Research On Dual Channelgreen Sppply Chain Decision Making Considering Power Structure Under Government Subsidies

With ecological pollution,environmental degradation,resource scarcity and other problems becoming increasingly prominent in the world,numerous nations and regions,including China,have begun to actively encourage green forms of economic growth and introduce pertinent subsidy policies in an effort to fundamentally resolve this issue.In order to solve this problem,many countries and regions,including China,are vigorously promoting green economic development and introducing relevant subsidies.In the context of green economic development and the gradual increase of consumers’ green preference,the relevant production enterprises have put themselves into the trend of green production and through green technical innovation,research,and development,companies may continually raise the degree of sustainability of their goods..This not only increases the interest income of related enterprises,but also provides consumers with green products with higher greenness.However,in reality,how to successfully lead the core businesses in the green supply chain and subsidize the companies has become a challenging issue in society.In addition,some retail businesses have opted to set up a dual channel sales model and have had remarkable success as a result of the fast growth of information technology,platform shopping,and substantial changes in consumption habits.As a result,their power position in the supply chain has significantly improved,and the pattern of manufacturers constantly having a dominating position in the supply chain is slowly shifting.Due to government incentives for manufacturers and retailers having both online and offline sales channels,this article will explore the optimum decision-making issue of a dual channel green supply chain.This is important for the operation of businesses since it takes into account the importance of both online and offline sales channels.This paper takes the green supply chain as the foundation and looks into government subsidies for green technology innovation costs for manufacturers and product greenness using the Stackelberg game method and a dual-channel green supply chain decision-making model led by manufacturers and retailers.The marginal cost coefficient of green technology innovation and the influence trend of consumer preferences for going green have an impact on how best to make decisions for the dual-channel green supply chain in order to maximize system profit;The optimal green supply chain decision-making under various subsidy scenarios is achieved by comparing and evaluating the equilibrium solutions of supply chain members’ associated decisions under two power structures.Finally,to further attest to the accuracy and dependability of the model’s outputs,the model is numerically simulated by Matlab software and examined with the dual-channel green supply chain in which M Company is placed.The study’s findings led to the following conclusions,which are presented in this paper:(1)The increase of green technology innovation cost subsidy and product unit greenness subsidy ratio both have positive effects on the wholesale price,greenness,offline and online sales price,green supply chain members and total profit of the system.(2)In both government subsidy scenarios,when consumer greenness preference is small and marginal cost coefficient of green technology innovation input is large,producer profit,wholesale price of products,i.e.,online and online sales price are higher in producer-led scenario than in retailer-led scenario,while the opposite is true when consumer greenness preference is large and marginal cost coefficient of green technology innovation input is small;(3)The total profit of green supply chain system,product greenness and retailer’s own profit are higher when the retailer leads than the producer leads,i.e.,the retailer leads is more conducive to the improvement of product greenness and supply chain system profit.