Research On Pricing And Coordination Of Low-carbon Dual-channel Supply Chain Based On Carbon Tax And Consumer Preference

In recent years,with the rapid development of society,the e-commerce and logistics industries have also continuously affected consumers’ shopping patterns.More and more consumers are choosing to shop online.At the same time,online consumption channels have expanded from a single traditional retail channel to many sales models,such as online direct sales dual channels and online distribution dual channels.Facing different sales channels,the channel preferences generated by consumers will affect the operating decisions of different channel models.At the same time,in the context of increasingly severe environmental damage and pollution,governments of various countries have introduced environmental protection policies that apply to their countries,and consumers are becoming more and more sensitive to the attributes of low-carbon preferences.Manufacturers Competitiveness,take measures to reduce emissions by enterprises.Under the above background,this article takes the low-carbon supply chain as the research object,and comprehensively uses theoretical foundations and methods such as game theory,operations research,Maple’s solution and numerical analysis to explore factors such as carbon tax and consumer preference under different channel structures Next,the optimal decision of each channel member provides a theoretical basis for manufacturers’ channel selection,emission reduction and pricing decisions,and coordination between dual channels.The main research work of this paper is as follows:First,according to the existing sales model and characteristics of supply chain channels,on the basis of a single traditional retail channel dominated by manufacturers,online direct sales channels and online distribution channels are introduced.Considering manufacturers’ emission reduction costs,three types of Stackelberg game channel supply chain decision models with manufacturers as the core were constructed.Introduce manufacturers’ carbon reduction cost coefficients in the three channel structures,introduce cross-price elasticity coefficients,consumer channel preferences in the dual channel structure,and analyze the channel pricing,demand,and profit of channel members under different channel structures.The main conclusions obtained are as follows:In the first part of the thesis,based on the consideration of consumer channel preferences and low-carbon preferences,the optimal pricing decisions and emission reduction strategies of members in a single traditional retail channel,online direct sales dual channel and online distribution dual channel are studied,as well as two A two-channel revenue sharing coordination strategy.Research shows that when manufacturers introduce online direct sales and distribution channels,they can effectively increase the manufacturer ’s optimal unit emission reductions.After opening new channels,the profits of traditional retailers will always decrease.When the preference of the sales channel is within a certain range,the profit of the manufacturer will increase.This article designs profit sharing mechanism to coordinate the profit problem of the manufacturer and the traditional retailer,so that the profit of the manufacturer and the traditional retailer can achieve Pareto improvement.In the second part of the thesis,based on the consideration of carbon tax and consumer channel preferences,the optimal pricing and emission reduction strategies of members in a single traditional retail channel,online direct sales dual channel and online distribution dual channel are studied,as well as two Cost-sharing coordination strategy for dual channels.Research shows that under the carbon tax policy,the manufacturer ’s optimal unit emission reduction is not only affected by the carbon tax,but also related to the manufacturer ’s initial emission reduction and consumer channel preferences.The increase in carbon tax appears to increase first and then decrease.In terms of dual-channel profits,the profit of manufacturers in online direct-selling dual channels is always greater than the profits of manufacturers in dual-channel online distribution,while the profits of traditional retailers in dual-channel online distribution are greater than those of traditional retailers in dual-channel online direct sales.In addition,because manufacturers independently bear emission reduction costs and carbon tax costs.By designing a contract coordination mechanism,the profits of supply chain members can be improved.The three-channel low-carbon supply chain structure mathematical model constructed in this paper has certain reference significance for further perfecting the dual-channel low-carbon supply chain theoretical research,and has practical guiding significance for the development and management of e-commerce economy in manufacturing and retail industries.