Research On Pricing Decision Of Green Supply Chain With Different Channel Structure Considering Government Subsidies

In recent years,the development of industry has further aggravated environmental pollution.Various countries are actively taking corresponding measures to reduce the harm caused by business operations to the natural environment.Green development is a key measure to achieve environmental sustainability.Many supply chains have begun to introduce the concept of green development,and build a green supply chain system to realize the sustainable development of social,economic and ecological.Therefore,green supply chain management has become extremely important.Meanwhile,with the rapid development of e-commerce,consumer shopping channels have become increasingly diversified,and the scale of online shopping in China has also grown.In this context,in order to gain a larger market share,many companies have opened online direct sales channels to obtain higher returns while meeting customer needs.However,this online sales model not only brings more market share and convenience to enterprises,but also brings huge impact and challenges to the management of enterprises.Based on this,with the help of Stackelberg game theory and numerical simulation research methods,this paper considers consumer heterogeneity and consumer dual preferences into market demand,and studies the optimal collaborative pricing decision of green supply chain products when the government subsidizes different supply chain members in the traditional channel and dual-channel,and compares the optimal solutions under different subsidy scenarios.At the same time,the effects of government subsidies,consumer heterogeneity,and consumer dual preferences on product prices,demand and corporate profits are further analyzed through numerical simulations.Finally,the relevant conclusions are further verified through the actual case analysis,which provides a theoretical basis for the green supply chain to make pricing decisions when the government subsidizes different entities under different channel structures.Research indicates:(1)Under the traditional channels,compared with the no government subsidy model,in the three subsidy models,the wholesale price of ordinary products does not change,the sales price and demand of ordinary products decrease,and the demand of green products increases,the profit of green product retailer increases,the profit of ordinary product retailer decreases,while the change in manufacturer’s profit is related to the amount of government subsidies.At the same time,when the government subsidizes the manufacturer,the wholesale and sales prices of green products both drop,when the government subsidizes consumers of green products,the wholesale and sales prices of green products both rise,when the government subsidizes green product retailers,the wholesale price of green products rises,and the sales price drops.(2)Under the dual-channel,compared with the no government subsidy model,in the two subsidy models,the wholesale price of ordinary products does not change,the sales price and demand of ordinary products decrease,the demand of green products increases,and the profit of manufacturer increases,the profit of ordinary product retailer is related to the amount of government subsidy.At the same time,when the government subsidizes the manufacturer,the green product sales price decreases,when the government subsidizes green product consumers,the green product sales price increases.(3)Regardless of whether it is under the traditional channel or the dual-channel structure,when the government subsidizes different entities,the increase in the amount of government subsidies will promote the sales of green products and inhibit the sales of ordinary products.It shows that when the government subsidizes different entities,the increase in the subsidy amount has the same effect on product sales,which can promote the development of green products,improve the competitiveness of green products in the market,and then promote the development of green supply chains.(4)In terms of the impact of consumer heterogeneity,the increase in the environmental awareness coefficient is beneficial to the sales of green products,but not to the sales of ordinary products,while the increase in the consumption level coefficient is beneficial to the sales of ordinary products and green products.In terms of the impact of consumer dual preferences,the higher the consumer’s green preference or the lower the preference of offline channels,the more favorable it is for the sale of green products,while the more unfavorable it is for the sale of ordinary products.