Then,constructing an interview outline based on the mechanism analysis,in-depth interviews have been conducted with actual managers from 17 wooden furniture enterprises of Heilongjiang Province,experts and scholars,and potential customers of wooden furniture.Then,based on the rooting theory approach,the method of three-level coding is used to construct a mechanism model for the realization of green premium marketization in wooden furniture enterprises,discovering that there exist two paths: the internal path and the marketization path.To perfect the mechanism model,a typical case comparison analysis has been conducted to test the mechanism model.Since the internal path is relatively clear and the marketization path has not been explicitly tested,the results of "selective coding" are adopted as the basis for determining the variables,combined with the market-based path,the hypotheses have been put forward and structural equation methods are used to analyze questionnaires from prospective furniture buyers with different demographic characteristics to test the rationality and reliability of the marketization path in the mechanism model.Based on the above research,specific suggestions are proposed for realizing the green premium of wooden furniture enterprises through four drive paths including government-drive,enterprise-drive,customer-drive and platform-drive,which will help enhance the quality and efficiency of green transformation of wooden furniture enterprises.The paper combines normative analysis and empirical analysis,and follows the logic of "theoretical perception-a priori problem-mechanism analysis-mechanism construction-empirical test-path thinking".The study comes to the following conclusions:(1)The prerequisite for consumers to pay the green premium is the enhancement of the product’s value,that is,enterprises need to make real green behavior,based on which green expression will enhance consumers’ desire to buy and play the due effect;Consumers green identity also depends on the "pre-emptive" effect of government regulation.The government’s incentive and constraint role helps enterprises to implement green behaviors,but government intervention should be short-term,stepping in when the market is out of order and withdrawing when the market is in order.Consumers can constrain enterprises "bleaching green behavior" by protect their legal rights,which will make the green behavior of wooden furniture enterprises to get effective market constraints.Therefore,when the market has been regulated,the three optimal strategy selection model for wooden furniture to achieve the green premium is that the wooden furniture companies choose the "real green" strategy,consumers choose the "recognition" strategy,while the government chooses the "inaction" strategy.(2)In the process of mechanism model construction,the formation of green premium mainly consists of two paths: internal cost management and external cost sharing of enterprises.The internal cost management path consists of two main categories: transportation cost management and economized production.A comparative analysis of cases based on interview data shows that most companies have met or can conditionally meet the requirements of the internal cost management path under the current conditions.The external cost-sharing path consists of two main categories: green expression and consumer-perceived value.There are only a few larger-scale enterprises that can carry out green expression,which leads to a conclusion that the green transformation of wooden furniture enterprises in Heilongjiang Province is not yet complete.(3)Test of the marketization path shows that green expressions positively affect consumers’ willingness to pay premiums,and green expressions can indirectly affect consumers’ willingness to pay premiums by positively affecting perceived social value and perceived functional value,but unrealistic,excessive,pervasive,and unregulated green expressions can negatively affect consumers when they have certain perceptions of green scarcity.(4)The stable and healthy development of the wooden furniture market requires the joint efforts of all parties to mutually reinforce and restrain: the government should play a regulatory role in the market;enterprises should pay attention to consumer demand,improve product quality,practice authentic green behavior;consumers should have the basic ability to identify green expression and behavior and protect their legal rights to reverse market restraints.In order to solve the problem of how wooden furniture enterprises in Heilongjiang Province realize the green premium in the context of resource constraints,this study adopts the following theories such as resource economics theory,value chain theory,planned behavior theory,consumer value theory and signal transmission theory as supporting theories,while using evolutionary game method,simulation analysis method,grounded theory method and structural equation method.Through the utilization of resources and comprehensive measurement of transformation status,the study discovers the difficulties in the transformation of wooden furniture enterprises,proposes problem-oriented model paths and response strategies to optimize the quality of the industry transformation according to subject differences.It aims,at the theoretical level,to build a mechanism and a mechanism model of green transformation of the wooden furniture enterprises;at the practical level,to provide scientific and feasible method references for the future development of wooden furniture enterprises in Heilongjiang Province,exploring new paths for the transformation of wood-dependent industries such as wooden furniture,effectively alleviating the impact of the "resource curse",and scientifically solving the problem of "how to transform green water and green mountains into golden mountains" from the source of the market. |
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