Research On Pricing Strategy Of Retailer Considering Carbon Emissions

At present, low carbon economy has caught the attention of public and government. Under such circumstance, awareness of low carbon and carbon tax policy has become the key factors in effecting retailers pricing, and consumers and government legislation gradually promote retailers reconsidering pricing again. In pricing, demand function is becoming decided by the double effects of price and emissions of per unit of product not only just affected by price. Therefore, to maximize retailers’profit, combined with carbon tax policy, the paper builds retailers pricing model according to the relationship between cost, emissions of per unit of product and demand.First, to get a new demand function, endogenous variable on behalf of emissions of per unit of product is added to the general demand function. Secondly, the paper builds two pricing model of retailers’decentralized and centralized decision model on the circumstance of non-tax policy, and obtain manufacturer’s best emissions of per unit of product, retailer’s best emissions of per unit of product and the best retail price. Thirdly, build the two pricing models under tax policy, and obtain manufacturer’s best emissions of per unit of product, retailer’s best emissions of per unit of product and the best retail price under tax policy. Finally, through the example, the paper makes a comparative analysis of the effect of carbon-sensitivity coefficient and tax rate on the manufacturer’s emissions of per unit of product,the retailer’s emissions of per unit of product,the total emissions of per unit of product and the retail price in the decentralized and centralized decision model on the circumstance of tax policy and non-tax policy.To achieve the new goal of promoting the energy conservation and emission reduction, the paper researches on retailers pricing strategy considering carbon emissions. The paper aims at promoting relative researches on retailers pricing strategy, and keep greater competition in the stricter environmental policy environment in the future.