Decision making and coordination of supply chain product dual channel publicity considering low-carbon reference effect
With the increasingly fierce channel competition between supply chains,understanding and analyzing the impact mechanism of consumers'low-carbon reference effect on the low-carbon publicity level of the supply chain will have an important impact on supply chain decision-making and coordination.In this paper,the manufacturer led dual channel differential game model is constructed,and the low-carbon reference effect of consumers is included in the model.The impact of the low-carbon reference effect of consumers on the dual channel publicity level is analyzed under decentralized and centralized scenarios,respectively.For the overall profit loss of the supply chain under the decentralized scenario,the cost sharing contract is used to coordinate the supply chain.The research shows that the low-carbon reference effect of consumers has an inhibitory effect on the level of dual channel publicity efforts,and the low-carbon reference effect has a more obvious inhibitory effect on the level of online channel publicity;influenced by the low-carbon reference effect of consumers,manufacturers are more willing to sell products offline;the cost sharing contract can effectively promote the offline publicity level without affecting the manufacturer's decision,and achieve Pareto improvement of supply chain members'profits.
NETL
NSTL
万方数据
