Pricing And Emission Reduction Strategies Of Construction Supply Chain Considering Government Subsidies Under Carbon Sensitive Heterogeneous Demand

In recent years,with the rapid development of China’s economy,environmental pollution has become increasingly serious,and environmental protection has become a hot issue concerned by the whole society.As one of the major industries with high energy consumption and high carbon emission,the construction industry is a major problem to be solved urgently in China.Low-carbon buildings are in line with the strategic goal of sustainable development in China,so the development of low-carbon buildings is of great significance.However,because the development of low-carbon buildings needs to invest more emission reduction costs and take more risks,strong support from the government is needed to promote the development of low-carbon buildings.In addition,consumers have gradually changed from price-sensitive type to carbon-sensitive heterogeneous type,paying attention not only to building price,but also to building carbon emissions.To comply with the trend of low-carbon development and respond to the national call for low-carbon emission reduction,enterprises need to develop reasonable pricing strategies to ensure their own interests and realize the sustainable development of lowcarbon economy.In this paper,government subsidies and consumers’ low carbon preference are introduced into the construction supply chain to study the pricing and emission reduction strategies of the construction supply chain under carbon emission sensitive demand and carbon emission sensitive heterogeneous demand.Firstly,the pricing and emission reduction reward model of the owner and the emission reduction model of the contractor under the three situations of nongovernment subsidy,government subsidy to the owner and subsidy to the contractor are successively constructed in the case of carbon-sensitive demand and carbon-sensitive heterogeneous demand.For the two-level construction supply chain composed of one owner and one contractor,Stackelberg game theory,reverse induction and other theories and methods are used to study the pricing and emission reduction strategies of construction supply chain in different models.Secondly,the sensitivity analysis is carried out to study the effects of consumers’ low carbon preference,emission reduction cost coefficient,government subsidy coefficient and the proportion of carbon-sensitive consumers on the optimal pricing and incentive coefficient of the owner,the optimal emission reduction of the contractor and the maximum profit of both parties.Then,the optimal decision and maximum profit under each model are compared.Finally,numerical simulation is carried out.It is found that government subsidy policy and emission reduction bonus incentive strategy can motivate contractors to increase investment in emission reduction,and can effectively promote enterprises to carry out carbon emission reduction.When the government subsidizes contractors,the emission reduction effect is the best,and construction supply chain enterprises have the largest profit.Carbon sensitive heterogeneous type under the requirements of the optimal decisions than carbon sensitive demand,expand the green consumer market proportion is good for business,when the government subsidy policy,for businesses and consumers to spread knowledge of energy conservation and environmental protection,the environmental protection consciousness,expand the government’s own influence,when the government influence to the enterprise is more and more big,Government subsidies can more effectively promote the development of low-carbon buildings.