Dual-Channel Green Supply Chain Pricing and Coordination Strategy to Consider the Cost of Environmental Responsibility
This paper constructs three channel structures:traditional retail channels,online direct sales dual channels,and online distribution dual channels.Using the manufacturer-led Stackelberg game model,it analyzes the pricing decisions of channel preferences,product green levels,and environmental liability costs for different channel structures.Finally,establish a profit sharing mechanism to optimize the profits of channel members.The study found that:when channel preference meets a certain threshold,increasing channel preference is conducive to manufacturers opening online channels;when the product green level is low,it is conducive to manufacturers opening online channels,and when the product green level is high,introducing online channels It will reduce the profits of manufacturers and increase the profits of retailers;when the environmental responsibility level or product green level is low,the dual-channel revenue of online direct sales is better than the dual-channel online distribution.However,as the environmental responsibility level or product green level continues to increase,online The revenue of dual-channel distribution will gradually be better than dual-channel online direct sales;since the opening of online channels harms the interests of traditional retailers,the Pareto optimality of manufacturers and traditional retailers is achieved through coordination mechanisms.
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