Research On Green Supply Chain Decision Making Considering Fair Preference And Cost Sharing Under Online Pre-sale Mode

With the implementation of sustainable development strategy and the concept of green consumption deeply rooted in the hearts of the people,can take into account the ecological environment and economic benefits of the green supply chain is favored by manufacturing enterprises,in order to make the green supply chain of green products can break the market and be accepted by consumers,manufacturers often docking Internet sales platform,supplemented by pre-sale sales model to warm up the market.Pre-sale is a new type of business model,with the development of the Internet and e-commerce and gradually rise,pre-sale can be in its own advantages and promote the close combination of Internet media to achieve widespread dissemination,do not need to scale production,can be based on pre-sale and demand forecast preliminary judgment of production scale,reduce the risk of inventory backlog,reduce the operating costs of manufacturing enterprises.However,in reality,each node enterprise often only pays attention to its own interests,and even destroys the interests to protect its own interests when it is aware of the unfair phenomenon,that is,it induces the psychology of fairness concern.Accordingly,this paper takes the two-level green supply chain composed of green product manufacturers and network pre-sale platform as the research object.Firstly,this paper discusses the decision-making problem of two-level green supply chain under the situation of fairness neutrality and fairness concern,and compares and analyzes the decision-making differences under the two situations.With the help of Matlab,the influence of pre-sale scale,fairness concern coefficient and cost sharing coefficient on supply chain decision-making is simulated and analyzed.The results are as follows:(1)The pre-sale business model can promote the promotion and sales of green products,and after the promotion of green products in the early stage,it can save the cost of promotion efforts for the upgrading and research and development of green products,and promote the healthy development of green supply chain.(2)The reasonable fairness concern of the network pre-sale platform can protect its own interests and promote the overall interests of the green supply chain,but if the fairness concern is too high,it may compress the interests of green manufacturers and affect the improvement of the green level of products.(3)The introduction of cost-sharing contract can improve the income of each enterprise,provided that a reasonable cost-sharing coefficient is set,because if the cost-sharing coefficient is excessively increased,the negative impact of equity concerns on green supply chain will be magnified.